an endearing marxist syllabus
Summer and Fall/Autumn 2021 – Winter 2022
I. What is the Left? – What is Marxism?
Thursdays, starting July 29th
6:00 - 8:00 p.m.
SEC Plaza, Memorial Union, Oregon State University
2501 SW Jefferson Way, Corvallis, OR 97331
• required / + recommended reading
Marx and Engels readings pp. from Robert C. Tucker, ed., Marx-Engels Reader (Norton 2nd ed., 1978)
Week A. Introduction: Capital in history | Jul. 29, 2021
• Max Horkheimer, "The little man and the philosophy of freedom" (1926–31)
• epigraphs on modern history and freedom by Louis Menand (on Marx and Engels), Karl Marx, on "becoming" (from the Grundrisse, 1857–58), and Peter Preuss (on history)
+ Being and becoming (freedom in transformation) chart of terms
• Chris Cutrone, "Capital in history" (2008)
+ Capital in history timeline and chart of terms
+ video of Communist University 2011 London presentation
+ Capitalist contradiction chart of terms
• Cutrone, "The Marxist hypothesis" (2010)
• Cutrone, “Class consciousness (from a Marxist persective) today” (2012)
+ G.M. Tamas, "Telling the truth about class" [HTML] (2007)
+ Robert Pippin, "On Critical Theory" (2004)
+ Rainer Maria Rilke, "Archaic Torso of Apollo" (1908)
Week B. 1960s New Left I. Neo-Marxism | Aug. 5, 2021
• Martin Nicolaus, “The unknown Marx” (1968)
+ Commodity form chart of terms
+ Capitalist contradiction chart of terms
+ Organic composition of capital chart of terms
+ Marx on surplus-value chart of terms
• Theodor W. Adorno, “Late Capitalism or Industrial Society?” (AKA “Is Marx Obsolete?”) (1968)
• Moishe Postone, “Necessity, labor, and time” (1978)
+ Postone, “Interview: Marx after Marxism” (2008)
+ Postone, “History and helplessness: Mass mobilization and contemporary forms of anticapitalism” (2006)
+ Postone, “Theorizing the contemporary world: Brenner, Arrighi, Harvey” (2006)
Week C. 1960s New Left II: Gender and sexuality | Aug. 12, 2021
The situation of women is different from that of any other social group. This is because they are not one of a number of isolable units, but half a totality: the human species. Women are essential and irreplaceable; they cannot therefore be exploited in the same way as other social groups can. They are fundamental to the human condition, yet in their economic, social and political roles, they are marginal. It is precisely this combination — fundamental and marginal at one and the same time — that has been fatal to them.
— Juliet Mitchell, "Women: The longest revolution" (1966)
+ Capitalist contradiction chart of terms
• Juliet Mitchell, “Women: The longest revolution” (1966)
• Clara Zetkin and Vladimir Lenin, “An interview on the woman question” (1920)
• Theodor W. Adorno, “Sexual taboos and the law today” (1963)
• John D’Emilio, “Capitalism and gay identity” (1983)
Week D. 1960s New Left III. Anti-black racism in the U.S. | Aug. 19, 2021
As a social party we receive the Negro and all other races upon absolutely equal terms. We are the party of the working class, the whole working class, and we will not suffer ourselves to be divided by any specious appeal to race prejudice; and if we should be coaxed or driven from the straight road we will be lost in the wilderness and ought to perish there, for we shall no longer be a Socialist party.
— Eugene Debs, "The Negro in the class struggle" (1903)
+ Eugene Debs, "The Negro in the class struggle" (1903)
+ Debs, "The Negro and his nemesis" (1904)
+ Capitalist contradiction chart of terms
• Richard Fraser, “Two lectures on the black question in America and revolutionary integrationism” (1953)
+ Fraser, "For the materialist conception of the Negro struggle" (1955)
• James Robertson and Shirley Stoute, “For black Trotskyism” (1963)
+ Spartacist League, “Black and red: Class struggle road to Negro freedom” (1966)
+ Bayard Rustin, “The failure of black separatism” (1970)
• Adolph Reed, “Black particularity reconsidered” (1979)
+ Reed, “Paths to Critical Theory” (1984)
Week E. Frankfurt School precursors | Aug. 26, 2021
+ Capitalist contradiction chart of terms
• Wilhelm Reich, “Ideology as material power” (1933/46)
• Siegfried Kracauer, “The mass ornament” (1927)
+ Kracauer, “Photography” (1927)
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
Week F. Radical bourgeois philosophy I. Rousseau: Crossroads of society | Sep. 2, 2021
To be radical is to go to the root of the matter. For man, however, the root is man himself.
