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ABSTRACT
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.
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Vol 49 Issue 2
