Effectiveness of tv

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Hard-sell

  • gives people facts
  • less image people concious prefer this
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Soft-sell

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

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

  • 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
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Product endorsement

  • using a celeb to promote products
  • they are trusthworthy and popular
  • remember the celeb and not the product
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Product placement

  • 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
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Health campaigns

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

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Commentary

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

 

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Research to support health campaigns

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%

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