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Violence and Sex as Advertising Strategies in Television Commercials
Ist Teil von
European psychologist, 2010-01, Vol.15 (4), p.304-311
Ort / Verlag
Göttingen: Hogrefe Publishing
Erscheinungsjahr
2010
Link zum Volltext
Quelle
Applied Social Sciences Index & Abstracts (ASSIA)
Beschreibungen/Notizen
Despite several studies investigating the impact of sex and violence in
television on consumer behavior and memory for products in commercials, results
remain inconsistent and debated. The purpose of the current study was to examine
the effects of television violence and sex on memory for commercials and
willingness to buy products. Two hundred twelve young adults were assigned to
watch either a sexual, violent, combined sexual and violent or neutral
television show. Within each show were embedded 12 commercials, four violent,
four sexual, and four neutral. Results indicated that violent or sexual content
of the television show did not impair memory for commercials or willingness to
buy products, and that sexual or violent content in the commercials themselves
increased memory for those commercials. Implications for the current study are
that violent or sexual shows may adequately function in attracting
viewers' attention, with sexual and violent content in the
commercials themselves improving viewers memory for products. Use of violent or
sexual content in commercials may thus be useful in advertising for brand
recall.