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Make it fast but easy: production pacing and narrative structure in processing TV commercials
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Processing TV Commercials
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theories and chronometric measures. In J. Bryant & D. Zillmann (Eds.), Perspectives on Media Effects. Hillsdale, NJ: Lawrence Erlbaum, Associates.
Robinson, J.A., & Hawpe, L. (1986). Narrative thinking as a heuristic process. In T.
Sarbin (Ed.), Narrative Psychology: The Stored Nature of Human Conduct (pp. 111-125). New York: Praeger.
Rothschild, M.L. (1987). Marketing Communications. Lexington, MA: D.C. Heath. Sarbin, T.R. (1986). Narrative Psychology: The Stored Nature of Human Conduct. New
York: Praeger.
Shiffrin, R. M., & Schneider, W. (1977). Controlled and automatic human information
processing: II. Perceptual learning, automatic attending and a general theory. Psychological Review, 84, 127-190.
Thorson, E. (1989). Television commercials as mass media messages. In J. Bradac (Ed.),
Message Effects in Communication Science (pp. 195-230). Beverly Hills, CA: Sage.
Thorson, E., & Lang, A. (1992). The effects of television videographics and lecture
familiarity on adult cardiac orienting responses and memory. Communication Research, 19(3), 346-369.
Triesman, A. (1960). Contextual cues in selective listening. Quarterly Journal of
Experimental Psychology, 12, 242-248.
Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising
Research, 20, 27-36.
Wells, W.D. (1988). Lectures and dramas. In P. Cafferata & A. Tybout (Eds.), Cognitive
and Affective Responses to Advertising (pp. 13-20). Lexington, MA: D.C. Heath.
Yoon, K., Bolls, P.D., & Lang, A. (1998). The effects of arousal on liking and
believability of commercials. Journal of Marketing Communications, 4, 101-114.
Zechmeister, E., & Nyberg, S. (1982). Human Memory, An Introduction to Research and
Theory. Belmont, CA: Wadsworth, Inc.
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| | Authors: Shin, Mija., Lee, Sungkyoung. and Lee, Seungjo. |
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Processing TV Commercials
23
23
theories and chronometric measures. In J. Bryant & D. Zillmann (Eds.),
Perspectives on Media Effects. Hillsdale, NJ: Lawrence Erlbaum, Associates.
Robinson, J.A., & Hawpe, L. (1986). Narrative thinking as a heuristic process. In T.
Sarbin (Ed.), Narrative Psychology: The Stored Nature of Human Conduct (pp.
111-125). New York: Praeger.
Rothschild, M.L. (1987). Marketing Communications. Lexington, MA: D.C. Heath.
Sarbin, T.R. (1986). Narrative Psychology: The Stored Nature of Human Conduct. New
York: Praeger.
Shiffrin, R. M., & Schneider, W. (1977). Controlled and automatic human information
processing: II. Perceptual learning, automatic attending and a general theory.
Psychological Review, 84, 127-190.
Thorson, E. (1989). Television commercials as mass media messages. In J. Bradac (Ed.),
Message Effects in Communication Science (pp. 195-230). Beverly Hills, CA:
Sage.
Thorson, E., & Lang, A. (1992). The effects of television videographics and lecture
familiarity on adult cardiac orienting responses and memory. Communication
Research, 19(3), 346-369.
Triesman, A. (1960). Contextual cues in selective listening. Quarterly Journal of
Experimental Psychology, 12, 242-248.
Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising
Research, 20, 27-36.
Wells, W.D. (1988). Lectures and dramas. In P. Cafferata & A. Tybout (Eds.), Cognitive
and Affective Responses to Advertising (pp. 13-20). Lexington, MA: D.C. Heath.
Yoon, K., Bolls, P.D., & Lang, A. (1998). The effects of arousal on liking and
believability of commercials. Journal of Marketing Communications, 4, 101-114.
Zechmeister, E., & Nyberg, S. (1982). Human Memory, An Introduction to Research and
Theory. Belmont, CA: Wadsworth, Inc.
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