The Secret of Television's Success: Emotional Content or Rational Information?

The article discusses television advertising, focusing on a debate over whether it is most effective at affecting consumers on a persuasive or emotional level. An overview of the history of marketing research on this topic is presented. The theory that television advertising functions similarly to print advertising is contrasted with a theory that television advertising works best when it is barely noticed. An example is cited of an advertisement which featured a gibberish nonsense song, surreal visual imagery, and no product information, which proved to be extremely successful at increasing market share.

Publication: 
Journal of Advertising Research
Author: 
Heath, Robert G.
Document Type: 
Research
Paywall: 
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