Journal of Advertising Research 'Emotional Engagement: How Television Builds Brands at Low Attention

This article gives a definition for 'attention'

"The taking possession by the mind, in clear and vidid form, of one out of what seem several simultaneously possible objects or trains of thought"

It suggests that attention is not a 'Directional on-off process going from attentive straight to inattentive' (Heath, 2009 pg 62) but instead works more like the conscious and the semi-conscious, so attention happens as different levels. 

Our level of attention is linked to the depth of cognitive process that is taking place, or the amount of conscious thinking directed at an advert at a particular moment. Between attention and engagement a link can be made between the effectiveness of an advert and the successful transmission of the message intended. 

Attention is related to engagement with the following definitions

1. activation

2. connection

3. receptivity

4. internalising

5. involvement

6. interaction

7. buzz

The conclusion of the article is, 

"There is no question that most marketers would like their advertising to do both of these things, ie get attention and engage feelings. That is possible only if the advertising has a genuinely new and interesting message supported by strong creative values that provided emotional support for the brand. But, reality rarely provides such opportunities" (Heath, 2009 pg 70)

The article concludes in reference to the effectiveness of television advertising. However, with the development of digital medias (such as viral and online campaigns) I believe that the ability to put across a new and interesting message is improved through use of new media. 

By using new media and communicating in a range of ways that is innovative and creative should improve attention and engagement.


Heath, 2009 'Emotional Engagement: How Television Builds Brands at Low Attention', Journal of Advertising Research March pg 62- 71.