Using Recognition of Emotions in Speech to Better Understand Brand Slogans

The proliferation of brand slogans via advertising channels is blurring the distinction between brains and brands. Brand slogans are designed to have positive effects on their brands. However, it is a non-trivial task to examine how brand slogans affect their customers´ emotions and how emotions influence perceptions of brand images. In this paper we demonstrate the slogan validator, a novel and language-independent application that can be utilized to evaluate brand slogans by analyzing speech signals from customers´ voice of slogans. The intention was to provide a means of exploring whether or not some of the claimed effects for existing brand slogans could actually be realized by the emotion recognition in speech technique rather than the traditional questionnaire responses. The preliminary results of the experiment show that the slogan validator yields high consistency with the participants´ actual perceptions of the brand slogans chosen for this research. Moreover, the variation among participants´ preferences of these brands can be identified