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Abstract

This study examined the effects of programme content and programme evaluation by young viewers upon their recall of advertisements placed in a central break within the programme. A sample of 66 adolescents took part in what was described to them as a programme evaluation study. Subjects were randomly allocated to three groups ensuring that there were approximately equal numbers of boys and girls per group and watched one of three half-hour television programmes: a drama series episode, a situation comedy, and an evening news bulletin. A common sequence of seven advertisements occurred in a natural break at the half-way point of each programme. After watching a programme, subjects gave it qualitative ratings along 39 7-point bipolar adjectival scales and replied to 27 attitude statements about television advertising before being tested without prior warning for free and cued recall of the advertisements. No significant effects upon free recall of advertising content emerged as a function of programme watched, but an effect was observed upon cued recall. Cued recall of advertising content was significantly better from the situation comedy than from the drama episode. In addition, programme evaluations were significantly related to recall of advertising content. Greater involvement and perceived contemporaneity were associated with better free recall of advertising, and greater affective involvement in and less liking and appeal of programme content were associated with better cued recall.

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Recall by Young People of Television Advertisements as a Function of Programme Type and Audience Evaluation

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