“What shifted my emotion and made me go from scepticism to reassurance, I would say, is more is once a journalist started to speak, really. Once they started to tell about to tell their story, it's, they said that why they're doing this job, Why are they staying up late or they're staying up all night? This is is is once a journalist started to talk that my mood shifted, and then I felt like, oh, okay. Yeah. This is this is okay. This is something that I can trust.”

“At the beginning when I was watching it, I did feel a bit of fear, because it is terrifying the way AI and fake news is out there. But at the end, I felt more, I guess it was I felt like there was a lot of emotions there, in a good way that I was really pleased that they were going out of their way to make sure things were real.”

“How did it make me feel emotionally? It felt I felt quite compelled to listen to BBC News and reports. I was quite pretty relieved, elated probably is kind of a good word for it in terms of, you know, people are not just giving up or the BBC journalists and reporters are not giving up to uncover the real truth. And that is reassuring, but, also, I think, you know, this is exactly what we need in where we live right now in the sense of so much misinformation and false fake news, you know, swirling around. Having that sort of one true partner that actually goes beyond the levels of finding out and really uncovering the truth is certainly something that I felt very reassuring.”

“To be honest, sorry. I have this along because I wanna be exact on what I'm saying. At fifteen seconds when, basically, you say you feel confused because that actually had the the most impact in drawing me in the ad because everybody's confused now. Everybody's confused with we see news, what is real, what is fake, what is just pushed by propaganda? And it basically had me hooked immediately. And then basically just saying every single conspiracy theory that has been going on with the pandemic being fake, everything. And, basically, in the confusion, just in the beginning, it just had me, okay. Where are you trying to go with that? Where exactly are you trying to take this point? But as soon as you switch to and went fully for, like, we're here. We're, like, we're here for the truth. We're here only to show you the truth. We're here with us who we are. We're, we're here just to inform you with credits. And when you don't believe the credits we give you, we'll give you more. That that was amazing. That's simply a masterpiece for me.”

“That video initially made me feel quite scared. I'm quite nervous already of what is going on in the world, all the deep fakes and things like that. Obviously, I've got a lot of children, so it concerns me living in a world where they could get in trouble online. So things like deepfake, they scare me. But towards the end of the advertisement, you know, knowing that someone is going to expose any fake news, any fake information, knowing that someone is gonna always check all their sources, makes me feel more relieved.”

“I think what stood out to me is just how widespread and prevalent AI fakery is on the Internet, and just it's scary how much misinformation is out there. How scary, how easy it is for people to create it and create it on such a level that fools people. I think what I get from the adverts, I get reassurance, reassurance that the BBC are doing everything they can to make sure that it's legitimate. Everything that they report on is real and accurate is reassuring.”

“Well, obviously, at the start, I was concerned because I thought, where is this going? And this is all very negative. It's about the terrible things that are going in the world and the terrible things that people believe. And then I suppose my emotions did change into realizing that there was somebody doing something about it. So somebody trying to stop all this misinformation that that is there out there.”

“Yes. I felt, when they said that they verify information and work twenty four seven to bring it to us, you know, like, I felt reassured, and I felt a sense of trust towards PPC. But, again, like, the ads that were coming up, like, the clips that were there in the video, it scared me a bit because it was I don't think all the events were happy events, obviously, all the things that were taking place. And it was good that those events that were used were from all across around the world, which showed that it covers information and news throughout the world. And, yeah, my emotions kept changing through different points during the ad because, like, as the clips kept changing.”

“Well, at the start, yes, I would say I did fail anticipation because I was thinking, where is this going? What is the point of this advert? But then there came a turning point when I realized what the point of the advert was, what they were trying to get across. And suppose it would give me a bit of a feeling of trust. Not really surprised, but definitely trust in the BBC because they are fighting this battle to get the proper information across.”

“The start made me feel a little bit uneasy. I think because they were talking a lot of things about AI and deepfakes and that's such a huge topic at the moment. It's really hard to discern on social media nowadays and I can imagine a lot of people have the same worries as well about the future especially with the lack of like regulations when it comes to AI and things like that so at first I felt a little bit uneasy because I wasn't sure what it was about and I felt surprised again about the sort of places that these journalists go to in order to give us the news. But what inspired me was sort of seeing them in these tough situations but still persevering to get that story out. Yeah. That's quite surprising and inspiring as well.”

