PT  - JOURNAL ARTICLE
AU  - Charles E. Young
TI  - Capturing the Flow of Emotion in Television Commercials: A New Approach
AID  - 10.1017/S0021849904040103
DP  - 2004 Jun 01
TA  - Journal of Advertising Research
PG  - 202--209
VI  - 44
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/44/2/202.short
4100  - http://www.journalofadvertisingresearch.com/content/44/2/202.full
SO  - J Advert Res2004 Jun 01; 44
AB  - 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.