The Effects of the Image Factor in Televised Advertising on Consumer Perception

Abstract

A review of the literature suggests that televised commercials display a definite image in presenting their product, and that airing of the commercial will have a predictable effect on consumer perception of the product advertised. The present study involved a questionnaire in which 140 subjects were asked to design a commercial using directed choices for one of four motor vehicle types: a mini-van, a pickup truck, a sports car or a luxury car. The hypothesis was that most subjects would design a commercial that reflected a definite image which would vary amongst vehicle types. Though the results did not support the original hypothesis in all respects, there were patterns of similarity in the responses which led to modification of the hypothesis, that being that image does not dictate the way motor vehicles in the commercials are perceived, but rather it directs the way they are perceived in accordance with viewers' varying needs and desires.