Operant Conditioning In Advertising Essay

896 words - 4 pages

Operant Conditioning in Advertising
Commercials are designed to attract consumers through flashy forms of vision and audio. Usually commercials are evaluated in two ways, recognition measures and preference measures. Recognition is usually measured using surveys involving specific commercials viewed at home. Preference is a measure of personal liking, often measured by recorders installed in TV receivers (Nathan & Wallace, 1965).
This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to ...view middle of the document...

The subjects were out of the study if they could not do so. For the laboratory study, 33 men and women were picked from the Philadelphia area who usually purchase such products and are intrigued in football. These subjects were only able to see or hear the commercials using foot controls. An extra two commercials were placed in the half time show to create a difference. Sixteen of the people watched complete commercials while the rest only viewed storyboards. They were placed in a small room with a movie screen on one wall with a loud speaker on the other. Two pedals were placed at the feet of the subjects as switches to hear and see the commercials. Depending on the rate of awareness, the brightness level would change for the commercials. In order to keep the subjects attention for the first five minutes, a minimum required rate was enforced at the highest possible level they could handle. Most awareness of commercials is often affected by the context, so in order to disregard the negative effect a “base-line” was used to score each commercial. This was measured by the ability of the subject to pay attention to the first minute of the game following the commercials (Nathan & Wallace, 1965).
In order to represent the research results, the commercials were ranked 1 through 4 (1 being the highest, 4 the lowest). For the field study, 40% of the subjects recalled commercial “A” while being un-aided. When the subjects were required to recall a specific commercial, commercial “C” was usually remembered at 29%. In the laboratory study, subjects paid attention to the entire finished commercials in the order “A” and “C”; “B”; “D”. The order was also the same for the amount of interest shown by the subjects for each of...

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