RT Journal Article
SR Electronic
T1 Memory without Recall, Exposure without Perception
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 49
OP 54
DO 10.2501/JAR-40-6-49-54
VO 40
IS 6
A1 Herbert E. Krugman
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/49.abstract
AB This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1977, Krugman reviews two areas that have implications on how advertisements work: the first concerns brain function, the second definitions of exposure and perception. This leads to a tempting conclusion that it is the right brain's picture-taking ability that permits the rapid screening of the environment - to select what it is that the left brain should focus attention on.