“The first part of the ad ad about deepfake, you know, false information, I was a bit, like, septic, not really happy. Just wondering what is this about. But then when we got to the second ad second part of the ad and the journalist talk, then I felt yes. I felt curious, but I also felt a bit reassured. I felt reassured and happy to see happy to see actually that she's an ad about journalists. Journalists saying why they're doing this job, the fact that they want us to know the truth. And so, yes, I did feel it. The second part, when I realized it's about journalists, I felt a bit happier. I felt more as I said, felt like, oh, now I can it's something I can trust. I felt a bit more confident.”

“The ad made me feel slightly concerned about the way AI is affecting the information environment and how easy it becomes to create false narratives. So it made me feel a bit uneasy and a bit worried about that, but, felt a bit comforted by knowing that the BBC is out there to try really hard to, to resolve that and find out the truth.”

“Yes. I think at the start, I was a bit concerned. I was it made me feel a little uncomfortable because it so clearly showed all these instances of fake, deep fakes, fake news, in unsubstantiated claims, and the like. And then I felt inspired when the BBC element came in that the BBC is a force for truth. The BBC is a force for impartiality. We saw journalists that we know like Lisa Doucette and Clive Myrie and his voice was there. So I felt inspired and comforted in the second part. In the first part transfixed and quite surprised but shocked as well at the level of noise that is out there and fake news etcetera.”

“Yeah. I think kind of it's maybe kind of halfway through the the ad that the tones felt like it's, like, shifted towards a more kind of, like, a rallying cry, kind of, like, galvanization and a, you know, a message of what's the right word? Kind of defiance against this this onslaught of online misinformation that we're seeing. So I felt that was well well kind of delivered, that kind of, you know, here's the problem, and now we're gonna tell you about what we're gonna do to try and fix that problem.”

“It made me feel quite anxious. It was quite intense, quite dystopian at the start seeing all of the kind of issues across the world. It was intense, overwhelming, kind of create a little bit of a sense of panic with the heartbeat sound in the background, but then kind of took a shift towards making you feel almost sympathy and kind of empathy towards the people who work there and who were going to these places to make sure that we can see what's going on in the world and have an understanding of different things in different countries. So then I felt kind of feelings of empathy towards them and what they go through and how hard they work, like, it's saying that they're twenty four hours. It I've kind of felt a human connection with them and a bit of respect. And then towards the end, like a bit like the BBC was quite a trusted voice, which kind of challenges preconceptions about media that I think people have and journalists thinking they're all kind of not good people, but towards the end of that, I felt I almost could trust them because I knew they were working hard and going around the world to make sure that we can get access to information.”

“Okay. So what stood out to me was, you know, there was definitely a vibe of the BBC kinda saying, you know, we wanna deliver the news to you, and we wanna fact check the news that we're delivering. And we wanna make sure that it's all accurate. You know, these are the links we'll go to to make sure that we're reporting, accurate news. So, yeah, how did it make me feel? I guess trusting would be a good word. You know? Makes you believe that what they are showing you, is to be believed and to be trusted.”

“It made me feel that the BBC is standing up to fake news and false narrative. Thursday, didn't understand Lewis Owen, but started obvious that he was a BBC outfit. And some of the scenes were quite harrowing, but knowing that the BBC are impartial and are looking for that fake news, made me feel reassured, and like they are a trusted news, provider for The UK.”

“So I would say, like, the first half of the advert was quite fear inducing, I suppose. It makes you kinda question what is real and what's not real. The second half of the advert was much more uplifting and kind of supposed sending that message that you can get valuable trusting information from the BBC. So I like that element of it, and I think it's I suppose it's a good way of making someone, think about it, but I just suppose it depends on if someone is engaged from the start to the end.”

“How did it make me feel? Emotionally, it made me feel a little bit scared about the sheer volume of fakery and misinformation that's out there and just how believable it all is. It's scary. That's how it made me feel. I think during the ad, obviously, I get a sense of reassurance that the BBC are fact checking everything religiously.”

“What stood out for me was seeing how easy it is for fake news to be generated and circulated, and that made me very afraid. But it also made me realize how hard the BBC works to make sure that the stories that they transmit are factual.”

“At the very beginning when I saw pictures of news being reported and different people saying different things and then being told that not all of it was factual, But then the voice in the background narrating the scene was quite reassuring and encouraging and identifying that all the things that they did to ensure that the stories that were projected were accurate and factual and that they wouldn't stop in getting to the truth.”