flow of emotion

Noun

flow of emotion (plural flows of emotion)

1. (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.

2. (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.

See also

• advertising
• attention
• brand
• brand linkage
• copy sort
• copy testing
• flow of attention
• flow of meaning
• motivation
• persuasion
• Picture Sorts
• pre-test