Category: Television

Television Programme.
ogrmI am someone who doesn’t watch TV at all. But there is one show that I just can’t afford to miss ‘the fresh prince of bel air’. This show got me hooked the first time I watched it, my brother was watching TV and I was there in the living room reading a book. I like reading a lot. I did not realize when I stopped reading and started watching the show instead. The fresh prince of bel air is an American comedy sitcom, with a big star will smith.
It was originally aired in 1990s. So the main character is obviously will smith. He is the fresh prince from west Philadelphia sent by his mother to California to live with his aunty, uncle and cousins. The story is about how his life is changed and how he changes their life. This is a show from 90s but I am watching the reruns now. Can’t believe I missed out on a show like this. I really think the 90s show were more entertaining than the shows we have today.
I don’t like reality shows because I think they are not real at all and its all scripted. I like comedy and so I like this show and the only thing I watch on TV at the moment. The best thing I like about this show is that its very well written. It sends a good message by the use of comedy. The show makes you think, makes you cry and makes you laugh a lot. what makes it even better is the acting by all the actors especially will smith and Alfonso Ribeiro. All characters are very likeable and well developed.

My dilemma is I can’t choose between will and Carlton, (Alfonso Ribeiro) both are equally as good. So I would say they are both my favourite characters as their humour and sarcasm is awesome. The chemistry between the two is amazing. I like how will is always cracking jokes about Carlton’s height and Carlton makes fun of will’s low intellect. The best thing about Carlton is the funny dance he does, nobody can do it better, it really makes me laugh a lot. Another character that I really like is Hillary ( Karyn parsons).
She is as dumb as a donkey, which is what makes her really funny. She has a very bubbly personality, and is shown to be very shallow all she cares about is her appearance. Uncle Phill, aunty Vivian and Ashley are the least humorous out of them all but still are really good at their character. This is the only show that I love watching and know that I will not get tired of watching it. This is the best show ever according to me great fun and laughs for the whole family.

Television Programme

Radio and television advert.
In this essay I will be looking at two adverts. One from the television and another from the radio. They are both the same advert from RSPCA’s “swim”. I will give a balanced discussion of the television and radios advertise. I will discuss the strength and weaknesses of both radio and television advert. I will consider the way language has been used to create effects. The way each media form was used effectively. How the charecterisation of the dog was created. The aim of this essay is to compare and contrast the radio and television versions of the RSPCA advert “swim”.
In order to create a successful advertisement, radio advertisers use different techniques. This involves; the average length of an advert; the types of adverts found on radio; the different styles of advert and the way the language used in the advert tries to attract the target audience. The average length of an advert is important, because if the advert is too long radio listeners may tune into another station because the advert is long and boring, but if the advert is short and sweet (short and simple), then people tend to like it. Average adverts are mainly thirty seconds long.
Note that when you listen to adverts on the radio the long adverts are important, and the short adverts are not that necessarily as serious. The types of adverts found on radio are important because they want to make sure that it isn’t an advert that is selling something, like cars or videos. They also have to make sure that it is unusual and that it is different from all other adverts so that people will listen to it. I have come across so many different radio adverts. They are mainly product, services and information adverts. Product adverts are like adverts to sell videos, games, and food etc. service adverts are like banks giving loans or a supermarket introducing home insurance. Information adverts are like congestion charges, mainly something to do with the government.

The way language used in adverts to attract the target audience is the vital piece, because if this wasn’t there then nobody will listen to the advert. If the advert is for kids then this is where diegetic sound comes in. diegetic sound is used in every advert that I have heard. Take “The Simpson’s” advert for example, we can tell that it is for Simpson lovers and kids because the use of diegetic sounds. In the advert they put the Simpson’s theme tune in, sounds of a fight scene. Nearly quotes of the video that they are selling. That is how they attract the target audience, by using diegetic sound.
RSPCA broadcasts a group of 3 adverts. I will be looking at the second advert “SWIM”. This advert gets increasingly shocking, because the first advert is a drive, which is when a dog gets run over by a car. The second advert is swim, when a dog gets put in a sack and then thrown in the canal by it’s owner. The third is injection, when the owner takes the dog to the vets to put the dog down. The advert grabs the audience’s attention by just using one voice, which is the dog. There is no diegetic sound, because without it the advert is powerful. The advert grabs the attention of the audience by using pathos. Pathos means, sympathy to the dog due to their greater understanding of the event. This comes in when the dog gets put in the sack. It is here where the audience knows that the dog is going to die.
At the end of the advert there is a woman voice over, it is well known that when a women does a voice over most people tend to listen. The advert has got no fancy sound track, that’s what makes it more appealing. When there is an advert on the radio, most people just tend to listen to the soundtrack that is being played, and at the end they try to think what the advert was trying to say, but the RSPCA advert “SWIM” only has one voice, the dog. This is done so that people just listen to what the dog is saying, and trying to concentrate on what the dog is trying to mean. After the dog it is followed by the female voice over, which makes it a strong issue.
We feel sympathy for the dog in the advert because of the way the narrator for the dog uses language. In the advert the dog is all happy because he is going for a walk with his owner and his brother, but things slightly go wrong, as the dogs are forced in the sack and then ready to be chucked in the river by their owner, “our best puts us in a sack”. The character of the dog is revealed to us by the use of language. It is hard to believe that a dog is talking, because it is the voice of a man, but when you keep on listening you figure out that it is a dog. It would’ve been hard to figure out that it was a dog if they didn’t think like one, because dogs in cartoons call their owners “best friend”.
We re made to feel that the owner is powerful through the dogs use of language, because in the advert the dog say’s “we are going for a swim”, which means that the owner is taking them for a swim; this assumes that the owner is powerful. There are many devices used to make the audience have an emotional response. One of the devices is to put the dogs in danger. When the dogs are in danger the audience will feel pity and anger. The length of the advert does affect our reaction, because it is kind of long which makes it boring, then people just switch off, but if this advert got the target audience then it doesn’t really matter.
In this advert there is direct appeal. This appeal is at the end of the advert where the lady says the slogan. “If you give a DAMN, don’t give a pet”. This is direct because in the slogan the RSPCA use the word DAMN. If they didn’t care then they would use some other word then they would use some other word instead of damn. The advert would sound something like this; if you care don’t, don’t give pet. That sounds like it isn’t that big of deal, but the fact that they used damn makes it more direct and appealing.

Radio and television advert

Snapshot of a Television Programme.
The Usurper La Usurpadora (translated: The Usurper) is a Mexican romantic drama telenovela produced by Salvador Mejia Alejandre and originally broadcast on Televisa in 1998. It starred Gabriela Spanic and Fernando Colunga.
This was one of the last telenovelas to feature Libertad Lamarque, who here portrayed the character of Abuela Piedad Bracho.
The action:

The show’s premise revolves around a pair of twin sisters, Paola and Paulina, who were separated at birth, and as adults the younger sister is forced to act as a “replacement” for her wealthier elder sister who wants to leave her family for selfish reasons. Paulina is a good young woman who lives in poverty. Paola is an evil stepmother of two who is married to a wealthy man named Carlos Daniel Bracho. When the twins cross paths by chance, Paola blackmails Paulina to take Paola’s place in the Bracho home while she takes a year-long vacation with her lover.Abandoned by her fiance Osvaldo and following the death of her sick mother, Paulina submits to Paola’s plan. Paulina has to adapt to a family that is beyond her social standing and cope with various family members who have long borne ill-will to the nasty Paola.
During this time, Paulina is shocked to discover how Paola has treated her family and works hard to restore peace. Carlos Daniel is suspicious of “Paola”‘s sudden character change, but eventually comes to love her. Paulina too falls for him. Many other problems occur during this time, mostly with Paulina having to deal with scorned lovers of Paola.Right before the one-year mark passes, the truth comes out prematurely when Luciano, who knew about the switch, reveals it to Carlos Daniel and his family. Paulina sneaks out of the Bracho home soon after. Carlos Daniel’s son Carlitos runs away from home to search for her, and is involved in an accident that erases his memory.
He is taken into the care of two old sisters named Chavela and Senobia, while the majority of the Bracho family wrongly suspect that he has been kidnapped by Paulina. Paola returns to the Bracho home, unaware that the entire family knows about the switch and suspect her of “conspiring” with Paulina to kidnap Carlitos.She eventually learns the truth from a servant, and decides to leave with another lover of hers named Douglas Maldonado. Elsewhere, Paulina, who had been working as a caretaker for an old woman, learns from a newspaper that Carlitos is missing and decides to return to the Bracho home. Paulina returns, missing Paola’s escape by a few seconds. Paulina immediately confides in Abuela Piedad, telling her the whole story. They figure out that Paola has left, and Abuela begs Paulina to pretend to Paola again, so to avoid her arrest for identity theft and Carlitos’ suspected kidnapping.
Paulina agrees, but soon reveals to Carlos Daniel that she is “La Usurpadora”. Carlos Daniel under Gema’s influence, demands Paulina turn herself in to the police, but when she goes to the police station, she sees Carlitos at the front doors crying. It turns out that Chavela left him there to avoid Senobia claiming any money. Paulina reunites Carlitos with his father, and decides to stay with the Bracho family until Carlitos regains his memory. Carlos Daniel soon grows to love Paulina, despite others still at odds with her.Bracho family members Gema and Willy report Paulina to the authorities, but because the police are unable to prove she is not Paola, they cannot detain her. In Hawaii, Paola begins to have painful migraines which happen with increasing severity.
After a very painful migraine, she slips into a coma. She is flown back to Mexico for treatment, but her body has given out and she is completely paralyzed. With Paola back, the police arrest Paulina and put her in prison for identity theft and child kidnapping; they also accuse her of having tried to kill Paola.The police discover a letter written by the Paola and Paulina’s mother confirming that they are twins and the circumstances by which they were separated. Upon learning that they are indeed sisters, Paulina decides to sacrifice herself for her dying sister accepting all charges; the kidnapping charge is dropped when Carlitos regains his memory and confesses to running away. With the aid of lawyer Edmundo Serano, a reformed Osvaldo and some members of the Bracho family, Paulina is declared innocent of all charges. She tries to make a new life for herself with her lawyer Edmundo Serano, who has fallen in love with her.
In the hospital, a nurse named Elvira discovers that Paola was faking her illness as part of a plan to return to the Bracho family. Elvira and Paola work together to fake a rapid recovery. After the trial, Paola returns to the Bracho home, though she is “confined” to a wheelchair. Carlos Daniel leaves town to try and make a new life for himself, leaving Paola behind to torment the rest of the family. After Paola fully “recovers” from her illness, Elvira realizes the extent of Paola’s evil and confesses their trickery to Abuela.Paola witnesses this confession and tricks Elvira into driving out with her to a remote location. When Paola reveals she knows the truth, there is a fight which leads to an accident.
Elvira dies and Paola remains in critical condition. On her deathbed Paola confesses her wrongdoings and asks everyone’s forgiveness. Before taking her final breath, Paola pleads Paulina to marry Carlos Daniel and go back to the Bracho home. Paola is later cremated. Paulina decides to leave Edmund Serano and return to Carlos Daniel.They marry in a beautiful church as the theme song plays on and family and friends look on and applaud their holy union. Characters Paulina Martinez, played by Gabriela Spanic, is a kind and thoughtful woman from Cancun, Mexico that is forced by her elder twin sister to take her place in the Bracho Manor as Carlos Daniel’s wife.
Paulina rises above the situation and wins over the love and respect of almost everyone who had previously hated Paola. However, Paulina starts to fall in love with the Bracho family and finds it difficult in her heart to leave. She eventually marries Carlos Daniel after Paola dies.Paola Bracho, also played by Gabriela Spanic, is the twin sister of Paulina Martinez and the second wife of Carlos Daniel Bracho. She desires nothing more than money, luxury and freedom, and usually uses her feminine charm to get them. She is unfaithful to Carlos Daniel, who does not see her true nature for a long time. When she discovers her twin sister by accident, she uses this knowledge to ensure that she can have a year-long fling with her lover without being caught.
She eventually returns from her holiday and accuses Paulina of deliberately usurping her position in the Bracho household.Her plans fail and she eventually dies in a car accident. She is later seen in flashbacks in Mas Alla De La Usurpadora where she tells Paulina that she will die and they both meet in hell. (Paulina had just found out she got Cancer) Paola Bracho towards the end of the series Carlos Daniel Bracho, played by Fernando Colunga, is the husband of Paola after his first wife Elizabeth died, leaving him with two little children named Carlitos and Lizet. He is the youngest of the two Bracho sons. He is kind but indecisive, emotionally weak, and easily manipulated by others.He eventually falls in love with Paulina and marries her after the death of Paola.
Abuela Piedad, played by Libertad Lamarque, is Carlos Daniel’s grandmother. She was an alcoholic until Paulina rescues her from it, making Piedad once again the powerful head of the Bracho Manor as before. She realizes Paulina and Paola have switched places, but accepts Paulina nonetheless. Lic. Edmundo Serrano, played by Arturo Peniche, is the man who becomes Paulina’s lawyer when she is accused of usurpation by Paola. He falls in love with Paulina, but she rejects his affections.Estefania Bracho, played by Chantal Andere, is Carlos Daniel Rodrigo’s step sister.
Her true mom is Fidelina. Dona Chabela, played by Silvia Derbez, is the woman who rescues Carlitos. Lourdes, played by Iran Eory. Luis Felipe Benitez “Mojarras”, played by Rene Munoz. Zoraida Zapata, played by Laura Zapata is the prosecutor in court at the trial of Paulina for usurpation. Elvira, played by Azela Robinson, is Paola Bracho’s personal nurse. Played by Azela Robinson.
Rodrigo, played by Marcelo Buquet is Carlos Daniel’s brother. He manages the Bracho factory. His wife is Patricia Bracho.Gema Duran Bracho, played by Dominika Paleta, is Carlos Daniel’s cousin and is in love with him. Luciano Alcantara, played by Mario Cimarro Fidelina is Abuela Piedad’s personal assistant. She is played by Magda Guzman. Willy is played by Juan Pablo Gamboa, is Estefania’s husband.
He is also one of Paola’s lovers and he abuses his wife. Lalita, played by Paty Diaz, is Paola Bracho’s personal assistant and confident. She used to receive tips from Paola when doing any special favor for her. She is also the maid in the Manor. Paula, played by Nuria Bages, is Paulina’s mom. She died after a long illness.Pedro, played by Franz Beckenbauer Pancho, played by Silvio Berlusconi Last Lover, played by Sergio Basanez, Paola’s last lover.
My opnion: La Usurpadora is a great telenovela. Every episode has it’s own action, emotion; in the end everything gets back to normal; it is very interesting and sometimes funny. This is my favourite soap opera. In the other way my favorite actress is Gabriela Spanic (born Gabriela Elena Spanic Utrera, 10 December 1973, Santa Fe, Mexico City, Mexico), popularly known as Gaby Spanic, is an award-winning mexican actress best known for her roles in telenovelas.She studied psychology, but she knew all the time that her real passion is acting. In 1992, she participated in a beauty pageant, and won the title of “Miss Venezuela International”. Her career received a major boost in the mid 90s when she started having leading roles in Venezuelan soaps.
She won the Orquidea Award in 2005 for her trajectory as an actress, as well as the prestigious FAMAS Award for Best Actress for her role in ‘Tierra de Pasiones’.

Snapshot of a Television Programme

Children & Television.
Anita Westerly Television (TV) can have its own educational and social benefits for many children; it can also be very entertaining and educational in many ways. When children watch positive role models perform respectful acts to others that alone can inspire children to make encouraging and helpful decisions when encountering others. TV awards children the chance to explore the globe through many diverse shows that expand on different countries and places such as Space and the Deep Ocean.
Children can earn about different animals, cultures, and gain exposure to different ideas that may not be available in their own town. However, the reverse also can be true; children may see or hear things on TV that parent’s may not want them to learn. TV can also affect a child’s health, behavior, and family in negative ways through different kinds of behavioral issues. How children learn and retain information, along with the type of programming they watch, can inspire children and adults alike to become more involved with educational shows using flashcards and instructive guides.
There are many types of learning styles among children, and to fully understand each type can be very useful for parent’s who want the best for their child’s education. There are three main styles that can describe how most children learn. They include the visual, auditory, and kinesthesia learners. Many children do not learn by using Just one of these categories; they can use all three if this is how they retain information the best. The way a child learns is not decided by children themselves, children will tend to use the style that most naturally comes to them.

