Word: speed
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...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 from the variable-speed Ambien ad than from the consistently...
...isolate drug commercials, and systematically measure their "cognitive accessibility." It's the kind of research that also helps Day explain how well, for example, jurors understand instructions given in court. Day (whose research is not funded by either the industry or the FDA) analyzes ads for their linguistic complexity, speed of voiceovers, visual distractions and the timing of when information is given about drug benefits and side effects - all to help determine how easy it is to understand and remember the information presented...
...that did a better job of helping viewers understand and remember risk information was for the bladder control drug Enablex, which features colorful bouncing 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...
...serve. She also had an extraordinary one-handed backhand that earned her the swooning admiration of legends like John McEnroe. A thoughtful player, she performed best on clay, a slower surface more suited to her guile. What she lacked in height and natural power, she made up for with speed and accuracy...
...when the IOC inspectors finally did come on April 23, he says, police beat up protestors. Police deny any cruelty, and the Voice of Russia radio station quoted French ski star Jean-Claude Killy, the head of the IOC's delegation, as saying that he was impressed with the speed of preparations...