Subject Index
 

Argues that the essence of a television commercial has not changed, in spite of the increase in viewing options and technology such as high definition format, etc. It is still about visual storytellin ...

Chuck Young, Ameritest, and John Kastenholz, Unilever, explain the importance of emotion in TV commercials, and how different storytelling structures lie at the heart of ad analysis. In pre-testing t ...

In a 'Dear Steven' letter the authors explain how using a 'picture sort' analysis the strengths and weaknesses of a TV commercial (strategy, idea and execution) can be isolated. The study correlates r ...

Describes the first phase of an exploratory study to classify TV advertisements on various dimensions. The aim is to produce a questionnaire that can describe and profile the characteristics of every ...

In early 2001, the author looks at the challenges and opportunities for digital media in the USA. In this instance she describes how storing, retrieving and distributing creative work, documents and ...

The promise of digital technology is to make business processes 'better, faster, cheaper'. The author considers whether this is so in the life of a TV commercial - especially the production, distribu ...

Describes how dynamic visual effects are increasingly becoming key to television programmes and advertisements. Examples: `Niagara Falls' by J Walter Thompson for Philadelphia Cream Cheese, `St Lawren ...

The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials. In addition to commercial length, the ads were coded by 24 ex ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

This papers reports the results of a study examining the relationship between executional style (how a message is communicated) and television commercial effectiveness. Over 1,100 television commerci ...

Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertisi ...

Describes a research study into how advertising content is presented in TV commercials. Two hypotheses are investigated: 1) that the time to the initial presence of some component (e.g. the brand) aff ...

Suggests that many TV commercials contain too many short camera shots, which are not easily assimilated, and that persuasion and recall are suffering as a result. A research study is described in whic ...

This study investigates a relatively new and unresearched advertising phenomenon: the 15-second advertisement. The effects of various claim-types (factual and evaluative), musical backgrounds (positiv ...