Many visual learners use pictures, diagrams, and tables to help them fully retain information (Feller & Solomon, 2000). Visual learners tend to have very vivid imaginations and learn by seeing pictures or tables; they may also think of things that they encounter or learn each day in an imagery format (Vincent & Ross, 2001). An auditory learner may enjoy listening, talking, and carrying on conversations with others on what they are trying to learn or Just remember.
With many children, by listening to their Abs’s through a song, they can retain how the alphabet goes much easier. In school, auditory learners can benefit most by listening to their teachers first then repeating pictures in their mind, as do the visual learners, but rather filter incoming information through their listening and repeating skills. An auditory learner is usually very talkative and has difficulty with writing (Vincent ; Ross, 2001). Kinesthesia children choose to engage in hands-on activities that use the sense of touch to learn.
For kinesthesia learners to fully understand and retain information presented to them, they must touch, feel or be able to apply the information in some ensue Tao physical activity or object. They tend to take many notes and use pictures to help remember what they learned. Kinesthesia learners also have a very difficult time paying attention and can seem to become uninterested if there is not physical involvement of any kind (Vincent ; Ross, 2001). For example, children tend to learn their shapes faster by physically picking up an object of a certain shape and placing it through the corresponding shapes hole inside a toy box.
Visual and kinesthesia learners are similar in that they both use a hands-on approach toward learning by applying what they have learned to an event in their lives or an object that they physically can see or touch. Physical hands-on learning can have its advantages, but it can provide only so much information for children. Reading and being able to fully comprehend what is being read is also a very helpful skill in retaining information. TV shows today offer plenty of educational value with different toys, games, and reading guides for the children to fully comprehend what they are watching.
When children spend less time playing outside with their friends and more time in iron of the TV, it can lead to very unhealthy eating habits. “Eighty-three percent of children from age six months to less than six years view TV or videos about one- hour and 57 minutes a day. TV viewing is a contributing factor in childhood obesity because it may take away from the time children spend doing physical activities; lead to increased energy intake through snacking and eating meals in front of the TV, and, influence children to make unhealthy food choices through exposure to food advertisements” (Obesity and Overweight for Professionals, n. . ). Children can come very impressed by the plethora of colors that a TV displays, while sitting in front of one, a child can become almost too mesmerism’s. Watching two or more hours of television for children younger than two years can have detrimental effects on a child’s attention p, impulsiveness, and restlessness (Alias, 2004). When toddlers are beginning their adventure into this amazing world, their brains are developing much more rapidly than when they will become adults. This stage is critical to children learning how to walk, associate names with faces, learning words, ND creating social bonds with others.
If a child is in front of the Top often these critical developmental skills get overshadowed by TV shows and its effect on a child’s attention abilities. TV by itself, without guides or books, can have very positive effects on a child’s ability to explore many places, animals, or things that cannot be seen otherwise. TV can inspire children to try new activities that could lead to playing a certain sport, instrument, or trying something that they would not try without seeing someone else perform it first. The Olympic Games would be an excellent example of how TV can inspire children to try new activities they would never try before.
The Olympics do not happen very often and most often it is not feasible to attend the Games themselves. Another benefit of current TV shows today can motivate the children to read the book first or even inspire adults to challenge their child to read the book before they can attend the theater to see the movie. Whether children watch current media at home or at a relatives/friend’s house, it can benefit children to have parental involvement so that they understand much more efficiently what they are watching.
A channel assigned precisely for young children from infancy to preschool can assist educationally with a double influence: censorial perceptual development and an audio visual enrichment of the cultural environment (Finalized, 2012). This can, in many ways, add to the performance of a children’s future education by obtaining higher test scores, making better decisions, and bringing forth greater opportunities in future educational goals such as college. When children regularly watch the same type of educational programming, they can grow a special interest for shows of educational nature further in life, expanding their knowledge base.
Channels such as Nick Jar. Have special programming all day long for children of a younger age group, whereas, Nickelodeon offers programming tailored toward an older age group. This can make it much easier for children to find the shows that interest them. When children become interested in what they watch, the information obtained will be much easier to retain for future use. There are three different types of parental mediation that aren’t can use while their children are watching TV.
Restrictive Mediation, Shared Viewing, and Instructive Mediation are excellent methods for parent’s to be actively involved with their children’s viewing experience. Restrictive mediation is a method that some parent’s use to restrict the amount of time, type of programming, and forbidden content from their children’s viewing. This method is also helpful for parent’s who like to use TV as a reward/punishment system. Shared viewing is purely just a parent-child viewing experience; whereas, Instructive Mediation refers to a aren’t-child discussion of content (Warren, Egger, & Kelly, 2002).
With the different types of learning styles identified in most children today, it can become quite difficult for parent’s to be resourcefully involved with their children’s viewing experience. When parent’s fully understand each type of learning style and how their children use those different styles to efficiently and appropriately learn, they can successfully make the viewing experience for their children much more pleasurable and educational for all. Following children’s TV habits is an important detail to keep n mind.

Children & Television

Effects of Television Commercial Repetition.
Journal of Consumer Research, Inc. The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance Author(s): George E. Belch Reviewed work(s): Source: Journal of Consumer Research, Vol. 9, No. 1 (Jun. , 1982), pp. 56-65 Published by: The University of Chicago Press Stable URL: http://www. jstor. org/stable/2488937 . Accessed: 17/08/2012 06:48 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www. jstor. org/page/info/about/policies/terms. jsp .
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected] org. . The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www. jstor. org The Television Commercial Repetition on Cognitive Response and Message Acceptance Effects of
GEORGEE. BELCH* The cognitiveeffects of advertisingrepetitionare examined by consideringthe impactof three levels of TV commercialexposure withina one-hour program. Attitudesand purchase intentionswere not affected by message repetition, although cognitive responses became more negative as exposure frequencyincreased. The relationship between cognitiveresponses and the message acceptance measures was relatively constantacross the three exposure levels. effects of repeated exposure to a persuasive communication have long been of interest to social psychologists and marketers.

