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The purpose of this study is to improve listeners\u2019 cognitive processing by determining the effectiveness of several sound elements in an audio message. We analyzed the capacity and the position in radio commercials of three orienting elements\u2014appeals to the listener, music, and sound effects\u2014to determine if and how they enhanced the listener\u2019s attention and recall. The findings indicated that the use of orienting elements significantly increased the level of attention and recall of the listeners, especially in the case of sound effects. Regarding the position of the orienting elements, the study showed they were used effectively when focused on the whole structure of the message, applying the so-called spark orientation effect. <\/jats:p>","DOI":"10.1177\/0093650215609085","type":"journal-article","created":{"date-parts":[[2015,10,15]],"date-time":"2015-10-15T02:28:42Z","timestamp":1444876122000},"page":"965-985","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":9,"title":["The Spark Orientation Effect for Improving Attention and Recall"],"prefix":"10.1177","volume":"46","author":[{"given":"Emma","family":"Rodero","sequence":"first","affiliation":[{"name":"Pompeu Fabra University, Barcelona, Spain"}]}],"member":"179","published-online":{"date-parts":[[2015,10,14]]},"reference":[{"key":"bibr1-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(03)00101-2"},{"key":"bibr2-0093650215609085","doi-asserted-by":"publisher","DOI":"10.4324\/9781315749860"},{"key":"bibr3-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1046\/j.1460-9568.2003.02527.x"},{"key":"bibr4-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1177\/009365002236194"},{"key":"bibr5-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1207\/S1532785XMEP0501_2"},{"key":"bibr6-0093650215609085","doi-asserted-by":"publisher","DOI":"10.2753\/JOA0091-3367360403"},{"key":"bibr7-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1037\/0003-066X.36.2.129"},{"key":"bibr8-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1080\/713755630"},{"key":"bibr9-0093650215609085","first-page":"286","volume":"21","author":"Brooker G.","year":"1994","journal-title":"Advances in Consumer Research"},{"key":"bibr10-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(99)00089-2"},{"key":"bibr11-0093650215609085","doi-asserted-by":"publisher","DOI":"10.3758\/BF03198480"},{"key":"bibr12-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1002\/mar.4220120407"},{"key":"bibr13-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1162\/089892998562997"},{"key":"bibr14-0093650215609085","doi-asserted-by":"publisher","DOI":"10.1002\/mar.20580"},{"key":"bibr15-0093650215609085","volume-title":"El poder de la palabra en la publicidad de radio","author":"Hern\u00e1ndez M. 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