A Comparative Analysis on Facial Expression in Advertisements -By Utilising Facial Action Coding System(FACS)

광고 속의 얼굴 표정에 따른 비교 연구 -FACS를 활용하여

An, Kyoung Hee

  • Received : 2018.09.19
  • Accepted : 2019.02.19
  • Published : 2019.03.28


Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.


Advertisement;Nonverbal Communication;Facial Expression;Facial Action Coding System;Emotion