search query: @author Penn, D. / total: 3
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| Author: | Penn, D. |
| Title: | Looking for the emotional unconscious in advertising |
| Journal: | International Journal of Market Research
2006 : VOL. 48:5 p.515-524 |
| Index terms: | advertising models |
| Freeterms: | emotions unconscious |
| Language: | eng |
| Abstract: | This paper introduces a new advertising research model that stems from the understanding of mind in brain science. It suggests that a lot of advertising today works implicitly whereas so-called emotional advertising does not explicitly work through implicit processes. The model argues that attempts to prejudge advertising as either rational or emotional are very problematic and thus both recall and recognition may be effective means of measuring emotional advertising. |
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