“Advertising does not first get attention and then create an emotion; advertising creates an emotion which results in attention.” -Du Pessis E. (2006) The Advertised Mind., Kogan Page: London, p84

 I toltally disagree with this theory..

in order to feel an emotion you need to be paying attention to what is giving you the emotion in the first place.. if you do not have this attention you will not notice the emotion.. surely? and what if, for example you were doing a crossword while the ads were on, you would mainly be concentrating on that. If an advert came on that was really loud or had gunshots or music, you would perhaps look up at the TV to see what it was about because it had grabbed your attention. Once you had seen or heard it for a couple of seconds (or more or less) it may create emotions if: a) it relates to you, b) it is purposely an emotional advert. You still need to pay some kind of attention to it first.

The closest ‘emotions before attention’ comes is when an advert grabs your attention and creates emotion at the same time. Like when a song comes on that means a lot to you and brings up past memories.

But I don’t see how emotion can be created first.
This is what i think. However, according to Nigel Hollis (chief global analyst, Millward Brown) we respond emotionally to everything. when we think of emotional advertising we probably think of little babies, animals and other lovely or sad things. But apparantly every ad creates an emotion "because everything we encounter in life generates an instinctive emotional response. Everything. And so in this way, emotion is more important than most advertisers realize. "

still, how does that mean that emotion is created before attention?

Tele-reading

Something I've always found well written and sometimes well designed are subtitles. I've recently been watching TV with subtitles on as, since mum messed around with all the cables and stuff, the volume on my digibox doesn't seem to work with the remote and I dont have a remote for my tv... pretty annoying as you can imagine. and not only that but I also have two degus (chillean squirrel type animals) who reside in my room with two excersise wheels that get incredibly noisy. I would rather not have the tele blaring as the adverts come on twice as loud and mum's always calling me from dowstairs which, if I don't hear her she gets pissed off.
Thankfully, there are subtitles. I have always found them quite annoying as they dont write the exact thing that is being said and even when you can hear the words you still end up reading the subtitles making you miss most of the show's images. Now,  I find them useful and quite amazing. I have learnt so much from them like: artists and song names, spellings of long words, new words, sayings and phrases and what words really are. and I can also follow the story when someone mumbles or speaks with a thick accent.

Did you know that when a horse makes the neighing noise it "whinnies". I found out that the black meteorologist from Family Guy is called OLLIE whereas I thought he was called ALI...this whole time!! Cufflings are actually cuff links. The phrase "chain of thoughts" is actually "train of thoughts" which, while on the subject, made me learn from my smart boyfriend that TRAIN smoking is CHAIN smoking... neither of which make any sence to me because you smoke like a train and a continuous amount of thoughts is more like a chain than a train.. anyway, I must sound like a complete nob when i speak and try to use sayings... I notice Stu always correcting me..
There are so many more things I learned from subtitles which I cant remember..

Now, when I watch tv without subtitles I find i'm not actually listening and miss what's going on- It's definately something you get used to and maybe it makes up  for me not reading too many books..