Author's Keywords: production pacing, narrative structure, encoding, storage, retrieval, limited capacity model, resource allocation	Convention All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p111501_index.html Direct Link: HTML Code:

Shin, Mija., Lee, Sungkyoung. and Lee, Seungjo. "Make it fast but easy: production pacing and narrative structure in processing TV commercials" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111501_index.html>

Shin, M. , Lee, S. and Lee, S. , 2003-05-27 "Make it fast but easy: production pacing and narrative structure in processing TV commercials" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111501_index.html

Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: This paper investigated the effects of production pacing, narrative structure and their interaction on resource allocation, the three sub processes of information processing (encoding, storage and retrieval) and also attitude (liking) and purchase intention. We predicted that production pacing as a structural feature would require more mental resources as it increases, but that story commercials would not require many resources. We did not find main effect of pacing on encoding. But we found that medium paced commercials were recalled better than fast- and slow-paced commercials. Further, as we predicted, fast paced commercials were rated as more likable and led to higher purchase intention. There was a main effect of narrative structure on storage and retrieval. For both cued recall and free recall, story commercials were significantly recalled better than non-story commercials (image commercials and informative commercials). Also story commercials were rated as more likable and led to higher purchase intention. Unlike our prediction, processing story commercials was not cost free. Fast pacing damaged free and cued recall memory for story commercials.

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