(advertising) Research results that plot the audience’s level and type of emotional response, moment-by-moment, through a commercial.
It was easy to see in the flow of emotion results that people had strong negative emotions toward the voice-over, so we had the announcer read the copy less sarcastically and people loved the ad.
(advertising) A research technique that deconstructs the dramatic structure of a commercial in terms of emotional response to the advertisement rather than the rational response to the messaging.
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