Viewer Recall of Television Commercials: Prediction from the Propositional Structure of Commercial Scripts
研究了如何通过分析电视广告脚本的命题结构来预测观众的广告回忆效果，对广告策划和营销人员有参考价值。
Esther Thorson, Rita Snyder, Viewer Recall of Television Commercials: Prediction from the Propositional Structure of Commercial Scripts, Journal of Marketing Research, Vol. 21, No. 2 (May, 1984), pp. 127-136