How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention

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.

How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention

Robert G. Heath

University of Bath School of Management

Agnes C. Nairn

EM-Lyon Business School

Paul A. Bottomley

Cardiff University Business School

INTRODUCTION

Despite rumors of its imminent demise, TV advertising continues to be used the world over to build strong brands. Yet, studies have confirmed how little interest people have in TV advertising: some 66 percent of us do some other ...

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