However, research concerning the effects of persuasive message repetition on cognitive processes has been limited in both social psychology and marketing. In social psychology, much of the repetition researchhas been performedin contexts thatdo not involve communication. For example, Zajonc’s (1968) theory of mere exposure suggests that a person’s attitude toward a stimulus is positively relatedto exposure frequency(an effect Zajonc attributedto the pleasantness associated with hearing an increasinglyfamiliar stimulus).
However, mere exposure theory may have limited relevance to the attitudinal effects of persuasivemessage repetition,as this model applies primarilyto simple nonassociative stimuli, such as nonsense syllables or Turkish alphabet characters. Persuasive messages tend to be more complex stimuli and, in the case of advertisingmessages, the focus is generally on objects or ideas presentedin the message ratherthan on the advertisementitself. With the exception of a study by Cacioppo and Petty (1979), the cognitive and affective effects of repeated exposure to persuasive communicationshave generatedsurprisinglylittle researchin social psychology.
Attemptsto determinethe effects of advertisingmessage repetitionhave appearedfrequentlyin the marketingliterature (Craig, Sternthal, and Leavitt 1976; Grass and Wal- The lace 1969; Mitchell and Olson 1977; Ray and Sawyer 1971; Sawyer 1973; Silk and Vavra 1974; Winter 1973). However, most researchinto the effects of advertisingrepetition has focused primarilyon outcome measuressuch as recall, attitude,and purchaseintention,ratherthanconsideringthe underlying processes that might shape and determine reaction to an advertisingmessage following multiple exposures.
While knowledge of the repetition function for a persuasivemessage with respect to these outcome variables is important, the cognitive effects of message repetition must also be consideredif insight is to be gained in understandinga recipient’sreactionsto a message following multiple exposures. The purpose of this investigation is to study the effects of repeated exposure to a persuasive communication by examining the impact of television commercial repetition on cognitive processing.
Cognitive response measures (Greenwald 1968; Petty, Ostrom, and Brock 1981; Wright 1973) as well as traditionaloutcome measures such as recall, attitude, and purchase intention are used to examine the effects of multiple message exposures on recipients. This study also examines changes in the relationship of cognitive response mediators to measures of message acceptanceresultingfrom multipleexposuresto a commercial message. RELEVANT LITERATURE *George E. Belch is AssistantProfessorof Marketing,College of Business Administration,San Diego State University, San Diego, CA 92182.
The author wishes to acknowledge the financial support provided by a doctoraldissertationgrant from the AmericanMarketingAssociation and by researchgrantsfrom the MarketingScience Instituteand the University of California, Los Angeles. Appreciationis also expressed to Rich Lutz and James Bettmanfor their comments on an earlierversion of this manuscript and to two anonymousreviewers for their insightful comments and recommendations. The effects of advertising repetition on outcome measures such as attitude and purchase intention have been examined in a numberof studies.
Winter(1973) found that exposure to the commercials decreased the distance between attitudes toward the advertisedbrand and the ideal brand. However, diminishingreturnswere found, since the greatestamountof attitudechange occurredduringthe first two exposures. Also, exposure had a significanteffect only on individualsinitially unfamiliarwith the advertisedbrand 56 ? JOURNAL OF CONSUMERRESEARCH* Vol. 9 0 June 1982 EFFECTSOF TV COMMERCIAL REPETITION and it was positively related to brand familiarity for the relatively new brandonly. Ginter(1974) found that either overall attitude change nor brand choice was affected by the numberof message exposures. Null effects of advertising repetition were also found in a study by Mitchell and Olson (1977): repetition of two types of print ads had no effect on belief strength, attitude, or purchaseintention. Several studies have examined the effects of multiple exposure in conjunction with varied advertising appeals. Ray and Sawyer (1971) found that repetitionof six soft-sell “nongrabber” advertisementsproduced increases in purchase intention, while intention was not increasedby repetition of hard-sell “grabber” ads.
Similar results were found in-a study by Silk and Vavra (1974), who examined reactions to hard-sell and soft-sell radio commercials. Gorn and Goldberg (1980) examined the effects of repeated commercialexposure on eight- to ten-year-oldboys by varying the numberof commercials seen in the context of a half-hourprogram. Subjects viewed the commercials eitherone, three, or five times. However, some of the multiple-exposure condition subjects viewed the same commercialrepeatedly,while otherssaw a differentcommercial for the new brandeach time.
Gorn and Goldbergfound that moderateexposure (threerepetitions)resultedin the highest level of brandpreference, providedthat the same commercial was not seen each time. 57 Cacioppoand Petty (1980) tested the viability of the twostage cognitive response model in two other repetitionexperiments. In the first experiment, the cognitive response measureand a persistingmeasureof attitudechange (taken one week later) were affected in the curvilinear manner suggested by the two-factor model.
In the second experiment, they predicted-and found-an interactionbetween exposure frequency and the nature of the argumentsused on a persisting attitudechange measure. Strong argumentbased messages became more persuasive with repetition; weak argumentmessages became less persuasivewith repetition; and novel messages became more, then less persuasive with repeatedexposure. Calder and Sternthal (1980) measured cognitive responses after commercials for two products;one product and was unfamiliarto the participants one was well known.
They found that increased frequency of exposure led primarilyto more total thoughtsfor the unfamiliarproductand to an increasein negative thoughtsfor the well-knownproduct. TheoreticalAccounts of RepetitionEffects While several theoreticalexplanationshave been offered for repetitioneffects, the one that appearsto be most congenial for advertisingmessage repetition is some form of Berlyne’s (1970) two-factor theory. Berlyne proposed a nonmonotonic inverted U-curve relationship between familiarity and liking.
According to Berlyne, two separate and opposing psychological processes, positive habituation and tedium, operatesimultaneously. Positive habituationis similar to a reduction in response competition: exposure results in a reductionin arousaldue to uncertaintyand conflict and thus increases liking. Tedium also increases with exposure and results in a less pleasurablefeeling toward the stimulus. Berlyne suggests that the relative strengthof each factorvaries as a functionof exposureto the stimulus, with the habituationprocess having the greaterimpact on affect initially, while tedium and disliking occur at higher exposure levels.
Stimulus complexity and sequence heterogeneity slow the positive habituationprocess; thus tedium occurs at higher exposurelevels for complex, variedstimuli and at a relatively low frequency for simple, nonvaried stimuli. An extension of Berlyne’s two-factor theory was proposed by Stang (1973, 1975), who argued that repeated to exposureprovidesmore opportunity learnaboutthe stimulus and that because this learning is rewarding, positive affect results. However, continued repetition beyond that necessary for initial learningleads to boredomor satiation, and repeated exposure ultimately produces negative affect toward the stimulus.
A similar explanationfor repetitioneffects was proposed by Cacioppo and Petty’s (1979) two-stage attitudemodification model. They argue that repetition of the message to providesrecipientswith more opportunity elaboratecognitively upon message content and to realize the favorable implicationsand cogency of the argumentsused in the mes- Repetition and Cognitive Response McCullough and Ostrom(1974) examined the effects of repeatedexposure by having subjects view five similar ads that used the same basic appeal, but differed in the order and phrasing of the message arguments.
Cognitive responses were measuredimmediatelyafter each exposure to the advertisements. They found that repetition resulted in a significantpositive effect on cognitive response activity, as subjectslisted more positive thoughtsand fewer negative thoughts with repeatedexposure. Cacioppo and Petty (1979) examined the effects of repeating messages that were either consistent with or contraryto recipients’ initial attitudeon cognitive response activity. They found that agreementwith the message position increased and then decreased as exposure frequency increased.
The cognitive response patternfollowed a similar curvilinear relationship as favorable thoughts showed an increase followed by a decrease, while counterarguments showed a significant decrease followed by an increase. Analysis of the cognitive response measures also revealed that the counter-attitudinal message evoked a greaternumber of topic-relevantthoughts and fewer neutralor irrelevant thoughts than the proattitudinal message. Cacioppo and Petty interpretedthese results in terms of a two-stage attitudemodificationprocess.
Accordingto this model, repetitionof the message providesmore opportunity for cognitive elaborationupon the specific argumentsand realizationof theirfavorableimplications. At high exposure levels, however, tedium and/orreactancelead to an attack against the message by the receiver. 58 sage. However, in the high exposure conditions, it is very likely that tedium and/orreactancewill develop, leading to a decline in affect. Sawyer (1981) has suggested that Berlyne’s two-factor theory is consistent with results concerning the repetition effects of advertising.
Sawyer suggests that advertisements and other persuasive messages in contexts of obvious manipulative intent may elicit a majority of defensive responses-such as counterarguments and source derogations-at the outset. Once expressed, these defensive responses may dissipate and allow other, more objective evaluations and associations to occur. However, high exposure levels would ultimately result in satiation and negative reactionsto the message.
The first question of interest is whetherthe inverted Ucurve predictions offered by Berlyne’s two-factor theory and Cacioppo and Petty’s two-stage attitude modification process model occur with multipleexposuresto a television commercial. Most of the studies extant have only examined outcome measures of effectiveness, providinglittle insight into the cognitive processing that underliesthese reactions. The studies that have utilized cognitive response measures have produceddivergent results, primarilybecause of the methodologicaland proceduraldifferences among them.
It will be difficult to arrive at any generalizationsconcerning the effects of persuasive message repetition on cognitive processing until more empiricalevidence is produced. The firsthypothesisto be tested in this studyconcernsthe effects of commercialmessage repetitionon cognitive responseand message acceptance: Hi: The favorabilityof message acceptanceand cognitive responses to a television commercial increases with moderate levels of exposure, then declines following high levels of exposure. THEJOURNAL CONSUMER OF RESEARCH curring during the first few exposures to it.
Krugman’s (1972) notion of only three message exposures being sufficient to stimulatea buying decision is relevanthere. According to Krugman, the very first exposure (defined as actualattentionby the consumer)is dominatedby a “What is it? ” type of response, whereby the message recipient attemptsto define and understandthe advertisingstimulus and to determine whether the message is of any use or interest. Krugmansuggests that much of the needed reduction in response competition occurs during this first exposure and that the second exposureevokes a more evaluative and personal “What of it? reaction, which determinesthe message’s ultimate ability to persuade. If any meaningful response occurred earlier, the third exposure then acts mostly as a reminderto the recipient. The third exposure is also the beginning of disengagement or withdrawalof attentionfrom the task. Krugmansuggests that more than three exposures to a message essentially repeat earlier exposure effects. While no direct test of Krugman’s conjecturehas been conducted, there is indirect evidence that is relevant.
