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. 2016 Nov 7;6:36487. doi: 10.1038/srep36487

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Copyright © 2016, The Author(s)

This work is licensed under a Creative Commons Attribution 4.0 International License. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in the credit line; if the material is not included under the Creative Commons license, users will need to obtain permission from the license holder to reproduce the material. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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All video commercials were classified based on narrative structure and branding product exposure: (1) NS-ME–narratively structured with multiple exposures, (2) NS-SE–narratively structured with a single exposure, (3) NNS-ME–non-narratively structured with multiple exposures, (4) NNS-SE–non-narratively structured with a single exposure. Thirty-two video commercials were played randomly with no repeats and there were eight advertising stimuli in each class.