RT Journal Article
SR Electronic
T1 How Emotive is Creativity
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 450
OP 463
DO 10.2501/S0021849909091077
VO 49
IS 4
A1 Robert G. Heath
A1 Agnes C. Nairn
A1 Paul A. Bottomley
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/4/450.abstract
AB Emotive creativity is generally believed to facilitate communication by increasing attention. However, during relaxed TV viewing, psychology suggests we may pay less not more attention to emotive ads. An experiment conducted in a realistic viewing environment found that ads that were high in emotive content correlated with a 20 percent lower level of attention and that attention toward these ads was unlikely to decline on repeat viewing. This supports the idea that TV advertising is not systematically processed but is automatically processed in response to the stimuli presented. We speculate that emotive creativity may benefit brand TV advertising by lowering attention and inhibiting counter-argument.