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Effects of programme context on memory of humorous television commercials

โœ Scribed by Adrian Furnham; Barrie Gunter; Deidre Walsh

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
144 KB
Volume
12
Category
Article
ISSN
0888-4080

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โœฆ Synopsis

This study examined the eects of programme context on the memory of humorous television advertisements among a youth sample aged 16 to 18 years. Additionally, the relationship between the enjoyment and involvement properties of the programme and memory for advertisements were investigated. An experimental design was developed to test the memory for a set of six humorous and a set of six non-humorous advertisements within two programme contexts ยฑ a news bulletin and a comedy show. Findings indicated that unaided recall for advertisements was aected by programme type with memory for advertising being better from news than from comedy. Further, memory for humorous advertisements was better than that for non-humorous advertisements. Audience involvement with, and enjoyment of, the surrounding programme were found to be associated with poorer memory for advertisement content.

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