Evaluation of the effectiveness of television

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  • Evaluation of the effectiveness of television
    • Does celebrity endoresement work?
      • Hume (1992) concluded that celebrity endorsement did not enhance the persuasive communication of the advert.
    • The impact of advertising
      • Comstock and Scharrer (1999) found that 80% of people were likely to leave the room when adverts were on.
      • Bushman (1998) found that when watching violent or comedic programmes, the impact of the adverts was blunted beause of the emotional attention to the programme.

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