Motion picture advertisements often include cues referencing previous top-grossing films, such as "From the makers of Cast Away," in efforts to boost viewing intention. However, previous research has suggested that the "makers" of films, such as the directors, writers, and producers are not influential in increasing viewer intention to see a film. The following study investigated the use of these cues in motion picture advertising, using the Elaboration Likelihood Model to determine if and under what circumstances these cues are being processed by consumers. Results suggest those consumers who are more involved with movies are not necessarily more likely to centrally process cues referencing previous top grossing movies. Additionally, in this study the inclusion of such cues had no effect on viewing intention of the film or on liking of the film advertisement. Liking of genre was revealed to be an accurate predictor of viewing intention and liking of the advertisement. / A Thesis Submitted to the Department of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science. / Spring Semester, 2005. / April 4, 2005. / motion picture, film, elaboration likelihood model, heuristic-systematic model, advertising, viewing intention / Includes bibliographical references. / Arthur Raney, Professor Directing Thesis; Laura Arpan, Committee Member; Barry Sapolsky, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_176226 |
| Contributors | Sikes, April Jolayne (authoraut), Raney, Arthur (professor directing thesis), Arpan, Laura (committee member), Sapolsky, Barry (committee member), School of Communication (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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