Copy Sorts™

The Copy Sorts measure individual phrases and verbal ideas in a commercial by the audience's levels of attention or recall, relevance, and feelings. This tool set complements the Picture Sorts when deconstructing the audience's experience of a television commercial.

Copy Recall™

The Flow of Attention graph(s) plots the audience's level of attention, moment-by-moment, through a commercial. This technique deconstructs the cognitive processes of the audience’s selective perception filter.

Copy Relevance™

The Flow of Emotion graph plots the audience's level and type of emotional response, moment-by-moment, through a commercial. This technique deconstructs the dramatic structure of a commercial in terms of emotional response to the advertisement rather than the rational response to the messaging.

Copy Irrelevance™

The Flow of Emotion graph plots the audience's level and type of emotional response, moment-by-moment, through a commercial. This technique deconstructs the dramatic structure of a commercial in terms of emotional response to the advertisement rather than the rational response to the messaging.