Media - SS2 - Media & Persuasion - Uses & Gratification Theory (Persuasiveness of TV ads)

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Which psychologist supports that TV ads are effective?
Gorn
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When did ppts prefer a pen in Gorn's study?
When presented with a likeable song rather than a dislikeable song
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Which 4 psychologists support that TV ads are not effective?
Belch, Oates et al, Moeller, and Judd & Alexander
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What did Belch do?
Considered the impact of TV ads during a 1 hour programme
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What was found about attitudes & purchase intentions and cognitive responses?
They were not affected by the message repetition and that cognitive responses became more negative as exposure frequency increased
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What did Oates et al test 6-10 year olds on?
Their responses to TV ads, testing them on recall, recognition and understanding of them
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What was found after 1 exposure?
Scenes from adverts were recalled, but recall of brand names was poorer for younger children
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What % of 6, 8 and 10 year olds discussed the adverts in terms of persuasion?
0% of 6 year olds, 25% of 8 year olds, and 33% of 10 year olds = purpose not fully understood
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What did Judd & Alexander investigate?
The persuasiveness of using sexually suggestive TV ads
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What was found among students?
Recall of brand names and product info was lower than for non-suggestive ads = supports the attention distraction hypothesis
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What did Moeller research?
Media appeals on natural disasters
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What was found for subsequent media appeals?
Donations of help for victims would decrease
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What evidence is there that TV ads are persuasive?
Charities such as Comic Relief raise millions each year through advertising on TV
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What PAs are there?
As we know that sexually suggestive ads don't work, we can avoid using them in order to make a TV ad more persuasive
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Why is it hard to measure if they actually work or not?
Many other factors are likely to affect if someone is affected by a TV ad or not - someone may shop at a certain supermarket as of proximity, not because of their TV ad
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Card 2

Front

When did ppts prefer a pen in Gorn's study?

Back

When presented with a likeable song rather than a dislikeable song

Card 3

Front

Which 4 psychologists support that TV ads are not effective?

Back

Preview of the front of card 3

Card 4

Front

What did Belch do?

Back

Preview of the front of card 4

Card 5

Front

What was found about attitudes & purchase intentions and cognitive responses?

Back

Preview of the front of card 5
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