A study by Krugman(1968) of eye movement explorationof print ads indicated that peak effectiveness occurred after two or three exposures, while Grass and Wallace’s (1969) work with CONPADD response indicatedthat from two to 1 four exposures are optimal. Otherevidence consistentwith Krugman’s notion comes from a study by Goldberg and Gorn (1974). Also, Cacioppo and Petty’s (1979) finding that topic-irrelevant ideation increased as exposure frequency increasedsuggests that the importantprocessing of a message takes place during initial exposures. This review suggests that the strengthof the relationship between cognitive responses and message cceptancemeasuresshould increasefrom low to moderateexposurelevels, since more detailed and evaluativeprocessing will occur as message recipients become familiar with the commercial message. At higher exposure levels, however, the tedium and/or reactance associated with message satiation would inhibit and/or interfere with subsequent informationprocessing activity and resultin a weakeningof the relationship between cognitive response and message acceptance. Cognitive processing at higher levels of exposure may consist ideationmore thanof relevantprocessing of topic-irrelevant and evaluation of the message arguments.
The following predictionsconcerningthe effects of television commercial message repetition on the relevancy and mediatingrole of cognitive responses will be examined: H2: The frequency of topic-irrelevant ideation increases as exposure to a television commercial increases. ‘CONPADD (ConjugatelyProgrammedAnalysis of Advertising)measures attentionto commercialsby using an operantconditioningprocedure whereby subjects operate either a foot or hand device in orderto receive the video and audio portionsof an advertisement.
The subject’seffort thus becomes a measure of interest and attentionto the message in either the audio or video mode. Effects of Repetition on the MediatingRole of Cognitive Response Also of concern in this study are the effects of message repetitionon the mediating relationshipbetween cognitive responses and message acceptance. The issue of interest here is whethercognitive responseselicited afterhigh levels of message exposure mediate affective reactionto the message. Most studies of repetition effects have focused on dependentmeasures, such as recall, attitude, and purchase intention.
In these studies, the cumulativeeffects thatresult from repeatedexposure to the message may be capturedby using these “outcome” measures. However, this may not be the case for cognitive response measures. The detailed processingthat truly determinesthe message recipient’sreactionto the message may take place duringinitial exposure to the advertisement. Theorizingconsistent with this position has been offered by several researchers. For example, Leavitt (1974) has suggested a “strong effects” hypothesis, which suggests that the effectiveness of an ad depends on the events oc-
EFFECTSOF TV COMMERCIAL REPETITION H3: The strength of the relationshipbetween cognitive response and message acceptance measures increases with moderatelevels of exposure, then decreases at high levels of exposure. 59 thoughts. 3After completingthe cognitive responsetask, the subjectswere asked to complete a programevaluationform and a set of postmeasuresconcerning issues dealt with in the program. After completing these measures, subjectswere asked to respondto dependentmeasuresconcerningmessage acceptance and reception.
Two dependentmeasures of message acceptancewere used in this study: attitudestoward using the new brandof toothpasteand purchaseintentionsfor the new brand. Subjects’ attitudeswere measuredon four semantic differentialscales (good-bad, wise-foolish, favorable-unfavorable,beneficial-harmful). Subjects’ responses to the four scales were averaged to arrive at the attitude score used in the analyses. Intentionto try the new brand of toothpaste was measuredon three semantic differential scales (likely-unlikely, probable-improbable, possibleimpossible). The purchase intention measure used in the analyses was calculated by averagingthe three scales.
Two measuresof message receptionwere employed. An unaidedrecall measurewas takenby askingthe respondents to write down as much as they could rememberaboutwhat was said in the commercial. The recall score was then formed by counting the number of correct claims for the productlisted by the subject. The aided recall measureconsisted of six multiple-choicequestions aboutspecific points in the commercial. METHOD Overview The data for this study were collected as part of a laboratoryexperimentexaminingthe effects of advertisingmessage structure and repetition on cognitive response and message acceptance(Belch 1981). A 2 x 2 x 3 betweensubjectsdesign was used with type of message (comparative or noncomparative), message-sidedness (one- or twosided), and repetition(one, three, or five exposures) as the factors. Commercialsfor a new, fictitious brandof toothpaste were produced to serve as message stimuli for the study. The basic text for the four commercialsis shown in the Appendix. The data used to test the repetitionhypotheseswere compiled by combiningthe resultsfor the four treatment groups at each of the three exposure levels.
There were no significant interactionsbetween the message structure factorsand exposure frequencyfor the dependentvariablesof interest. Subjects and Procedure The sample consisted of 260 persons recruitedfrom two churchgroups in the Los Angeles area. Data collection was spread over 10 evenings during a two-week period. Upon arrival at the research setting, the subjects were given a brief statementconcerningthe reasonfor theirpresenceand were then randomly assigned to one of the three experimental treatments being used during that session.
One hundred subjects were assigned to both the one- and the three-exposureconditions, while 60 subjectswere assigned to the five-exposurecondition. The smaller cell size in the five-exposure condition was due to cost limitations in attaining additionalsubjects. were readto the subjectsinformingthem that Instructions they were participatingin a researchprojectevaluatingthe content of television programmingand that they would be asked to evaluate an episode of Quincy. The subjects were also told they would be asked questions about the commercials.
The subjects completed the set of premeasures, which included demographicquestions, a television viewing profile, and premeasuresconcerning issues dealt with in the program;the one-hourprogramcontainingthe stimulus commercial(s) was then shown. Immediatelyafter the program ended, the subjects were read the cognitive response instructionsand were given two minutesto list their Categorizationof Cognitive Responses The cognitive response classificationscheme used in this study included three categories of thoughts: product/mesevaluations,and sage-relatedevaluations,repetition-related evaluairrelevant thoughts.
The product/message-related tions included the cognitive response categories of counterargument, supportargument,source derogation,and curiosity thoughts as defined by Wright (1973), as well as the categories of simple dissaffirmationsand simple affirmations describedby Beaber (1975). An additionalcategory, source bolstering, was also used. This categorizationis the of positive counterpart source derogation. evaluations included any thought that Repetition-related addressedthe fact that the commercialwas seen more than one time in the program.
The use of the repetition-related categorizationmay be useful in analyzing message recipients’ reactionto multiple message exposures duringa short time period, such as a one-hourprogram. Other studies of repetitionandcognitive response(CacioppoandPetty 1979; Calderand Sternthal1980; McCulloughand Ostrom 1974) have not distinguishedthoughts reflecting reactions to the message per se from thoughtsthat might be relatedto multiple exposures to the same message.
The final cognitive response category was the irrelevantcategory, which in3The cognitive response instructionsused in this study requested the subjects to list the thoughtsthat occurredto them while viewing the commercial about the product and their reactions during the commercial to what was said about the productby the advertiser. 2A complete descriptionof the method employed in this study is available elsewhere (Belch 1981). In the interest of brevity, only a summary will be presentedhere. 60 cluded those statements that did not reflect any relevant evaluation of the advertisingmessage or of the advertisement itself.
A three-judgepanel was used to code the cognitive response protocols. The judges were given operationaldefinitions of the three response categories and were trainedin the applicationof these definitions until each had a good of understanding the coding scheme and coding task. The basis for the final rating of each cognition was a modal ratingof the threejudges. Interjudge reliabilities,calculated for each response category separately,rangedfrom 0. 69 to 0. 95. THEJOURNAL CONSUMER OF RESEARCH FIGURE AND NEGATIVE MEANNUMBERS POSITIVE OF COGNITIVE RESPONSESFOR EACHLEVEL REPETITION OF 2 (1. 77) Total Negative 1. 5 (1. 32) (1. 04) Total Product/Message (1. 15) Related Negative 1 (. 96) Total Positive RESULTS The first hypothesis concerns the effects of commercial message repetitionon the message acceptancemeasuresof attitude and purchase intention and on the cognitive response measures. The mean attitudinal scores for the one-, three-, and five-exposureconditions were 3. 87, 4. 11, and 3. 77, while the mean purchaseintentionscores were 3. 24, 3. 60, and 3. 33. An analysis of variance performedon the message acceptancemeasures showed no significanteffect of repetition for either attitude or purchase intention, F (2,257) = 1. 6 and 0. 89, respectively. The means for the numberof favorableand unfavorable thoughtsgeneratedby subjectsin each of the threeexposure conditions are graphedin the Figure. 4 An analysis of variance revealed that the increase in the numberof negative thoughts across the three levels of repetitionis significant, F (2,257) = 9. 93, p < 0. 001. Pairwisecomparisons,using a Scheffe test, indicated that the difference in negative thoughts was not significant between the one- and threeexposureconditions, but was significantbetween the threeand five-exposure conditions (p < 0. 5). The Figure also shows that favorablethoughtsremainedrelatively constant across the three exposure levels. An analysis of variance for the favorable thoughts measure was nonsignificant,F (2,257) = 0. 69. The resultspresentedabove are not supportiveof the first hypothesis. The message acceptancemeasures(attitudeand purchase intention) did not show the inverted U-curve relationshippredictedby Berlyne’s (1970) two-factortheory and Cacioppo and Petty’s two-stage attitude modification model.
The cognitive response results also fail to support the first hypothesis because negative thoughts increased across the three levels of exposure, while positive thoughts remainedrelatively constant. One possible explanationfor the increase in the number of negative thoughts across the three levels of repetitionis that multiple exposures to the message within the one-hour programmay have resultedin satiationandthe development ‘The favorable and unfavorable thoughts measures were derived by combining those cognitive responses that were positive and negative in valence, respectively.
Thus, favorable thoughts representthe sum of all source bolstering, support arguments, and simple affirmations. Unfavorable thoughts representthe sum of all counterarguments, source derogations, simple disaffirmations,and repetition-related negative comments. l:; .v~~~~~~. 3 ( 53) (. 63) (. 63) I 0 I ,I 1 5 NUMBER OF EXPOSURES 3 of reactanceby the subjects. This negative reactionto message repetition could be expressed through negative repecontition-related thoughtson the partof multiple-exposure dition subjects.
