Effects in Printed Commercials:
The Moment of Exposure and the Significance-effect
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of this article is to investigate the emotional effects commercials cause on
the interpreting mind in the so-called moment of exposure (MoE). Furthermore,
we investigate what happens in the aftermath of the MoE, the after
rationalisation process, which we name the Significance-effect (SiE), this is
the process where the emotional level caused by the MoE becomes related to
memory and thereby becomes related to meaning. Theoretically, the article
primarily draws on concepts from the American polymath Charles Sanders Peirce,
the French semiologician Roland Barthes and we also make use of resent results
in neuropsychological research by i.e. Joseph Ledoux and Antonio Damasio.