Narrative Construction of Longevity in Spanish Advertising: A Neuroscientific Approach to Award-Winning Campaigns at the Effie Awards

Abstract

This study analyzes the representation of older adults in Spanish advertising within the context of longevity societies, focusing on its role in the construction of cultural imaginaries surrounding ageing and longevity. The aim is to explore how certain narrative and representational configurations may influence senior audiences’ advertising reception. The study forms part of a broader research project on senior representation and advertising developed through a methodological triangulation strategy. This article presents the exploratory and comparative neuroscientific phase, conducted through six advertising campaigns awarded at the Effie Awards in Spain (2019-2024), with the participation of 124 people aged 60 and over. The research combined non-invasive neuroscientific measurement techniques —remote eye tracking and automated facial coding— with pre- and post-stimulus questionnaires, working with aggregated campaign-level data. The results reveal descriptive differences between campaigns in emotional, cognitive, and attentional indicators. Campaigns perceived as clearer, more coherent, and narratively accessible show higher levels of sustained attention and message comprehension, as well as lower levels of rejection. The findings suggest that certain advertising narratives may foster a more fluid and meaningful reception among senior audiences. The study highlights the potential of applied neuroscience to analyze advertising reception and opens new lines of research on the relationship between media discourse, audience perception, and the symbolic construction of ageing.