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

Charles E. Young

Journal of Advertising Research, 2004, vol. 44, issue 02, pages 202-209

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.

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