Word: sided
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...recorded ads for Ambien and Lunesta, both popular sleep aids. (Here's a link to a version of the Ambien ad - similar to, but not the actual ad Day studied.) Each drug ad mentioned five side effects. The Lunesta commercial's narrator spoke at the same syllable-per-second clip for the entire ad; the Ambien ad's voiceover speed was about five syllables per second during the explanation of benefits, but accelerated to eight syllables per second when explaining the potential side effects. In a test of viewer comprehension, Day found, predictably, that people remembered far fewer side effects...
...reviewed a 2005 version of the Nasonex ad and found that test subjects had difficulty recalling the side effects mentioned in the commercial. (Here's a link to an early version of the ad, not the specific commercial Day studied - drug-makers continuously tweak ads after they're launched.) When Day studied the 2005 ad, she found several visual distractions that influenced viewer comprehension. During a voiceover about side effects, the bee flew from side to side, its wings flashing and flapping nearly four times per second. At the end of the commercial, when a voiceover talked about the benefits...
...water balloon characters. (Here's a link to a similar Enablex ad - again, not the one Day studied.) Day discovered that the voiceover speed was slower than in most drug ads and stayed consistent throughout the ad. Correspondingly, when Day tested viewer comprehension, they understood and remembered Enablex's side effect profile better than usual...
...race is the best, most riveting election campaign I have witnessed as an adult. I'm 56. Never before have I seen a primary campaign come down to the wire like this year's Democratic contest. Back in January I was hoping for the same thing on the Republican side. Sure, hard-fought contests are bruising for all concerned, but I believe the nation will be better off next January, when the new President takes office, because of the election fights that took place this year. Now if only we could shorten the campaign season. Dave Peterson, Tucson, Ariz...
...social control but trying to focus on economic progress. And maybe now is the time when they can focus on creating a film industry. You must remember that in an earlier age people were busy doing other things. Now we realize that we can make money from the creative side as well. KHOO: But it's still difficult. Look at South Korea - they've got a population of 40 million and their films can domestically gross $80 million. That's huge. With our films, we try hard to make sure they make a bit of money, and we have been...