This study looked at the recall of sexual and non-sexual television advertisements embedded within programmes, with or without, sexual content. It was predicted that there would be a detrimental effect of sexual programme content, and a beneficial effect of sexual advertisement content on ability to recall advertisements. Further, when programme and advertisement content were congruous (i.e. both sexual), this also would hinder recall. Participants aged between 18 and 31 were placed in one of four conditions and were shown either 'Sex and the City' (sexual programme) or 'Malcolm in the Middle' (non-sexual programme) with sexual or non-sexual advertisements embedded in each. Participants were then asked to recall advertisement details from the advertisements. The results indicated that there was a main effect of programme type, demonstrating that sexual programme content hindered recall of advertisements. However, there was no main effect of the type of advertisements seen (sexual or non-sexual) on recall, nor was there a negative effect on recall when programme and advertisement content were congruous. An interaction between advertisements and sex of participants showed that males recalled sexual advertisements better and females recalled non-sexual advertisements better. Limitations of the study are considered.

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Unauthorised feeding and touching of the animals by visitors to zoos and wildlife parks pose serious threats to the health of both animals and visitors alike. We tested the efficacy of four different “do not feed” signs designed to prevent zoo visitors from feeding a group of meerkats. Signs consisted of one of two different written messages and imagery of either a pair of watching human eyes, or meerkat pawprints as a control. Covert observation of visitor behaviour in the presence and absence of the signs was analysed. Visitors were significantly less likely to feed the meerkats when signs were present, than when they were absent. The effect of the signs was specific to the targeted behaviour in that feeding was reduced, but attempts to touch the meerkats increased with the presence of the signs. We did not find that the presence of watching eyes or the different wording on the signs affected the likelihood of visitors feeding the meerkats. We also examined factors that influenced the likelihood of visitors attending to the signs. We found that children were more likely to attend to signs than adults which has important implications for the design of such signs. Together our findings show that signs are effective in reducing the unwanted behaviours they target but may also result in displacement of these negative behaviours and that children are more likely to attend to these signs than adults.

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