Emotional Response to Television Commercials: Facial EMG vs. Self-report

Richard L Hazlett and Sasha Yassky Hazlett

This paper reports on a small experiment set in a wider theoretical context of how advertising works.

Emotional Response to Television Commercials: Facial EMIG vs. Self-Report

Richard L. Hazlett Johns Hopkins University School of Medicine and Hazlett Research Technologies andSasha Yassky Hazlett Hazlett Research Technologies

Creators of television commercials today are enlisting a staggering array of sensory- and sensual-rich images and computer graphics, as well as popular music, humor, drama, and more – all designed to elicit an emotional response in the viewer that both grabs their attention and helps communicate the advertising message (Bruzzone and Tallyn, 1997; Peterson and Malhorta, 1998). Advertisers have become increasingly concerned about capturing the...

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