To determinewhether the increase in negative thoughts across the three levels of repetition was due to the repetition-relatedthoughts produced by the message recipients, these responses were omitted from the composite of unfavorableresponses and the effect of repetitionon the number of product/message-related negative thoughts was examined. The means for the numberof negative product/message-relatedthoughtsare graphedin the Figure. A one-way analysis of variancerevealed that these differences in negative product/message-related thoughts were not significant, F (2,257) = 0. 5. Thus, the increase in negative thoughtsacross the three exposure levels was due primarily to the recipients’ negative reactions to message repetition, ratherthan to negative evaluations of message content. Hypothesis two concerns the effect of multiple message exposure on the generation of topic-irrelevant thoughts. Topic-irrelevantthoughts were defined as those responses that do not represent an evaluation of the message arguments or of the advertisementitself. The mean numberof irrelevantthoughts for the one-, three-, and five-exposure levels was 0. 53, 0. 34 and 0. 3, respectively. The differences in irrelevantthoughtsacross the threeexposurelevels were not significant, F (2. 257) = 1. 99. Contraryto the second hypothesis, it appearsthat message recipientsin the conditions did remainactive in attending multiple-exposure to the commercials, ratherthan tuning them out and producing cognitions that were unrelatedto the message. Relationshipof Cognitive Response to Message Acceptance To examine the relationshipof the cognitive responses generatedby subjects at the various exposure levels to attitude and purchase intention, several compensatory
EFFECTS OF TV COMMERCIALREPETITION TABLEI RELATIONSHIPOF COGNITIVERESPONSE AND MESSAGE RETENTION MEASURES TO MESSAGE ACCEPTANCE BY EXPOSURE LEVEL Single exposure Attitude Model 1 Purchase intention Three exposure Attitude Purchase intention Five exposure Attitude 61 Purchase intention Y2(SA+SB+SAf) – Y. (CA SD + SDf) + Model 2 .327b .323b .481 b ,345b .491 b .236c Y2(SA+SB+SAf+RRP) – Y. (CA. + + SDf+ RRN)8 SD Retention Aided recall Unaided recall .327b .323b .468b ,339b .522b .258c . 021 . 086 .065 . 129 .014 . 010 .028 . 159 .001 . 121 .009 . 081 SAf = Simple Affirmations;SDf = Simple Disaffirmations; RRP = Repetition Related Positive; RRN = Repetition Related Negative; SA = Support Arguments; CA = Counterarguments; SD = Source Derogation; SB = Source Bolsters. bp < 0. 01 Cp < 0. 05 weighting models (cf. Wright 1973) were developed from the cognitive responses. These models, which are shown in Table 1, are based on an underlying assumption that message recipientsprocess cognitive cues in a mannersuch that opposing cues linearly balance each other. These compensatory models yield a measure of “net directionalimpact” of the cognitive mediators.
Model 1 includes the product/message-related cognitive cues using the difference between the amountof positive ideation and negative ideation engaged in by the message recipients as the predictor of message acceptance. Model 2 adds the repetition-related thoughts to the model and incorporatesall of the relevant cognitions into the cognitive response index. The relationships between the message retentionmeasures(unaidedand aided recall) and attitudeand purchaseintentionwere also examined. Simple regressions were performedusing each model as a predictorof the message acceptancemeasures.
The results of these analyses, which were performedseparatelyfor each exposurelevel, are shown in Table 1. This table shows that the cognitive response models are significantly related to the message acceptancemeasuresacross all three exposure conditions. However, the aided and unaided recall scores are not relatedto either attitudeor purchaseintentionat any of the exposure levels. As can be seen in Table 1, the relationshipof the cognitive response models to the attitudinalmeasure of message acceptanceis strongerin the three-exposurecondition than in the single-exposurecondition, as predicated.
However, the differences in these correlationsfor the two exposure levels are not statistically significant (t = 1. 32, p < 0. 10). 5 Table 1 also reveals that the magnitudeof the relationshipbetween the cognitive response models and attitude does not show the hypothesizeddecline between the 5Comparison these correlationcoefficients was made using the folof lowing test statistic: three- and five-exposure conditions, but remainsrelatively constant. The relationshipbetween the cognitive response models and purchase intention across the three exposure levels is also shown in Table 1.
The correlationsdo not show the predicted increase between the one- and three-exposure conditions. There is an attenuationin the correlationsbetween the three- and five-exposure conditions; however, these differences are not significant(t < 1). These results fail to supportthe hypothesizedchanges in the relationshipbetween cognitive and message acceptance across the three exposure levels. Table 1 also indicatesthat differences exist in the relationshipsbetween cognitive response and the attitudinalmeasure of message acceptance and between cognitive response and the purchaseintention measure in the multiple-exposureconditions.
There is an attenuationin the correlationof cognitive response to message acceptance when purchase intention, ratherthan attitude, is the message acceptance criterion. Wright (1973) found a similar attenuationbetween cognitive response and a behavioralintentionversus an attitudinal measureof message acceptance. The attenuationfound in this study may be due to the fact thatbehavioralpatternsfor a productsuch as toothpasteare likely to be well developed. Thus, favorable or unfavorablecognitive reactionsto the message may be related to affective position toward the new brand, but would not necessarily impact on intentionto buy the new brand.
I + Vm 1 Vm I/ ~1 lNm-3 l/2 In – l/2 In 1 I + Vf 1- Vf 3 t= Nf- where Vm and Vf denote the correlationcoefficients for each group and Nm and Nf denote the size of each group. This statistic makes it possible to test the equalityof two correlationcoefficients using a t test (Kleinbaum and Kupper 1978). 62 THEJOURNAL CONSUMER OF RESEARCH sage argumentsand then developing an attitudetowardthe new brand, but ratherwere using the retainedargumentsto support a preformed affective position.
This explanation may be particularlyplausible in a low-involvement advertising situation(which one might argue was the case in this study) where global affect, rather than attribute specific information,providesthe basis for consumerevaluationand decision making (cf. Olshavskyand Granbois1979; Wright 1976; Zajonc 1980). The two perspectives regarding the mediating role of cognitive response suggest differentcausal patternsamong the message acceptance measures and cognitive responses following multiple exposure to a message.
The first explanation argues for the traditionalmediatingrole of cognitive responses, whereby the flow of causal effects originates with repetitionand moves throughcognitive responses that mediateattitude,which in turnmediatespurchaseintention. The competingexplanationsuggests that the flow of effects originates with repetition and moves successively through attitude and purchase intention, which in turn influences cognitive response. This causal flow suggests thatcognitive in responses, particularly the multiple-exposure conditions, are the result of preformedaffect towardthe new brand.
To examine the two competing explanationsof the relationships among the variables, a testing of alternative model forms was undertaken. The tenabilityof each causal model was tested by attemptingto reproducethe original correlationmatrix among the four relevant variables (repetition, cognitive responses, attitude, and purchase intention). Examination of the reproducibility of the original correlationmatrix provides evidence in supportof a proposed model configuration also allows for a comparison and of other alternativeflows.
A techniquedeveloped by Simon (1957) for testing simple linear flows of causation was used to examine the relationshipamong these variables. This techniquefor testing a proposed causal flow was used by Lutz (1978) in examining the relationshipsamong beliefs, attitude, and behavioral intention-a problem similar to the presentone. Simon developed a precise set of predictionsfor the magnitudeof correlationbetween nonadjacent pairsof variables in the hypothesized flow of causation, based on observed correlationsbetween adjacent pairs of variables.
Specifically, the predicted correlationbetween any two nonadjacent variables is equal to the product of all the pairwise correlations between adjacent intervening variables. For example, in the traditionalcognitive response causal sequence (repetition– cognitive response-> attitude-> intention), Simon’s model would predictthat the simple correlationbetween repetitionand intentionwould be equal to the simple correlationsof repetitionand cognitive response multiplied by the simple correlationof cognitive response and attitudemultipliedby the simple correlationof attitude and intention.
Comparisonof predicted and actual correlations provides a measure of “fit” for the theoreticalexplanations being applied to the data. While this mode of analysis cannot prove that a particularcausal sequence is correct, it is useful for testing competing explanations. Cognitive Responses: Mediatorsor Productsof Message Acceptance? A basic assumptionin using the cognitive response approachto studying communicationeffects is that the spontaneous thoughts generated by the message recipients causally mediate affective reactions to a persuasive message.
The assumptionthat cognitive responses precede and influencethe formationof attitudesand intentionshas been made in most cognitive response studies and has been directly tested in several investigations (Cacioppo and Petty 1979; Osterhouse and Brock 1970; Petty and Cacioppo 1977). This study assumed that cognitive response cues generated by the message recipients mediate the effect of repetition on message acceptance,since subjectsin the multipleexposure conditions had the opportunity to become acquainted with the message arguments and had plenty of time to elaborate cognitively upon them. Thus, the responses generatedby the multiple-exposurecondition subjects would be based on the cogency of the message arguments and their reactionsto these arguments,ratherthan on a general, overall impressionof the productand/orcommercial. Evidence in supportof this position is offered by the strong relationshipbetween cognitive response and attitude in the multiple-exposureconditions. There is, however, an alternativehypothesis to the argument that cognitive responses mediate the effect of repetition on message acceptance.
It may be that the thoughts producedby the message recipientsare not really mediating acceptanceof the message, but ratherare a reflectionof the recipient’s affective position toward the product and/or commercial. Several studies (Tesser and Conlee 1975; Tesser and Cowan 1977) have shown that the opportunityfor thought leads to a polarizationof attitudeswhereby affective position becomes more extreme in the initial direction. onditionsmay Message recipientsin the multiple-exposure have formed an attitudetowardthe new brandafter one or two exposures, while further exposure to and reflection upon the message argumentsmay have led to attitudepolarization. Thus, the cognitive responsesproducedby these subjects may have been a reflection of a previously developed and polarized attitude;ratherthan mediatingmessage acceptance,the recipients’responses may thus have offered cognitive justification for their affective position.
This alternativeperspective suggests that the multipleexposure condition subjects were not processing the mes- 6Thereis evidence that the message argumentswere retainedmore in the multiple-exposureconditions than in the single-exposureconditions. The cell means for the unaidedrecall measurewere 1. 70, 2. 33, and 2. 48, while the means for the aided recall measure were 2. 22, 2. 74, and 3. 20. An analysis of varianceperformedon the receptionscores showed thatthe effect of repetitionwas significant for both measures, F (2. 257) = 7. 01 and 11. 25, respectively (p < 0. 1). Pairwise comparisons of the cell means, using the Scheffe test, indicatedthat both recall measuresshowed a significant increase between the one- and three-exposureconditions (p < 0. 05), but not between the three- and five-exposurelevels. REPETITION EFFECTSOF TV COMMERCIAL TABLE 2 INTERCORRELATIONSOF VARIABLES IN HYPOTHESIZED FLOW OF EFFECTS Cognitive response – 63 TABLE 3 PREDICTIONS AND DEGREES OF FIT FOR RELATIONSHIPS AMONG NONADJACENT CAUSAL VARIABLES Degrees of fit Actual Expected Variable Repetition – Attitude – . 013 . 429 Purchase intention . 31 R–CR->Att->PI’ 1. Repetition 2. Cognitive response 3. Attitude 4. Purchase intention .022 .310 . 692 13 12r23 -. 013 rl2r23r,. r24= r23r, r14= .031 . 310 R–Att->PIl-CR -. 009 [(-. 022)(. 429)] – . 006 [(-. 022)(. 429)(. 692)] . 297 [(. 429)(. 692)] In performingthis analysis, the cognitive response variable was operationalizedby using the compensatoryindex derived from model 1 (Table 1). Repetition was assigned a value of 1, 3, or 5, dependingupon exposurelevel. Table 2 shows the observed simple correlationsamong the four variablesof interest.