— Marx, Critique of Hegel’s Philosophy of Right (1843)
Whoever dares undertake to establish a people’s institutions must feel himself capable of changing, as it were, human nature, of transforming each individual, who by himself is a complete and solitary whole, into a part of a larger whole, from which, in a sense, the individual receives his life and his being, of substituting a limited and mental existence for the physical and independent existence. He has to take from man his own powers, and give him in exchange alien powers which he cannot employ without the help of other men.
— Jean-Jacques Rousseau, On the Social Contract (1762)
• Max Horkheimer, "The little man and the philosophy of freedom" (1926–31)
• epigraphs on modern history and freedom by James Miller (on Jean-Jacques Rousseau), Louis Menand (on Marx and Engels), Karl Marx, on "becoming" (from the Grundrisse, 1857–58), and Peter Preuss (on history)
+ Rainer Maria Rilke, "Archaic Torso of Apollo" (1908)
+ Robert Pippin, "On Critical Theory" (2004)
+ Being and becoming (freedom in transformation) chart of terms
• Jean-Jacques Rousseau, Discourse on the Origin of Inequality (1754) PDFs of preferred translation (5 parts): [1] [2] [3] [4] [5]
+ Capital in history timeline and chart of terms
• Rousseau, selection from On the Social Contract (1762)
Week G. Radical bourgeois philosophy II. Adam Smith: On the wealth of nations (part 1) | Sep. 9, 2021
• Adam Smith, selections from The Wealth of Nations
Volume I [PDF]
Introduction and Plan of the Work
Book I: Of the Causes of Improvement…
I.1. Of the Division of Labor
I.2. Of the Principle which gives Occasion to the Division of Labour
I.3. That the Division of Labour is Limited by the Extent of the Market
I.4. Of the Origin and Use of Money
I.5 Of the Real and Nominal Price of Commodities
I.6. Of the Component Parts of the Price of Commodities
I.7. Of the Natural and Market Price of Commodities
I.8. Of the Wages of Labour
I.9. Of the Profits of Stock
Book III: Of the different Progress of Opulence in different Nations
III.1. Of the Natural Progress of Opulence
III.2. Of the Discouragement of Agriculture in the Ancient State of Europe after the Fall of the Roman Empire
III.3. Of the Rise and Progress of Cities and Towns, after the Fall of the Roman Empire
III.4. How the Commerce of the Towns Contributed to the Improvement of the Country
Week H. Radical bourgeois philosophy III. Adam Smith: On the wealth of nations (part 2) | Sep. 16, 2021
• Smith, selections from The Wealth of Nations
Volume II [PDF]
IV.7, Of Colonies
V.1. Of the Expences of the Sovereign or Commonwealth
Week I. Radical bourgeois philosophy IV. What is the Third Estate? | Sep. 23, 2021
• Abbé Emmanuel Joseph Sieyès, What is the Third Estate? (1789) [full text]
+ Bernard Mandeville, The Fable of the Bees (1732)
Week J. Radical bourgeois philosophy V. Kant and Constant: Bourgeois society | Sep. 30, 2021
• Immanuel Kant, "Idea for a universal history from a cosmopolitan point of view" and "What is Enlightenment?" (1784)
+ Being and becoming (freedom in transformation) chart of terms
+ Kant's 3 Critiques [PNG] and philosophy [PNG] charts of terms
• Benjamin Constant, "The liberty of the ancients compared with that of the moderns" (1819)
+ Jean-Jacques Rousseau, Discourse on the origin of inequality (1754)
+ Rousseau, selection from On the social contract (1762)
