The Communication Effects of Controversial Sexual Content in Television Programs and Commercials

Bello, Daniel C.; Pitts, Robert E.; Etzel, Michael J.

doi:10.1080/00913367.1983.10672846

Cited by 130 publications

(73 citation statements)

References 5 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…For example, Scott and Goff (1988) found that subjects who watched an exciting program immediately prior to a newscast recalled less of the news stories than did viewers who watched a program containing unexciting material. Most researchers posit that the interruption of highly engaging programs frustrates viewers and consequently disrupts their information processing of peripheral stimuli (Bello, Pitts, & Etzel, 1983;Kennedy, 1971). The Intensity perspective emphasizes arousal induced by the program.…”

Section: The Effects Of the Intensity Of Mood States On Processing Inmentioning

confidence: 99%

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

Newell

Henderson

2001

Psychology and Marketing

View full text Add to dashboard Cite

During the past two decades, marketing researchers and advertising 1136 NEWELL, HENDERSON, AND WU practitioners have increased their efforts to identify the "blessed mood" states within which consumer attitudes can be anticipated and purchase intention predicted. Processing Efficiency and Intensity principles have emerged from the literature to suggest that mood states color the arguably unintelligible world of consumer behavior. The Processing Efficiency principle holds that the level of pleasure derived from a media experience (e.g., TV, radio, print, etc.) affects message recall, and the Intensity principle suggests that the degree of arousal experienced governs consumer receptiveness to promotional efforts. Research is inconclusive regarding which, if either, of these theories better explains how consumers process information. Past conflicting research findings may have been the result of examining only one dimension of program context on consumer response. Recent studies have attempted to tease the answer from experiments that combine Processing Efficiency and Intensity principle conditions.In contrast to the majority of the research in this area that has relied In contrast to the majority of the research in this area which has relied on controlled laboratory experiments, this article presents results of a study conducted in a real-world setting that combines both dimensions of emotional response to investigate the relationship between mood and viewer recall of advertisements. Specifically, this study examines the effects of mood states on viewers' ability to recall advertising messages broadcast during Super Bowl XXXIV. First, the wide range of recent mood and emotion research is presented and hypotheses are developed. Next, the collection procedure and methodology used in the empirical study are reviewed and the results of the study are reported. Finally, discussion of the results and avenues of future research are presented. BACKGROUND

show abstract

Section: The Effects Of the Intensity Of Mood States On Processing Inmentioning

confidence: 99%

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

Newell

Henderson

2001

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…In the case of television advertising, a start has been made at investigating the effects of surrounding program material on the effectiveness of the embedded advertisements. Among the aspects of program context that have been found to influence advertisement effectiveness are the following: program genre (Schwerin 1958;Schwerin and Newell 1981), program-induced viewer mood (Axelrod 1963;Goldberg and Gorn 1987;Kamins, Marks and Skinner 1991), programadvertisement congruity (Bello, Pitts and Etzel 1983;Hansen, Barry, Reed and McGill 1976;Horn and McEwan 1977;Johnson 1981;Kamins, Marks and Skinner 1991;Lambert 1980;Murphy, Cunningham and Wilcox 1978), program-induced viewer excitement (Singh, Churchill and Hitchon 1987), and program-induced viewer involvement (Bryant and Comisky 1978;Clancy and Kweskin 1971;Kennedy 1971;Krugman 1983;Leach 1981;Menneer 1987;Siebert 1978;Soldow and Principe, 1981;Television Audience Assessment 1984;Thorson, Reeves and Schleuder 1985). The findings that have been reported to date tend to suggest that the most important context variable, as far as advertisement effectiveness is concerned, is programinduced viewer involvement.…”

mentioning

confidence: 99%

Context Effects on Recall and Recognition of Magazine Advertisements

Norris¹,

Colman²

1992

Journal of Advertising

158

View full text Add to dashboard Cite

“…Sex appeal is more engaging, involving, interesting, entertaining, attention grabbing, favourable and original than non-sexual ads (Bello, Pitts, & Etzel, 1983;Dudeley, 1999;Jude & Alexander, 1983;Severn et al, 1990;Reichert & Alvaro, 2001;Reichert, Heckler, & Jackson, 2001). Sexual stimuli had led to increased attention and recognition which was validated with empirical evidences by various researchers (Vezina & Paul, 1997;Chestnut, LaChance, & Lubitz, 1977;Reid & Soley, 1981De Pelsmacker & Geuens, 1998;Tissier-Desbordes & Manceau, 2002).…”

Section: Introductionmentioning

confidence: 73%

Viewers’ Perception of TV Ads: The Role of Sex Appeal

Thiyagarajan¹,

Shanthi²,

Naresh³

2012

JPR

View full text Add to dashboard Cite

Sex appeal is on its way to pop up Indian advertising industry and its impact on the target audience's perception has gained less academic attention. The question which seems to be less addressed in literature is that sex appeal will be an effective and a worthy tool of promotion in a market place, like India where stringent regulatory measures are in place and controversies and bans over such appeal in ads (advertisements) are quite common. The present study investigated the youth's general perception towards the use of sexual appeal in advertising and its influence on effectiveness of ads. General linear model was applied to study the effect of perception on effectiveness of different sexual appeals. The results suggest that there is an influence of perception on ads effectiveness at the multivariate level.

show abstract

The Communication Effects of Controversial Sexual Content in Television Programs and Commercials

Cited by 130 publications

References 5 publications

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

Context Effects on Recall and Recognition of Magazine Advertisements

Viewers’ Perception of TV Ads: The Role of Sex Appeal

Contact Info

Product

Resources

About