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7 Cards in this Set
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PERSUASIVENESS OF TV ADVERTISING
R has focused on the persuasiveness of advertising by looking at how it has shaped consumer beh, this is usually measured in terms of how much consumers like the product. |
PERSUASIVENESS OF TV ADVERTISING The Importance of Congruence
Bushman 2007 - Suggests that TV ads may be better remembered if there is a congruence between prog content & ad content. Commercials that are inconsistent with this motive would be less persuasive. |
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PERSUASIVENESS OF TV ADVERTISING Hard-sell & Soft-sell Advertising
Hard-sell - presenting factual info about a product. Soft-sell - Using more subtle and creative persuasive techniques.
Snyder & DeBono 1985 - Found that hard-sell & soft-sell approaches had different effects on people. People who scored highly on a test of 'self monitoring' had more favorable attitudes to soft-sell ads. People low in self monitoring preferred more factual, hard-sell approaches. |
EVALUATION - PERSUASIVENESS OF TV ADVERTISING Hard-sell Vs Soft-sell Advertising Okazaki et al 2010 - MA of over 75 studies to test whether HS or SS ads were more persuasive. Found that HS techniques focus on specific, factual info = more believable. However, SS techniques are focused more on generating positive emotions, = more positive attitudes. Also HS techniques tend to irritate viewers due to being direct, provocative or confrontational, thus dec their ability to persuade. |
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PERSUASIVENESS OF TV ADVERTISING Product Endorsement Fowles 1996 - Estimated that in 1990, 20% of TV ads used celeb product endorsement. Giles 2003 - Suggests that celebs provide a familiar face = reliable & trustworthy source.
Celebs are seen as a neutral source of info and perform the function of 'rubber stamping' the advertisers claim. |
PERSUASIVENESS OF TV ADVERTISING Product Endorsement O'Mahony & Meenaghan 1997 - Found that CE were not regarded as overly convincing or believable, with perceived credibility and expertise of the endorser being the two 'source' characteristics with the greatest influence on any consumer purchase intention. |
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EVALUATION - PERSUASIVENESS OF TV ADVERTISING
Does Product Endorsement Work? R suggests - not as persuasive as we may think. Hume 1992 - A study of persuasiveness of over 5000 TV commercials. Concluded that CE did not inc the persuasive communication of the advert. |
EVALUATION - PERSUASIVENESS OF TV ADVERTISING
Does Product Endorsement Work? Martin et al 2008 - Found that their student p's were more convinced by a TV ad by fellow student when buying a digital camera than by a celeb. R's claimed that young people like to make sure a product is fashionable among others who resemble themselves. |
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EVALUATION - PERSUASIVENESS OF TV ADVERTISING Limitations of Celeb Endorsement Research Erfgen 2011 - Claims that R on the persuasiveness of CE tends to focus on the characteristics of the celeb and less on the message communicated by the ad. He argues that they may endorse it in an explicit mode (I endorse this product), an implicit mode (I use this product) or in a co-present mode.
R had not considered these different E modes in order to determine whether one type is more persuasive than others. |
EVALUATION - PERSUASIVENESS OF TV ADVERTISING The Impact of Advertising
Giles 2003 - Points out that the reason TV and cinema ads have been successful is due to their ads having a captive audience. However, TV audiences have more options when it comes to viewing the ads.
Comstock & Scharrer 1999 - Found that 80% of viewers were more likely to leave the room when ads came on, and when progs are recorded, viewers tended to fast forward through the adverts, minimising their impact. |
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PERSUASIVENESS OF TV ADVERTISING Children & Advertising
Martin 1997 - MA of studies found a strong + correlation between age and understanding of persuasive intent. Older children could discriminate better between commercials and regular programming and better understood the persuasive intent and trusted them less. 'Pester Power' It is an accepted belief that advertising to young children inc the degree to which they 'pester' their parents for the products.
Pine & Nash 2001 - Found a strong + corr between the amount of commercials on TV watched and the number of advertised items on their letters to Santa. |
EVALUATION - PERSUASIVENESS OF TV ADVERTISING Disentangling Media & Other Effects
Although Pine & Nash found a strong + corr, it was only stronger for children who watch TV on their own, suggesting that parents might mediate in the relationship between ads and beh. The influence of peers is also an important factor.
It is difficult to confidently predict a direct relationship between exposure to ads and beh among children. |
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PERSUASIVENESS OF TV ADVERTISING Sex, Violence & Persuasive Advertisements
Advertisers are usually interested in making commercials to persuade viewers aged 18-34.
Hamilton 1998 - They are believed to be more susceptible to commercial influence and have more disposable income. As younger viewers watch less TV, advertisers embed their messages in progs that young people like to watch, such as those that contain sex or violence.
However, Bushman 2005 - Suggests that this could backfire as the content of the prog appears to impair the memory for ads shown during this time, thus reducing the ads ability to persuade the audience to buy.
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PERSUASIVENESS OF TV ADVERTISING Sex, Violence & Persuasive Advertisements
Bushman 2007 - Most R has focused on neutral ads, but people could pay more attention to ads that have a violent or sexual theme. R on violence in ads is rare. There appears to be an assumption among advertisers that sex attracts attention, which inc sales.
However, Alden & Crowly 1995 - suggests that although sexual adverts do appeal to younger audiences, brand recall is poorer for sexual adverts than it is for neutral ones.
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