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Capturing the Flow of Emotion in Television Commercials: A New Approach

Published online by Cambridge University Press:  18 May 2004

CHARLES E. YOUNG
CHARLES E. YOUNG
Affiliation:
Ameritest, [email protected]
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Abstract

This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials is shown to be a valid predictor of purchase intent.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 202 - 209
Copyright
© Copyright © 1960-2004, The ARF

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References

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