McGuire's Theory
- Sequential approach. Argues successful advertising passes through stages of decision-making at end viewer makes purchase
1) Exposure: broadcast through various mediums. For maximum exposure ads co-ordinated, so when channel hopping viewers forced to watch ad.
2) Attention: grab attention with music or comedy etc
3) Comprehension: knowing what is said more important than belief in message
4) Yield: viewer accepts message, requires belief
5) Retention: viewer must remember message. ads use package design etc to aid retention by increasing familiarity. Succesfully passing through stages leads to effective tv persuasion.
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