Measuring the Subtext in Advertising: Emotion in Ad Testing

Persuasive advertising moves people with emotion. At its essence, emotion is a relevance signaling mechanism. It tells us what we should attend to in our environments. It sets the magnitude of positive and negative affect associated with stimulus. It helps encode the associations between concepts in our memories. And it innately produces action tendencies. These functions of emotion map perfectly to recent models of advertising effectiveness, which posit that successful ads take viewers through the sequential processes of attention, affect, memory and desirability. ….[READ]