Week K. Radical bourgeois philosophy VI. Hegel: Freedom in history | Oct. 7, 2021
• G.W.F. Hegel, Introduction to the Philosophy of History (1831) [HTML] [PDF pp. 14-128] [Audiobook]
+ Being and becoming (freedom in transformation) chart of terms
Week 1. What is the Left? I. Capital in history | Oct. 14, 2021
• Max Horkheimer, "The little man and the philosophy of freedom" (1926–31)
• epigraphs on modern history and freedom by Louis Menand (on Marx and Engels), Karl Marx, on "becoming" (from the Grundrisse, 1857–58), and Peter Preuss (on history)
+ Being and becoming (freedom in transformation) chart of terms
• Chris Cutrone, "Capital in history" (2008)
+ Capital in history timeline and chart of terms
+ video of Communist University 2011 London presentation
+ Capitalist contradiction chart of terms
• Cutrone, "The Marxist hypothesis" (2010)
• Cutrone, “Class consciousness (from a Marxist persective) today” (2012)
+ G.M. Tamas, "Telling the truth about class" [HTML] (2007)
+ Robert Pippin, "On Critical Theory" (2004)
+ Rainer Maria Rilke, "Archaic Torso of Apollo" (1908)
Week 2. What is the Left? II. Utopia and critique | Oct. 21, 2021
• Max Horkheimer, selections from Dämmerung (1926–31)
• Adorno, “Imaginative Excesses” (1944–47)
• Leszek Kolakowski, “The concept of the Left” (1958)
• Herbert Marcuse, "Note on dialectic" (1960)
• Marx, To make the world philosophical (from Marx's dissertation, 1839–41), pp. 9–11
• Marx, For the ruthless criticism of everything existing (letter to Arnold Ruge, September 1843), pp. 12–15
+ Capitalist contradiction chart of terms
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
Week 3. What is Marxism? I. Socialism | Oct. 28, 2021
• Marx, selections from Economic and philosophic manuscripts (1844), pp. 70–101
+ Commodity form chart of terms
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
+ Capitalist contradiction chart of terms
• Marx and Friedrich Engels, selections from the Manifesto of the Communist Party (1848), pp. 469–500
• Marx, The coming upheaval (from The Poverty of Philosophy, 1847), pp. 218–19
Week 4. What is Marxism? II. Revolution in 1848 | Nov. 4, 2021
• Marx, Address to the Central Committee of the Communist League (1850), pp. 501–511 and Class struggle and mode of production (letter to Weydemeyer, 1852), pp. 218–220
• Engels, The tactics of social democracy (Engels's 1895 introduction to Marx, The Class Struggles in France), pp. 556–573
• Marx, selections from The Class Struggles in France 1848–50 (1850), pp. 586–593
• Marx, selections from The 18th Brumaire of Louis Bonaparte (1852), pp. 594–617
Week 5. What is Marxism? III. Bonapartism | Nov. 11, 2021
+ Karl Korsch, "The Marxism of the First International" (1924)
• Marx, Inaugural address to the First International (1864), pp. 512–519
• Marx, selections from The Civil War in France (1871, including Engels's 1891 Introduction), pp. 618–652
+ Korsch, Introduction to Marx, Critique of the Gotha Programme (1922)
• Marx, Critique of the Gotha Programme, pp. 525–541
• Marx, Programme of the Parti Ouvrier (1880)
Week 6. What is Marxism? IV. Critique of political economy | Nov. 18, 2021
The fetish character of the commodity is not a fact of consciousness; rather it is dialectical, in the eminent sense that it produces consciousness. . . . [P]erfection of the commodity character in a Hegelian self-consciousness inaugurates the explosion of its phantasmagoria.
