Of course, moment-by-moment analysis is not new to either ACR or to communication research, although we could find no precedent for a panel devoted to the topic. As will be seen, the two practitioner papers on the panel have major theoretical concerns about these moment-by-moment events, and the academic paper has major practical interests. We found that all of our chosen participants were way ahead of us and quite prepared to take this approach. So we decided to try to bring together a diverse sample of research programs that were focusing on ad moments and ask of each paper that the authors consider both theoretical foundations or implications of their work and to discuss how their theorizing and findings could be applied to advertising in the 90's. And, in fact, there existed many different ways to theorize and to measure occurrences in those moments. In the same way that one can analyze a play scene-by-scene, one can analyze a commercial scene-by-scene, and get new insight about how the commercial is processed and how it affects the viewer.Īs we thought through this idea and talked to our colleagues in business and academe, it seemed to us that indeed there was considerable interest in individual moments in ads. But, he said, a commercial is in fact a complex set of events that proceeds through time. Bill's first choice of important topics was what he termed "scone-by scene analysis." He noted that much of the industry's present measurements tend to give each ad one overall score for how memorable the ad was or how much attitudes changed as result of exposure. In the October 1989 issue of the newsletter of the Society for Consumer Psychology, one of the panel's chairs, Bill Wells, was asked what he thought the next important topics would be in advertising research and practice. While much of advertising research has been concerned with the performance of entire commercials, all of the approaches developed here are concerned with momentary events occurring within commercials. Despite his pejorative intention, the phrase nicely characterizes the research area represented here. Marshall McLuhan (1964) called advertising professionals "frogmen of the mind," diving into and scrutinizing moment-by-moment human responses to their messages.
CHRISTIAN RUCKMICK THE GALVANIC SKIN RESPONSE TV
MOMENT BY MOMENT ANALYSES OF TV COMMERCIALS: THEIR THEORETICAL AND APPLIED ROLESĮsther Thorson, University of Wisconsin-Madison Solomon, Provo, UT : Association for Consumer Research, Pages: 538-539.Īdvances in Consumer Research VolPages 538-539 Esther Thorson (1991) ,"Moment By Moment Analyses of Tv Commercials: Their Theoretical and Applied Roles Summary of the Panel", in NA - Advances in Consumer Research Volume 18, eds.