TY - JOUR T1 - Capturing the Flow of Emotion in Television Commercials: A New Approach JF - Journal of Advertising Research JO - J Advert Res SP - 202 LP - 209 DO - 10.1017/S0021849904040103 VL - 44 IS - 2 AU - Charles E. Young Y1 - 2004/06/01 UR - http://www.journalofadvertisingresearch.com/content/44/2/202.abstract N2 - 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. ER -