It is not what you say that makes people want to have a relationship with you; it is how you say

it. If this is the

case, it is necessary to re examine the idea that the main purpose of engagement is to enhance the attention,
Depth of processing, and learning of the message.

Experiment:
But there is one indicator that indicates how much "conscious thinking" is going on and that is the frequency of
our eye movements.

EXPERIMENTAL PROCEDURE
To eliminate priming, 17 subjects were recruited via an email from the University of Bath Department of
Pharmacology and asked to take part in a study to test the effect of TV watching on the eyes. If the subject is
primed to be aware that advertising is of interest to the researcher, then the attention levels toward
advertisements may be artificially increased.
Head mounted camera were used to record three eye movements
Advertisements were played in between the shows and also print advertisements were given to them. But when
the results were analysed the time taken to process the print advertisement were twice as that of an TV
advertisement.

The findings of the eye fixation experiment confirm that television advertising receives far less attention than print
advertising, even though it appears to be an excellent brand builder. In other words, although TV advertising appears to
engage, it does not appear to get much attention. It can be concluded that the effectiveness of TV is unlikely to arise from its
ability to effectively communicate a message.

Emotional Model for TV:

FEELINGS- SUB & SEMI CONSCIOUS THINKING -COVERT(Hidden) BRAND-LINKED ATTITUDE CHANGE
-DECISION

Hypothesis....

 Engagement and attention do not appear to be dependent on one another. As the definitions proposed, suggest, the
two are different constructs that operate independently.
 Engagement, if it can operate without attention, must depend on emotionalcommunication, not rational
communication. If it did not, then we would find that TV would be getting less and less able to build brands, and
high-attention print advertisements would be becoming better and better. This is evidently not the case.