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ABSTRACT
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1977, Krugman reviews two areas that have implications on how advertisements work: the first concerns brain function, the second definitions of exposure and perception. This leads to a tempting conclusion that it is the right brain's picture-taking ability that permits the rapid screening of the environment - to select what it is that the left brain should focus attention on.
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