TY - JOUR T1 - Digital Video Recorders And Inadvertent Advertising Exposure JF - Journal of Advertising Research JO - J Advert Res SP - 236 LP - 239 DO - 10.2501/S0021849909090345 VL - 49 IS - 2 AU - Erik du Plessis Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/236.abstract N2 - It has been argued that the 30-second TV advertisement is dead because owners of digital video recorders fast-forward though advertisements. This denies the speed with which neurons classify things that are observed based on previous exposures (cognition). This article argues that it is not the behavior of fast-forwarding that matters, but the memory left behind by an exposure to an advertisement. To fast forward one must give attention to the TV screen. By giving attention people not only recognize the advertisement, but in the process of recognition (re+cognition), they experience similar emotional memories as when they first cognized the advertisement. ER -