TY - JOUR T1 - Reconsidering Recall and Emotion in Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 49 LP - 56 DO - 10.2501/S0021849906060065 VL - 46 IS - 1 AU - Abhilasha Mehta AU - Scott C. Purvis Y1 - 2006/03/01 UR - http://www.journalofadvertisingresearch.com/content/46/1/49.abstract N2 - Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands. ER -