Brain Waves, Picture Sorts®, and Branding Moments
Charles E. Young · Journal of Advertising Research · 2002
ABSTRACT This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques. The first is a picture-sorting technique. The second is brain-wave measurement. At the intersection of the two can be found special moments where the personalized meaning of the esthetic experience of an advertisement appears to flow into the positioning concept of a brand.