— Theodor W. Adorno, letter to Walter Benjamin, August 2, 1935
+ Commodity form chart of terms
+ Capitalist contradiction chart of terms
+ Organic composition of capital chart of terms
+ Marx on surplus-value chart of terms
• Marx, selections from the Grundrisse (1857–61), pp. 222–226, 236–244, 247–250, 276–293 ME Reader pp. 276–281
• Marx, Capital Vol. I, Ch. 1 Sec. 4 "The fetishism of commodities" (1867), pp. 319–329
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
Winter break readings
+ Richard Appignanesi and Oscar Zarate / A&Z, Introducing Lenin and the Russian Revolution / Lenin for Beginners (1977)
+ Sebastian Haffner, Failure of a Revolution: Germany 1918–19 (1968)
+ Tariq Ali and Phil Evans, Introducing Trotsky and Marxism / Trotsky for Beginners (1980)
+ James Joll, The Second International 1889–1914 (1966)
+ Carl Schorske, The SPD 1905-17: The Development of the Great Schism (1955)
+ J.P. Nettl, Rosa Luxemburg (1966) [Vol. 1] [Vol. 2]
+ Edmund Wilson, To the Finland Station: A Study in the Writing and Acting of History (1940), Part II. Ch. (1–4,) 5–10, 12–16; Part III. Ch. 1–6
Week 8. Nov. 25, 2021 U.S. Thanksgiving break
Week 7. What is Marxism? V. Reification | Dec. 2, 2021
• Georg Lukács, “The phenomenon of reification” (Part I of “Reification and the consciousness of the proletariat,” History and Class Consciousness, 1923)
+ Commodity form chart of terms
+ Reification chart of terms
+ Capitalist contradiction chart of terms
+ Organic composition of capital chart of terms
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
Week 9. What is Marxism? VI. Class consciousness | Dec. 9, 2021
• Lukács, “Class Consciousness” (1920), Original Preface (1922), “What is Orthodox Marxism?” (1919), History and Class Consciousness (1923)
+ Capitalist contradiction chart of terms
+ Reification chart of terms
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
+ Herbert Marcuse, "Note on dialectic" (1960)
+ Marx, Preface to the First German Edition and Afterword to the Second German Edition (1873) of Capital (1867), pp. 294–298, 299–302
Week 10. What is Marxism? VII. Ends of philosophy | Dec. 16, 2021
• Korsch, “Marxism and philosophy” (1923)
+ Capitalist contradiction chart of terms
+ Being and becoming (freedom in transformation) / immanent dialectical critique chart of terms
+ Herbert Marcuse, "Note on dialectic" (1960)
+ Marx, To make the world philosophical (from Marx's dissertation, 1839–41), pp. 9–11
+ Marx, For the ruthless criticism of everything existing (letter to Arnold Ruge, September 1843), pp. 12–15
+ Marx, "Theses on Feuerbach" (1845), pp. 143–145
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Dear Yuletide Writer
Hello! Thank you so much for taking the time to create something for me. I really appreciate it. Below the cut I’ve included some of my likes and dislikes as well as some prompts and thoughts on each of my requested fandoms. But if none of my prompts tickles your fancy and you have something else you’d like to do, go for it!
General Likes:
found family
domesticity
hurt/comfort
angst with a happy ending
mutual pining (omg do I love mutual pining)
backstory exploration
fics that explore gaps in canon (missing scenes, etc.)
loyalty
competence
worldbuilding exploration (especially social/cultural stuff - food! clothing! mass media!)
repression and denial (and what happens when these things fail and have to be confronted)
asexual characters
General Dislikes / Do Not Wants:
infidelity
eye trauma
hand/finger trauma
character bashing
breakup/divorce
(non-canonical) character death
pregnancy
sad endings
humiliation
AUs (canon divergence is fine)
hurt/no comfort
NSFW Likes:
praise kink
blindfolds
bondage
light dom/sub
loyalty kink
generally anything with kindness and caring and consent and lots of emotion, however that is conveyed (like, sex should be an overall positive experience for the characters involved, even if that includes things that not everyone would consider fun and even if there is some of the emotion is angst)
NSFW Dislikes / Do Not Wants:
rape/non-con
bestiality
water sports
A/B/O
humiliation
I am happy recieving works rated gen through E, as well as both ship fic and gen fic. Please don’t feel obligated to include all of the requested characters in the fic.
Machineries of Empire (Ajewen Cheris, Garach Jedao Shkan)
I love the worldbuilding in this series, it’s just fantastic (also, like, horrific, but fantastic). I’d love to see something about daily life in the hex/heptarchate because frankly I find this universe terrifying and the question of how do people just live day to day in a world where the threat of being publically tortured to death is omnipresent.
I’d also love to see pre- or post- canon fic. Jedao’s early days as a Shuos assassin? A young Cheris deciding to join the Kel and dealing with her family’s reaction?
Competence is a huge thing in this fandom which I love (Jedao is so good at tactics! Cheris is so good at math!) so that is always a huge plus.
