Advertising montage: Two theoretical perspectives

✍ Scribed by Val Larsen; Newell D. Wright; Thomas Robert Hergert

• Book ID: 102490489
• Publisher: John Wiley and Sons
• Year: 2003
• Tongue: English
• Weight: 140 KB
• Volume: 21
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/mar.10112

✦ Synopsis

Abstract

Building upon structuralist and phenomenological theories, this article explores the effects of video montage—camera cuts in particular—on the appeal and persuasiveness of television advertisements. The article proposes a structuralist method for objectively describing ad form and tests well‐known theories propounding that responses to a stimulus are a function of boredom and confusion. Camera cuts, boredom, and confusion were all found to affect subjects' attitude toward the ad. © 2004 Wiley Periodicals, Inc.