Decoding the surprises behind this year’s Oscar triumphs
UnrulyEQ emotional analysis decodes audience responses to the trailers behind this year’s big Oscar winners at the 91st Academy Awards. This year’s 91st Academy Awards was full of surprises, and the headline trophies were all hotly contended. But what emotional characteristics did the trailers for this year’s Oscar films have in common, and how successful were they as promotional tools? Green Book: inspiring and successful Oscar Wins: Best Picture, Best Supporting Actor (Mahershala Ali), Best Original Screenplay, Global box office to date: $127.1m The autobiographical story of pianist Dr Don Shirley on a concert tour of the deep south in the early 60s was one of the surprise wins of the evening, and trailer evoked some strong emotions and success metrics. The dominant emotions were Inspiration (24% against
Shockvertising: Dissecting the world’s most shocking ads
As part of our Emotions UNcovered: Surprise and Shock season, we’ve jumped back into our emotional database of over 2.2 million audience reactions to discover how shockvertising is used across the globe, and what effects it has on audiences. Shock is an interesting emotion to look at when it comes to advertising as it is one of the least frequently used psychological responses, with exceptions being action and horror film trailers and public service announcements. US – AT&T: Close to Home – It Can Wait This harrowing ad was commissioned as part of AT&T’s Close to Home campaign which was launched back in 2016 to raise awareness of the dangers of using your phone when you drive. It was released to a polarised opinion with many respondents finding
