Effectiveness of tv

• gives people facts
• less image people concious prefer this

• using subtle techniques
• people who score highly on the self monitoring (taking pride of your looks) prefer this

• Martin (1997) meta-analysis found positive correlations between age and understanding

• Pine and Nash (2001) relationship between commerical tv ad's and the number of advertised products on a childs christmas list there was a positive correlation

• using a celeb to promote products
• they are trusthworthy and popular

• remember the celeb and not the product

• this became legal in 2011
• placing a product in a tv show etc.

• this may reinforce peoples hate for certain products and not favour them

French (2004) situations in which media have been found to be appropriate in the following:

1. when wide exposure is desired - tv offers widest exposure at some cost

2. time frame is urgent - best opporutnity for reaching large number of people

3. behavioural goal is simple - simple behaviours such as having an injection are easier through the media

Disentangling media and other effects: 

• pine and nash showed that children were most influenced
• however they are more influenced when they are alone as parents often mediate
• influence of peers is also important due to conversatios with friends etc.

Impact of advertising:

• Giles (2003) the reason tv and cinema been so successful due to having a captive audience
• 80% viewers are likely to leave the room when adverts come on
• many people fast forward tv when adverts come on

HDA (2007) number of signifcant changes in health-related attitudes and behaviour that could be realted:

1. alachol: knowledge of units 30%

assesment of own drinking 8%

2. HIV/AIDS: belief that comdon protects aids 66%

3. skin cancer: used suncream 34%