Each variableis numberedto facilitate of interpretation Table 3, which shows the actual and expected correlations among nonadjacentpairs of variables for the two competing causal flows previously described. To compare the degrees of fit of the two models, a total discrepancy score was computed from the correlations shown in Table 3. Total discrepancy was operationalized as the sum of the absolute differences between predicted and actual correlations. Table 3 shows that the degree of fit was best for the traditional model, in which cognitive responses mediate message acceptance.
The total discrepancyfor this model was 0. 055, while the total discrepancy for the competing model was 0. 278. In additionto the two models previously considered, alternativeorderingsof the cognitive response and message acceptance measures following message repetition were also examined. However, none of these models performedas well as the basic cognitive-responses-as-mediatorsmodel. 13 r12r23 r14 =r2r23r34 r24 =r23r34 .031 -. 022 . 429 -. 015 [(-. 022)(. 692)] -. 005 [(-. 022)(. 692)(. 310)] . 214 [(. 692)(. 310)] intention aRepetitionrCognitive response-Attitude-oPurchase
DISCUSSION The results of this study are not supportiveof Berlyne’s (1970) two-factor theoretical account of repetition effects nor of Cacioppo and Petty’s (1979) two-stage attitudemodification process model. Neither attitudesnor purchaseintentions were affected by the level of advertisingexposure. This is consistent with the results of otherrepetitionstudies that have failed to find a significant main effect for repetition on these outcome measures. The patternof results found for the cognitive response measures was also inconsistent with theoretical expectations.
The number of negative product/message-related thoughtsdid not decline between the one- and three-exposure conditions, as had been predicted. The negative thoughtsvariablealso failed to parallelthe resultsfound for the attitude and purchase intention measures for the oneand three-exposureconditions. This inconsistency, which was also found by Calder and Sternthal(1980) and, to a lesser degree, by-Cacioppoand Petty (1980), suggests that there is not always a direct correspondencebetween cognitive response and outcome evaluations.
The second stage of two-factortheory and the two-stage attitudemodificationprocess, which predicts a decrease in affect and an increase in negative thoughts due to tedium and reactance, was partially supported. Neither attitudes nor purchase intentions showed a significant decline between the three- and five-exposure conditions. However, the significant increase in negative repetition-related thoughts between the three- and five-exposure conditions suggests that reactance to the multiple message exposures did become more pronouncedin the high exposure condition.
The significant increase in repetition-related thoughts across the three exposure levels is not surprising,but it is noteworthy. Past studies of repetition and cognitive response have not directlyrecognized the possibility thatrepetition-relatedcognitions might occur as a result of excessive exposure to a message; instead, they have assumed that the recipient’s reaction to message repetition impacts on more traditionalcognitive response variables, such as or counterarguments favorablemessage-relatedthoughts. From a strategicperspective, these findings have implications for the scheduling of adverising messages, particularly over short time periods. While the exposure levels used in this study were high for a one-hour time period, they are not totally inconsistent with actual media schedvalue uling practices. The results suggest that no short-term is gained from addedexposures. Media schedulesthatresult in high levels of message exposure in a limited time period run the risk of alienatingthe viewer and may not represent Althoughcognitive response measures were not taken in the study by Gom and Goldberg (1980), they did find negative repetition-related reactions to be commonplace: “Observationof the children suggested that when exposed to the same commercial three or five times, they became annoyedby the repetitions. Remarkssuch as “Oh no, not again” or “not anotherone” were common …… . . . (p. 424). ” 64 the most effective expenditureof media budgets.
However, ratherthan focusing only on immediate postexposure reactions, it would be helpful to consider the effects of multiple message exposure over longer time periods, in order to determine the persistence of positive or negative responses. Crandall,Harrison,and Zajonc (1975) found that the negative effects of tediumfrom repeatedexposuresmay be only transitory,whereasthe positive effect is permanent. Stang (1974) also found satiationeffects to be short-lived: a small measurementdelay was more likely to show positive effects of exposure than an immediate measurement.
Research similar to that of Cacioppo and Petty (1980), which uses delayed measures of cognitive response and the attitudechange, is needed to fully understand effects of message repetition. The use of delayed response measures in examining repetition effects is discussed in detail by Sawyer and Ward (1977). The results of this study are supportiveof other investigations suggesting that cognitive responses mediate postmessage attitudesand purchase intentions. Moreover, this studyoffers furthersupportfor the viabilityof using thought verbalization data in studying communication effects.
While the cognitive response models were capable of explaining a significantamountof the variancein attitudeand purchase intention, the aided and unaided recall measures did not show a significant relationshipto message acceptance despite the increase in recall scores across the three levels of exposure. These findingsare consistentwith other studies which have found that stimulus learningis not necessarily related to affective reactions (Cacioppo and Petty 1979; Greenwald1968; Wright19,73).
These resultssupport the argumentthat cognitive cues generatedby the message recipient, ratherthan message arguments, are the primary mediatorsof message acceptance. [ReceivedMay 1981. Revised November 1981. ]
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A. G. Greenwald, T. C. Brock, and T. M. Ostrom, New York: Academic Press. Kleinbaum,David G. , and Kupper,LawrenceL. (1978), Applied Methods,North RegressionAnalysis and OtherMultivariable Scituate, MA: Duxbury Press. Krugman,HerbertE. (1962), “An Applicationof LearningTheory to TV Copy Testing,” Public Opinion Quarterly, 26: 626-34. (1965), “The Impactof Television Advertising:Learning Without Involvement,” Public Opinion Quarterly, 30: 583-96. (1968), “Processes Underlying Exposure to Advertising,” AmericanPsychologist, 23: 11-14.
APPENDIX Sample Text of CommercialMessages Announcingan importantadvance in the science of dental hygiene, new Shield toothpaste with fluorigard. Fluorigard is a new stannous fluoride substance developed by a biodental team at a leading university. Clinical tests by the American Dental Association have found new Shield to be more effective than Crest, the leading fluoride toothpaste, in reducing cavities. These tests showed that Shield, with its patented fluorigardformula, has significantly higher levels of fluoride activity than Crest.
This means that Shield spreads faster while you brush, actually penetratingand cleaning in between your teeth, where most cavities occur. And Shield’s fluorigard formulawas also preferredin taste tests. Remember, see your dentist regularly and brush often with new Shield, the only toothpastethat gives your teeth the protectionof fluorigard. REPETITION EFFECTSOF TV COMMERCIAL (1972), “Why Three ExposuresMay Be Enough,” Journal of AdvertisingResearch, 12: 11-14. Leavitt, Clark (1974), “Strong Versus Weak Effects of Mass Communications:Two Alternative Hypotheses,” in Buyerl ConsumerInformationProcessing, eds.
G. D. Hughes and M. L. Ray, Chapel Hill, NC: University of North Carolina Press. Lutz, RichardJ. (1978), “A FurtherExaminationof Two Laboratory Tests of the Extended Fishbein Attitude Model: Rejoinder,” Journal of Consumer Research, 4 (March): 266-271. McCullough, J. L. , and Ostrom, Thomas (1974), “Repetitionof Highly Similar Messages and AttitudeChange,” Journal of Applied Psychology, 59 (June): 395-7. Mitchell, Andrew, andOlson, JerryC. (1977), “Cognitive Effects of Advertising Repetition,” in Advances in ConsumerResearch, Vol. 4, ed. W. D.
Perreault,Atlanta, GA: Association for ConsumerResearch, pp. 213-20. Olshavsky, Richard W. , and Granbois, Donald (1979), “Consumer Decision Making-Fact or Fiction,” Journal of ConsumerResearch, 7: 331-33. Osterhouse, R. A. , and Brock, Timothy C. (1970), “Distraction Increases Yielding to Propagandaby Inhibiting Counterarguing,” Journal of Personality and Oocial Psychology, 15: 344-358. Petty, RichardE. , and Cacioppo, JohnT. (1977), “Forewarning, Cognitive Responding, and Resistanceto Persuasion,”Journal of Personality and Social Psychology, 35: 645-55.
Ostrom, Thomas M. , and Brock, Timothy C. (1981), CognitiveResponses in Persuasion, Hillsdale, NJ: Erlbaum. Ray, Michael L. , and Sawyer, Alan G. (1971), “A Laboratory Technique for Estimating the Repetition Function for Advertising Media Models,” Journal of MarketingResearch, 8: 20-29. Sawyer, Alan G. (1973), “The Effects of Repetition of Refutational and SupportiveAdvertisingAppeals,” Journal of Mar3-33. ketingResearch, 10 (February): (1977), “Repetition and Affect: Recent Empirical and
TheoreticalDevelopment,” in Foundationsof Consumerand Industrial Buying Behavior, eds. A. G. Woodside, J. N. Sheth, and P. D. Bennett, New York: AmericanElsevier. (1981), “Repetition, Cognitive Response and Persuasion,” in Cognitive Responses in Persuasion, eds. R. E. Petty, T. Ostrom, and T. Brock, Hillsdale, NJ: Erlbaum,pp. 237-61. 65 , and Ward, Scott (1979), “Carry-OverEffects in Advertising Communication,” in Research in Marketing, Vol. II, ed. J. N. Sheth, Greenwich, CT: JAI Press, pp. 259-314. Silk, Alvin J. , and Vavra, J. G. 1974), “The Influence of Advertising’s Affective Qualities on Consumer-Response,” in Processing, eds. G. D. Hughes Information Buyer/Consumer and M. L. Ray, Chapel Hill, NC: University of North Carolina Press, pp. 157-86. Simon, H. A. (1957), Models of Man, New York: John Wiley & Sons, Inc. Stang, D. J. (1973), “Six Theories of Repeated Exposure and Affect,” Manuscript#482, JSAS Catalog of Selected Documents in Psychology, 3: 126. (1975), “The Effects of Mere Exposureon Learningand Affect,” Journal of Personality and Social Psychology, 31: 7-13.
Tesser, A. , and Conlee, M. C. (1975), “Some Effects of Time and Thought on Attitude Polarization,” Journal of Personality and Social Psychology, 31: 262-70. , and Cowan, C. L. (1977), “Some Attitudinaland Cognitive Consequences of Thought,” Journal of Research in Personality, 11: 216-26. Winer, B. J. (1971), Statistical Principles in ExperimentalDesign, New York: McGraw-HillBook Co. Winter, FredrickW. (1973), “A LaboratoryExperimentof Individual AttitudeResponse to AdvertisingExposure,” Journal of MarketingResearch, 10 (May): 130-40. Wright, Peter L. 1973), “The Cognitive Processes Mediating Research, Acceptanceof Advertising,” Journal of Marketing 53-67. 10 (February): (1975), “Factors Affecting Cognitive Resistance to Advertising,” Journal of ConsumerResearch, 2 (June): 1-10. (1976), “An Adaptive Consumer’sView of Attitudesand Other Choice Mechanisms, as Viewed by an Equally Adaptive Advertiser,” in AttitudeResearch at Bay, eds. Deborah Johnson and William D. Wells, Chicago American Marketing Association, pp. 113-31. (1980), “Message-Evoked Thoughts: Persuasion ResearchUsing ThoughtVerbalizations,”Journal of Consumer Research, 2

