This research examines advertising discourse in Russian and English as acts of communicative exchange and interpersonal relationship between advertising discourse participants. The purpose was to identify and describe the way that viewers process information contained in television commercials and how they become consumers moving from getting…

Presents a model of the way children process television advertising. (Author/RL)

Based on the associational nature of memory, the distinction between episodic and semantic memory, and the notion of memory strength, a model was developed of the role of emotion in the memory of television commercials. The model generated the following hypotheses: (1) emotional commercials will more likely be recalled than nonemotional…

A study applied an associative coding model to discern how emotions experienced during television commercials affect the strength and content of viewer memory for the commercials. Subjects, 25 males and 49 females enrolled at a large midwestern university, tested the model. Emotion was indexed by having viewers continuously turn a dial as they…