A study used 18 television commericals, selected as representative of a variety of executional styles and products, and generated scores for each of them on 18 dimensions of structural variation. In addition, a multivariate analysis was used to examine the relations both among the dimensions and between these dimensions and some common measures of viewer response to commercials (recalling, recognizing, and liking). The 18 variables were organized into four classes: (1) those that measured language structure, (2) those that measured the integration of information in commercials, (3) visual measures of package emphasis and the number of scenes, and (4) measures of the presence of affective or emotional stimuli. Findings showed that the stimulus variables did cluster into factors, demonstrating that selection of commercials as exemplars on one stimulus dimension can easily bring about confounding with other dimensions. Five pages of references are included. (HOD)