The effectiveness of television

Parasocial relationships provide a trustworthy and reliable endorsement of a product that makes us more willing to try it.

one way celebrity endorsement can work is by transforming the image of the product through its association with a particular celebrity

Walker et al found that the same participants rated the same products differently when endorsed by different celebrities for example a video recorder was rated differently when promoted by Madonna then when promoted by model Christie Brinkly

Another study that you should read over for this is a longer one by Giles (2003) about the 'more th>n' advert from 2001 which will provide you with some more good A02 you can find this in the aqa collins book on page 423.

Does celebirty endorsement work?

• there are alot of anecdotal accounts of the success of celebirty endorsment however research for the effectivness is less conclusive.
• in study of persuasiveness using over 5000 tv adverts by Hume 1992 he found celeberity endorsement didn't enhance persuasion

Impact of advertising

• study by Cornstock and Scharrer 1999 80% if viewers were likely to leave the room when adverts came on or fastforward them if possible
• Bushman 1998 found that both violent and humorous programmes were associated with low levels of recall for advertisements

Robertson and Rossiter investigated whether children could discern the difference between commercials and regular programmes and found...

• as children get older they are better able to discriminate berween commercial advertisements and regular programming
• the findings also suggest when a child attributes persuasive intent to commericials they trust them less, like them less and are less likely to want the products advertised.
• Collins AQA A2 page 424

Will be completed shortly......