Measurements were taken of thebulkrheological properties of concentrated emulsions, using a Weissenberg rheogoniometer. The emulsions investigated were various composition ratios of the following systems: (a) a viscoelastic‐viscoelastic system consisting of a 2 wt % aqueous solution of polyacrylamide (Separan AP 30) and a 6 wt % solution of polyisobutylene (PIB) in decalin; (b) a Newtonian‐viscoelastic system consisting of low‐molecular‐weight polybutene (Indopol L50) and a 2 wt % aqueous solution of polyacrylamide; (c) a Newtonian‐Newtonian system consisting of low‐molecular‐weight polybutene (Indopol L100) and glycerine. Emulsions were prepared first by using a stirrer and then by circulating the premixed emulsion through a gear pump in a closed‐loop flow system, until equilibrium droplet sizes were obtained. It was found that the bulk viscosity and elasticity (i.e., first normal stress difference) of an emulsion system go through a minimum and/or through a maximum at certain composition ratios, and that the state of dispersion of one liquid in another has a profound influence on the observed bulk rheological behavior. The seemingly peculiarbulkrheological behavior observed is explained with the aid of photomicrographs describing the state of dispersion of one liquid in another. It is of interest to mention that certain emulsions of glycerine and Indopol exhibit non‐Newtonian viscoelastic behavior although the individual components are strictly Newtonian fluids. This rather unusual behavior is explained in the light of the existing phenomenological theories.