We tried our best to address this problem, see the revised version of our paper. However, this is an uphill task. It goes in the direction of advertising effectiveness. We would have loved to cite some reliable sources on advertising effectiveness e.g. by means of neurophysiological evidence based research but tried in vain.
I think there are some ways in which you may tighten up the description of the experimental design.The comparisons between Jung and Aaker are always interesting - although the small sample size may be troubling to some. Reviewing the famous Marlbro ads or thinking about the attention David Beckham's appearance in ads for Adidas receives can be understood to represent viewer's interpretation and unconscious assignment of famous archetypes. It is interesting and the work of Aaker may also be interpreted to represent images of Freedom, Social, Order and Ego. There clearly is a psychological component to the effectiveness an ad may have - although in some cases the appeal of the media selected and the surprising creative are major variables in terms of attention and engagement.