effect of sex/death embeds
an EMBED is a picture or something embedded in an ad that most people don't notice, but it percievable if it is pointed out. deliberatly hidden
theoretical support -
theory of low involvement info processing- see without looking at. affect behavior w/o you knowing it. (ie people prefer things they were exposed to more than those they arent. but in recog tests, cant remember seeing those things.)
sex/death - freudian - appeal to the id
Is there an effect (and is it negative or positive) of sex/death embeds
previous research is inconclusive. some made ads, some used matching ads, some compared which is better and some did behavioral/attitudinal surveys after viewing each
Issues in research
u should measure lots of stuff to make sure its significant. bc of nature of not conciously being aware of thing. this is neccssary.
words v pictures study one at a time or both? pictures can be neg or pos to diff people
RESEARCH OBJECTIVES +HYPOTHESIS
RO - do they have an effect? + or -
manner of presenting - words v pics
esp w/ sex /death
H1: the use of s/d embeds w/ affect some measure of effectiveness
H2:effect will vary on manner of presenting and type of product
H2A. sex will be better than death for cologne ads
H2B. death will be better than sex for liquor ads
results - not statistically significant except in liquor ads peoplle looked at the body one longest and death one shortest. which disproves h2B
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