This book explores the complex relationship between emotion and advertising. Key topics include the measurement of mood, emotion and feeling in an advertising context, the interaction of the message with the emotional make-up of the recipient and the structural aspects of an advertisement. Taken together, these papers aim to represent the cutting edge of research in the area of advertising and emotion and consumer psychology. Empirical chapters examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on the emotional response of the introductory position of the brand name and product category within a commercial.