I’d also love something where we get to see one of the scenes from the books from another characters POV than in canon - getting Jedao’s perspective of the events of Ninefox Gambit, or Cheris/Jedao’s persective of Raven Strategem.
Green Rider Series (Karrigan Gladheon, Estral, Laren Mapstone, Lady Estora)
I would love to see something exploring one or more of the female friendships that are in this series! (Obviously for this one especially don’t feel obligated to include all of the requested characters if you do not want to).
I would love to see a story about Karrigan and Estral’s time at school together. What did they do together in their free time? What was it like the first time Estral introduced her friend to her father? What was Estral’s reaction when she found out Karrigan had run away from school?
Something about Captain Mapstone and Lady Estora working together. These two are a formidable pair and I’d love to see them working together whether it is to outmaneuver a political opponent or to persuade Zachary on a certain issue.
The Goblin Emperor (Cala Athmaza, Deret Beshelar)
Again with the worldbuilding - I love it and anything that explores the world of this story would be fantastic. Clothing, customs, education, infrastructure, religion, any of it, tell me I want to know.
I would love to see some hurt/comfort (physical or emotional, both are great!), preferably either Cala or Beshelar being the one hurt and the other doing the comforting. I love their relationship (I love it both platonic and shippy) and hurt/comfort puts them in the situation where the protector has to become the one who is being cared for and that is just so delightful to read.
Thank you again for taking the time to create something for me! Happy yuletide!
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A SIMPLE TAKE ON ADVERTISING PRE-TESTING
The age of mass production has introduced many new disciplines to marketing theories, one of which is consumer behaviour study. As consumers are exposed to countless advertisements everyday, it is crucial that marketers and advertisers understand what drives people to make a purchase decision. Many aspects of this subject have been brought to light by James Jayesuria’s presentation on the practices of predicting advertising effectiveness and testing emotional content at Milward Brown Global Agency. Based on that, this essay will further discuss the role of emotion behind consumer behaviour in search of an understanding of its effect on the advertising industry.
Extensive research showed that the process of making purchase decision is a complicated one that involves consumer cognition, habits, and environment. However, Hansen and Christensen (2007) argued that ‘affect in the form of emotions, feelings, and moods plays a much larger role in consumer choice and processing of advertising than is generally accepted’. Hollis (2010) shared this belief in discussion of emotion in advertising:
‘Every ad generates an emotional response, because everything we encounter in life generates an instictive emotional response. Everything. And so in this way, emotion is more important than most advertisers realise’ (p. 1).
Although this notion is very insightful, it presents several challenges, one of which involves the Dual Process Theory. This theory established that a person’s cognitive processes are divided into two systems – system 1 or ‘automatic system’ and system 2 or ‘effortful system’ (Kahnerman 2012). When a person gets exposed to an advertisement, system 1 dictates his immediate emotional reaction, while system 2 decides his rational response. As a result, emotional response to advertising is ‘largely out of the conscious control of the individual’ (Mehta & Purvis 2006).
Another challenge for advertisers in trying to elicit emotion from viewers is that ‘there is little agreement among advertising researchers about how exactly emotion works to influence the overall impact of advertising, or even how emotional response in advertising can be measured or evaluated’ (Mehta & Purvis 2006).
In an effort to overcome these challenges, many studies have been conducted over the last three decades in an attempt to measure and evaluate emotional reactions to advertising stimuli. Poels and Dewitte (2006) systematised them into two main methods: ‘self report measures’ and ‘autonomic measures’. They have different approaches and aim to register different types of emotions, however each method has its own limitations:
‘Self report measures are cheap and easy but they necessarily involve a cognitive intervention. Autonomic reactions, at first sight, seem most valid to measure lower order emotions. However, due to implementation difficulties and the lack of straightforward and accurate data, the measurement of autonomic measures is not yet fully integrated in advertising research’ (Poels & Dewitte 2006, p. 33).
As one of the most prestigious advertising agencies in the world, Milward Brown has developed their own solution that combines both ‘self report measures’ and ‘autonomic measures’. The result is an advertising pre-testing tool called LinkTM. It is defined as ‘a quantitative research solution that provides both evaluative and diagnostic feedback on advertising prior to airing’ (Jayesuria 2015).
