The
Effect of Programme Context on Memory for Humorous Television Advertisements
in Japan
A. Furnham & T. Mori |
This
study examined the effect of programme context on the memory for
humorous television advertisements among a young male Japanese sample
(N--136) aged 16 to 17 years. Participants were given free and cued
recall tests. The relationship between the involvement and enjoyment
properties of the programme and memory for the advertisements was
investigated for a set of six humorous and non-humorous advertisements
embedded within two programme contexts - a mid-day news and a light
entertainment show. The two sets of advertisements were for matching
products, and were selected from a sample of 40 advertisements. Findings
indicate that free recall for advertisements was affected by programme
type with memory for advertisements was better from light entertainment
show than from the news. Additionally, memory for humorous advertisements
was better than that for non-humorous advertisements. There were
no significant interactions showing no advantage for memory for humorous
advertisements in non-humorous programmes and vice-versa. Key words: television advertisements, memory, context effects |