| Abstract: | Building upon structuralist and phenomenological theories, this article explores the effects of video montage—camera cuts in particular—on the appeal and persuasiveness of television advertisements. The article proposes a structuralist method for objectively describing ad form and tests well‐known theories propounding that responses to a stimulus are a function of boredom and confusion. Camera cuts, boredom, and confusion were all found to affect subjects' attitude toward the ad. © 2004 Wiley Periodicals, Inc. |