LinkTM collects data through online surveys in which participants are exposed to a test ad in animatic form, while the system records their facial expressions for analysis purposes. Afterwards, participants will be asked to complete a questionaire which aims to gauge on their thoughts toward aforementioned test ad. This way Milward Brown can evaluate an ad’s effectiveness and provide consultation based on a compiled analysis of both emotional reactions (system 1) and rational responses (system 2) from participants.
LinkTM and other pre-testing techniques have helped established further that ‘emotions drive everything we do, so an absence of emotion results in inaction […]’ (Wood, cited in Warc 2010). As a result, ‘emotional campaigns can deliver more effectively than persuasion or information based campaigns on sales, share, or profit objectives’ (Wood 2010). According to Jayesuria (2015), Milward Brown utilises the same principle in evaluating advertising efficiency. The agency believes that there are 12 feelings that an ad can elicit from viewers, divided into 4 fields: active positive, passive positive, passive negative, active negative. Brands need to manage their campaigns so that they do not fall into the passive negative category for it translates into ‘absence of emotion’.
With that being said, emotion is hardly the ultimate goal in advertising. Humans are only as sentimental as they are sensible, which means they often need a factual claim to help justify any purchase decision. Therefore, the most effective strategy is to ‘present both rational and emotional reasons’ to activate the highest level of engagement.
In conclusion, it is evident that emotion plays an incredibly important role in the process of making purchase decision. As a result, it is crucial that advertisers analyse their objective and optimise their ads accordingly to invoke an emotional response from audience. Further, the role of emotion in advertising is one complex subject that involves cognitive neuroscience theories and consumer behaviour theories. Therefore, it is essential that advertisers stay in touch with all developments in this field and apply new findings into their execution.
References:
Cho, H & Stout, PA 1993, ‘An Extended Persective on the Role of Emotion in Advertising Processing’, Advances in Consumer Research, vol. 20, pp. 692 – 697. Available from: <http://acrwebsite.org/volumes/7543/volumes/v20/NA-20>
Friestad, M & Thorson, E 1986, ‘Emotion Eliciting Advertising: Effects on Long Term Memory and Judgment’, Advances in Consumer Research, vol. 13, pp. 111 – 116. Available from: < http://acrwebsite.org/volumes/6475/volumes/v13/NA-13>
Hansen, F & Christensen, SR 2007, Emotions, Advertising and Consumer Choice, Copenhagen Business School Press, Denmark.
Hollis, N 2010, ‘Emotion in Advertising: Pervasive, Yet Misunderstood’, Milward Brown: Point of View. Available from: < http://www.millwardbrown.com/docs/default-source/insight-documents/points-of-view/MillwardBrown_POV_EmotionInAdvertising.pdf>
Hoyer, WD, MacInnis, DJ & Pieters, R 2013, Consumer Behaviour, Cengage Leaning, OH, USA.
Jayesuria, J 2015, Predicting Advertising Effectiveness and Testing Emotional Content, presentation, presented at RMIT City Campus, Australia.
Kahnerman, D 2012, Thinking: Fast and Slow, Farrar, Straus and Giroux, NY, USA.
Mehta, A & Purvis, SC 2006, ‘Reconsidering Recall and Emotion in Advertising’, Journal of Advertising Research. Available from: <http://www.isihome.ir/freearticle/ISIHome.ir-22074.pdf>
Poels, K & Dewitte, S 2006, ‘How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising’, Social Science Research Network. Available from: <http://papers.ssrn.com/sol3/papers.cfm?abstract_id=944401>
Warc Exclusive 2010, Warc Briefing: Using Emotion, Warc. Available from: <http://www.warc.com.ezproxy.lib.rmit.edu.au/Content/ContentViewer.aspx?MasterContentRef=1a04f1f2-1dcf-4146-a41a-95ca26533de9&q=warc+briefing+using+emotion&CID=A92153&PUB=WARC-EXCLUSIVE>
Wood, O 2010, ‘Using an Emotional Model to Measure Ad Effectiveness’, Admap. Available from: <http://www.warc.com.ezproxy.lib.rmit.edu.au/Content/ContentViewer.aspx?MasterContentRef=840c5ede-0881-4e1c-a461-a298092a99b1>
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