This study aimed to find out the effect of type of advertisement & / number of advertisement
manipulation on memory for and attitude towards advertisements. Type of advertisement was
manipulated via embedding either superimposed advertisement(s) or traditional commercial(s) in
a movie. The number of advertisement manipulation was made through embedding either 1 or 7
advertisements for both types of advertisements in the same movie. With respect to type of
advertisement manipulation, it was hypothesized that, both superimposed advertisements and
traditional commercials may have an access to LTM for later recall and recognition. However, it
was expected that, the recall and recognition scores of the viewers exposed to superimposed
advertisement(s) will be lower compared to traditional commercial viewers due to the shorter
duration and background distraction characteristics of superimposed advertisements. Regarding
number of advertisements manipulation, it was hypothesized that, regardless of the type of advertisement, the recall and recognition scores of the viewers exposed to 7 advertisements will
be lower compared to viewers exposed to only 1 advertisement due to retroactive and proactive
inhibition. Secondly, it was hypothesized that, for both types of advertisements the viewers
exposed to 7 advertisements will be able to recall at most 5 advertisements concerning that, at
most 4 or 5 chunks (advertisements) could be processed in STM at one time (Simon, 1973).
Further, it was expected that, the processing capacity of STM for viewers exposed to 7
superimposed advertisements might be reduced due to simultaneous view of the advertisements
with the ongoing program, which may result in less processing of chunks (advertisements) and
therefore lower levels of recall as compared to viewers exposed to 7 traditional commercials. In
the present study, in addition to attitude towards the embedded advertisements, viewers&rsquo / attitude
towards to program was also measured concerning the potential effects of program environment
related variables on attitude towards advertisements. However, in relation to both attitude
towards program and attitude towards embedded advertisements, it was proposed that, the
variations will be on an individual basis / thus, no main effect was expected with respect to both
aspects of attitude measurements. 60 undergraduate students from METU participated in the
study. Data gathered via administration of 2 different attitude scales and 3 different memory
scales. The results of the present study confirmed some of the hypothesizes. However, some
were only partially confirmed and for some, no evidence could be obtained. On the whole, it was
concluded that, the effectiveness of traditional commercials are superior compared to
superimposed advertisements with respect to memory for advertisements. However, when
individuals are exposed to multiple advertisements (7 in our case) this difference was negligible
between traditional commercials and superimposed advertisements. The implications of the
study were discussed.
| Identifer | oai:union.ndltd.org:METU/oai:etd.lib.metu.edu.tr:http://etd.lib.metu.edu.tr/upload/12605180/index.pdf |
| Date | 01 August 2004 |
| Creators | Kocabiyikoglu, Pinar Ayse |
| Contributors | Ozkan, Bengi |
| Publisher | METU |
| Source Sets | Middle East Technical Univ. |
| Language | English |
| Detected Language | English |
| Type | M.S. Thesis |
| Format | text/pdf |
| Rights | To liberate the content for public access |
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