RT Journal Article
SR Electronic
T1 Brain Waves, Picture Sorts®, and Branding Moments
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 42
OP 53
DO 10.2501/JAR-42-4-42-53
VO 42
IS 4
A1 Charles Young
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/4/42.abstract
AB This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques. The first is a picture-sorting technique. The second is brain-wave measurement. At the intersection of the two can be found special moments where the personalized meaning of the esthetic experience of an advertisement appears to flow into the positioning concept of a brand.