Outline
i. Introduction
“Advertising
and memory” explains the effect of advertising with regard to memory in terms
of sexual and violent images in advertising.
ii. Research Design
“Advertising
and memory” was of a qualitative nature because it sought to analyze the
ability to memorize the advertisement campaigns on the respondents.
iii. Differences between
Literature Review and Meta-Analysis
Meta-analysis
comes in to rectify the inaccuracy of the literature review because literature
reviews have in the past been noted to rely more towards the interpretations of
the authors
iv. Future Hypotheses
Future
hypotheses include: Repeated voting improves the ability to memorize
advertisement messages and lengthy advertisements increases the ability to
memorize advertisement messages.
ii. Conclusion
This
article review is a comprehensive analogy of the effects of sex and violence in
the ability to memorize advertisement messages
Introduction
“Advertising and memory” explains
the effect of advertising with regard to memory in terms of sexual and violent
images in advertising. The purpose of this article was to analyze the
effectiveness of advertisement with regard to the memorization of advertisement
messages among the viewers. The research problem revolved around the constant
targeting of young people by advertisers through commercials. Advertising has
been a constant feature among marketers who want to pass a certain message or
entice a given market segment to its products or services (Bushman & Phillips, 2001).
Considering the widespread
extensiveness of television in most households and the constant use of advertisements
in most television programs, it was necessary to establish the effectiveness of
these advertisements on the memory of consumers. This came out of the analysis
that advertisements were useless if the target audience were not to remember
the advertisement message. Sex and violence being the common basis for most
advertisement campaigns today was used as the variables to determining the
“sticky” aspect of advertisement messages. The study therefore proposed to
analyze the ability to memorize advertisement campaigns with sex and violence
images as opposed to neutral advertisements (Bushman & Bonacci, 2002).
This study therefore revolved around
the research question of whether sex and violence affects the ability to
memorize advertisements. The hypotheses tested were that sex and violence
reduces the ability to memorize advertisement campaigns and that neutral
campaigns increased the potential to memorize advertisement messages. The study
therefore revolved around these two determinants as the epicenter of the entire
research process.
Research Design
“Advertising and memory” was of a
qualitative nature because it sought to analyze the ability to memorize the
advertisement campaigns on the respondents. Moreover, respondents were exposed
to various advertisements and required to rate them in terms of their sexual
arousal ability, boredom, level of involvement and the level of violence
(Bushman & Bonacci, 2002). All these features are qualitative in nature.
Respondents were also interviewed after a couple of hours of being subjected to
the advertisements and also after being probed on whether they remembered the advertisement
messages or not. This was the basis which the conclusion was formulated because
it was established that advertisement campaigns that had sexual images and
traces of violence were less likely to stick than neutral advertisements.
Differences
between Literature Review and Meta-Analysis
Regardless of the type of research
one is to undertake, the literature review part must always be completed. Literature
review is distinct from meta-analysis, in that, it provides information
regarding a research study that has been done before. Literature reviews are
also set to provide the direction in which given or future research studies are
to follow (Egger, 1997).
In conducting a literature review, the
researcher is mainly expected to synthesize the information obtained.
Inevitably, this is a daunting task because one is usually faced with varied research
findings that seemingly don’t propose one conclusion. This usually occurs
because different research studies incorporate different methods and procedures
before arriving at their conclusions. Some researchers have identified that
literature review could be an independent research study of its own; instead of
just being a chapter in a research proposal. In these types of studies,
literature reviews have been known to follow and synthesize specific patterns
of logical and systematic studies that are expected of any research study (Egger, 1997).
However, meta-analysis comes in to
rectify the inaccuracy of the literature review because literature reviews have
in the past been noted to rely more towards the interpretations of the authors (Egger, 1997).
Although literature reviews have been noted to follow systematic patterns of
data analysis and logical interpretation of information, author interpretations
expose the analysis to personal biases. This therefore brings about a
methodological problem.
Meta analysis therefore overcomes
the inherent limitations that are a characteristic of traditional literatures.
Meta-analysis basically relies on quantitative methods of data analysis to
effectively review a given piece of literature. The meta-analysis is
instinctively different from the literature review because it seeks to explain
how the given data was obtained. In other words, instead of only analyzing the
conclusions and discussions, it analyzes how these discussions were formulated.
The results are also analyzed using statistical tools such as graphs, pie-charts
or tables. Meta-analysis therefore has certain steps that are clearly defined
which are majorly set to analyze the results of different findings such that
they are set in common parameters (Mantel,
1959).
Future
Hypotheses
As
regards the Bushman and Philips research, several hypotheses should be analyzed
in future. These include:
Ø Repeated voting improves the ability
to memorize advertisements
Ø Lengthy advertisements increases the ability
to memorize advertisements
Conclusion
This
article review is a comprehensive analogy of the effects of sex and violence in
the ability to memorize advertisement messages. It is quite evident from the
study that neutral advertisements are more easily memorized than advertisements
which are laced with traces of sex and violence. This is because of the sole
fact that these two factors distort the advertisement message.
References
Bushman, B., & Phillips, B. (2001). Ingenta Connect If the Television Program Bleeds.
Current Directions in
Psychological Science, 10(2), 43-47.
Bushman,
B., & Bonacci, A. (2002). Violence and Sex Impair Memory for Television
Ads. Journal of
Applied Psychology, 87(3), 557–564.
Egger, M. (1997). Meta-Analysis.
Potentials and Promise. BMJ (Clinical
Research Ed.)
315(7119), 1371–1374.
Mantel, N. (1959). Statistical Aspects
of the Analysis of Data from the Retrospective
Analysis of Disease. Journal of the National Cancer Institute, 22(4),
719–748.
No comments:
Post a Comment