NRC Harmonizing Insight: Nordoff-Robbins Clinical Improvisation as a Novel Framework for Testing Broadcast Advertising
NRC for Advertising
Jacob hornik
hornik
Abstract
This short note proposes a novel theoretical and methodological framework for television commercial testing, derived from the principles of Nordoff-Robbins Clinical Improvisation (NRCI). Traditional testing methods, reliant on explicit self-report and biometrics, often fail to capture the holistic, dynamic, and emotional experience of viewing broadcast advertising. NRCI, a music-centered therapeutic practice built on attunement and co-creative improvisation, offers a paradigm for accessing the relational and affective dimensions, facilitating more targeted and personalized advertising. We argue that this approach generates unique diagnostic insights into latent emotional narratives of advertising perceptions and the phenomenological journey of the viewer, complementing existing measures.
