• CT Text Sphere

    Memory is a net: one finds it full of fish when he takes it from the brook, but a dozen miles of water have run through it without sticking.

    Oliver Wendell Holmes, 1858


Our goal is to provide a comprehensive overview of the theoretical underpinnings of Copy Testing Research.

The key tenet of our effort is that advertising works on both cognitive and emotional levels. For this reason, we present the views of cognitive processing theorists along with those of the emotions-driven theorists to aid in reconciling the views of the proponents of both (the rational as well as the emotional processing) systems that underlie consumer engagement with the ad. Rather than advocate or reconcile particular copy testing systems, our compilation focuses on scholarly works that are not ordinarily accessible to the researcher or practitioner.

We hope that the site will become a useful jumping off point for the disparate groups of researchers, academics, practitioners and users – people who are interested in thinking about the strengths and weaknesses of copy testing and how it can be applied and improved.