RT Journal Article
SR Electronic
T1 Capturing the Flow of Emotion in Television Commercials: A New Approach
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 202
OP 209
DO 10.1017/S0021849904040103
VO 44
IS 2
A1 Charles E. Young
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/2/202.abstract
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.