Animation

Definition of, 19

Adding animation to banner ads, 19

Arousal and valence, 16, 26

Banner advertisements, 1, 2, 5–7, 11, 13, 17, 18, 36, 39, 94

Banner blindness, 2

Beats Per Minute (BPM), 60

Cardiac response curve (CRC), 53, 63–68, 86, 87

Click-through rates, 2, 36

Cued-recall measure, 78

DoubleClick, 2

Emotion, dimensional view, 16

Encoding

Definition of, 14

Measure of, 51, 52

Interactive Advertising Bureau, 3

Interference paradigm, 8, 9

International Affective Picture System (IAPS), 47

Limited capacity model of mediated message processing (LC3MP), 13, 14, 16–18, 29, 30, 32, 34, 35, 41, 92

MediaLab, 54, 56, 59

Mental resource allocation, automatic vs. controlled, 7, 17, 18, 29, 34, 42

Orienting response

Definition of, 14

Measures of, 49

Cardiac orienting, 25, 38, 53

Electrodermal orienting, 25, 52

Monophasic vs. biphasic, 53

Peripheral visual area, 6

Physiological arousal

Definition of, 25

Measure of, 26, 40, 52, 57

Psychophysiological measures, 10

Phasic vs. tonic, 10

Recognition measure, 54–56

Self-Assessment Manikin (SAM), 26, 48

Skin conductance, 54

Evoked, 25

Spontaneous, 53, 61

Stimuli

Creation of, 39–41

Presentation of, 52, 55, 58

Storage

Definition of, 14

Measure of, 56

Structural features, 13, 17–19

The Herald Times, 46

Transistor-Transistor-Logic (TTL) signal, 56

VPM computer program, 57

VPMEVENT, 60

VPMANLOG, 61