RT Journal Article
SR Electronic
T1 Emotional Engagement: How Television Builds Big Brands At Low Attention
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 62
OP 73
DO 10.2501/S0021849909090060
VO 49
IS 1
A1 Robert Heath
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/1/62.abstract
AB This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious ‘feeling’ going on when an advertisement is being processed.” An “emotional engagement” model is developed that shows how strong brands can be built without the need for the high levels of attention that advertising usually demands. Finally, empirical evidence is presented demonstrating that, although TV advertising excels at building strong brands, on-air commercials get less than half the attention of print advertising. This confirms TV advertising is a high engagement, low attention medium.