How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention

被引：35

作者：

Heath, Robert G. ^{[1
]}

Nairn, Agnes C. ^{[2
]}

Bottomley, Paul A. ^{[3
]}

机构：

[1] Univ Bath, Sch Management, Bath BA2 7AY, Avon, England

[2] EM Lyon Business Sch, Lyon, France

[3] Cardiff Univ, Sch Business, Cardiff, S Glam, Wales

来源：

JOURNAL OF ADVERTISING RESEARCH | 2009年 / 49卷 / 04期

关键词：

EYE FIXATIONS; MEMORY; ADVERTISEMENTS; PERSUASION; BRAND; COMMERCIALS; PERCEPTION; REPETITION; MOVEMENTS; FRAMEWORK;

D O I：

10.2501/S0021849909091077

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Emotive creativity is generally believed to facilitate communication by increasing attention. However, during relaxed TV viewing, psychology suggests we may pay less not more attention to emotive ads. An experiment conducted in a realistic viewing environment found that ads that were high in emotive content correlated with a 20 percent lower level of attention and that attention toward these ads was unlikely to decline on repeat viewing. This supports the idea that TV advertising is not systematically processed but is automatically processed in response to the stimuli presented. We speculate that emotive creativity may benefit brand TV advertising by lowering attention and inhibiting counter-argument.

引用

页码：450 / 463

页数：14