Memory for televised advertisements as a function of program context, viewer-involvement, and gender
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Adrian Furnham
and
Marie-Therese Price
Abstract
This study examined the recall of car and food advertisements within either a car or food television program to investigate the relationship between recall, program content, and viewer involvement. The participants, 92 (52 male, 40 female) sixth-form (high school) students, aged between 16–17 years, were randomly assigned to one of four conditions. As predicted, advertisements placed within a program of dissimilar content were recalled significantly better than if placed within a program of similar content. A gender bias in recall was found with females recalling female-orientated products significantly better than males. Viewer-involvement ratings factored onto three factor clusters: enjoyable, cheerful, and humorous. Negative correlations were shown between cheerfulness and recall in the car program, and positive correlations were shown between cheerfulness and recall in the food program. Finally, implications of the results were considered.
© Walter de Gruyter
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- Memory for televised advertisements as a function of program context, viewer-involvement, and gender
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Articles in the same Issue
- Obstacles or motors of Europeanization? German media and the transnationalization of public debate
- Transcending Uses and Gratifications: Media use as social action and the use of event history analysis
- Memory for televised advertisements as a function of program context, viewer-involvement, and gender
- “It took time to understand Greek newspapers”. The media experience of Swedish women in Greece
- Theoretical approaches of the knowledge society at UNESCO
- What constitutes a good online news site? A comparative analysis of American and European awards
- Book Reviews
- Contributors
