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2010/03/12

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Editor-in-Chief: Carlos Gershenson
Founding Editor: Gottfried Mayer

TV Ads May Be More Effective If We Pay Less Attention, ScienceDaily
 









Excerpts: Viewers pay less attention to creative television advertisements,
shows new research from the University of Bath, but may make themselves more
vulnerable to the advertiser's message. The findings overturn the long-held
assumption within the advertising industry that ads with high levels of
emotional content encourage viewers to pay more attention. The study, (�) used
an eye-tracking device to measure the real-time attention paid to a range of
adverts with different levels of emotional content. (�) Results showed that
viewers paid less attention to likeable, creative adverts, and more attention to
factual information-giving adverts, even when they didn't like them. (�)
Source: TV Ads May Be More Effective If We Pay Less Attention[
http://www.sciencedaily.com/releases/2010/02/100224134145.htm ], ScienceDaily
& University of Bath, 2010/02/25
Contributed by Atin Das - dasatinyahoo.co.in

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