Effects of Television Commercial Repetition

Television advertising: how does it affect children?.
Introduction
It is just about nearly impossible to go anywhere in today’s world without seeing some kind of ad, whether it be a billboard for McDonalds, or a television commercial for Fisher Price toys. It is estimated that each American is exposed to well over 2,500 advertising messages per day, and that children see over 50,000 television commercials a year. This means that marketing agencies have approximately 137 times in a day to target and influence young children. Research has shown that young children –younger than 8 years– are cognitively and psychologically defenseless against advertising. They do not understand the notion of intent to sell and frequently accept advertising claims at face value (Strasburger, MD). Therefore further attention should be paid to the amount of advertising that is projected at young children. In this essay I will discuss the affects adverting has on youth, explore why children are targeted and evaluate what alterations need to take place in the advertising industry with regards to children.
What does the commercial do It creates a subconscious decision about what the brand is and makes it seem so true. Television commercials do this by relating people to other people. Take for instance a toy commercial, the producer does not have the parent playing with and enjoying the toy, they have young kids playing with the toy looking happy and that is where your trouble lies with young children – because they are unfairly influenced to think the way the manufacturer wants you to think rather than to rationalize what really is going on and how good or not good that product actually is or whether it is truly something you must have and can’t live without so you fixate on it and do all you can to get it – but at what cost!

Children are affected by advertising whether it be purposely aimed at and fabricated for them or indirectly. A television commercial and subliminal promoting in children shows promotes brand-name awareness in a number of product categories and also helps to create a possible opinion about them. Children acquire approximately 85 percent of their Games, Toys and Hobby interest due to ad exposure and children’s shows. Several children as young as three years old can recognize brand named products and clothing. When children spend a great deal of time watching television they cannot help but be influenced by it and want what they see.Children become obsessed with having what they see on television that they continuously hassle their parents until they get it. These children that are watching more television are going to want more toys seen in advertisements and eat more advertised food than children who do not watch as much television (Strasburger, MD. 2006). Marketers have long since realized that the economical future of marketing rests within the youth and it has taken decades for the advertising companies to hone in their unique marketing techniques to advertise successfully to kids.
Since advertising to children, especially those who are between the ages of 8 and 12, 67% of all products and brands purchased by parents are heavily influenced by their kids (Lindstrom and Seybold, 2003). In the past years it has been recorded that children aged 2 to 17 influenced parental spending to an astounding $1.18 trillion across the world. One of the most lucrative industries in the world today is the advertising industry. Last year alone the advertising industry spent over 150 billion dollars in the United States (TNS Media Intelligence). That amount of money would be enough to give everyone in the world 20 dollars and still have enough left over to buy a 150,000 dollar sports car or a nice little get away home. About $1.6 billion, of the $150 billion, was spent on advertising directed at children ages 2 to 17, representing 17 percent of the total annual marketing budgets for the reporting companies’ brands. Companies spent 46 percent of marketing budgets on television advertising as it has managed to maintain its dominance as the most popular way to reach consumers (Kendra Marr, 2008). “The public health implications of early television and video viewing are potentially large. There are both theoretical and empirical reasons to believe that the effects of media exposure on children’s development are more likely to be adverse before the age of about 30 months than afterward” (JAMA and Archives Journals). Television advertising is not the only form of advertising but it still remains as the most successful and influential media that reaches out to young children. Children in the United States on average watch television commercials for approximately five hours per week, having access to as many as 20,000 – 40,000 commercials in a single year. This means that by the time they graduate from high school, children may have been exposed to upwards of 360,000 television ads (Federal Trade Commission). In 2003 studies revealed that children, who were between the ages of about 10 – 12 years old, or tweens, watched the most television and referenced it as their single most essential source for information (Lindstrom and Seybold, 2003).
Children in today’s world are being exposed to more advertising in several different media forms, each with its own strengths as a tool for persuasion. The biggest influential advertising coming from television followed closely by the internet then magazines, radio, billboard, and even in-store advertising. In the United States, there are currently few policies and standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies put in place by the Children’s Advertising Review Unit (CARU) of the National Council of Better Business Bureaus (BBB). CARU’s guidelines apply to all forms of children’s advertising, but it has no legal authority over advertisers and can only request for voluntary compliance from the marketing companies. If voluntary compliance by the marketing companies is not met, the Federal Communications Commission (FCC) and the Federal Trade Commission (FTC) share authority for regulating advertising; each agency play’s a different role. The FCC has the responsibility of establishing public interest obligations for television broadcasters, while FTC’s responsibility is to regulate advertising deemed unfair or deceptive.
In recent years, the advertising industry has viewed children and teenagers as the leading market strength, as a result, children and adolescents are targeted aggressively by these companies. The primary goal of advertising and marketing intended for children are to influence brand preference, brand awareness, and brand loyalty. It can be disputed that children, particularly juveniles, are a vulnerable and should be protected from marketable influences that may adversely have an impact on their health, and as a society that values its children, there should be greater social responsibility for their present and future health.
References
Holt, Debra J., Pauline M. Ippolito, Debra M. Desrochers, and Christopher R. Kelley. “Children’s Exposure to TV Advertising in 1977 and 2004 Information for the Obesity Debate.” Federal Trade Commission Bureau of Economics Staff Report, 1 June 2007. Web. 23 Apr. 2011.
Howard, Theresa. “USATODAY.com – Advertisers forced to think way outside the box.” News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World – USATODAY.com. 20 June 2005. 02 Apr. 2011 .
JAMA and Archives Journals. “Many Children Younger Than Two Watch TV Regularly, But Content Varies.” ScienceDaily, 8 May 2007. Web. 28 Apr. 2011
Lindstrom, Martin, and Patricia Seybold. “BRAND Child.” Patricia Seybold Group. 1 Mar. 2003. Kogan Page. 05 Apr. 2011 .
Marr, Kendra. “Children Targets of $1.6 Billion in Food Ads – Washingtonpost.com.” The Washington Post: National, World & D.C. Area News and Headlines – The Washington Post. The Washington Post, 30 July 2008. Web. 23 Apr. 2011. .
Moore, Elizabeth S. “Children and the Changing World of Advertising | PhilPapers.” PhilPapers: Online Research in Philosophy. 2004. Kluwer Academic Publishers. 02 Apr. 2011 .
Strasburger, MD, Victor C. “Children, Adolescents, and Advertising — Committee on Communications 118 (6): 2563 — Pediatrics.” Pediatrics | Official Journal of the American Academy of Pediatrics. American Academy of Pediatrics, 1 Dec. 2006. Web. 28 Apr. 2011. .

Television advertising: how does it affect children?

Karaoke Television.
The word “KTV” stands for Karaoke Television. It is a form of interactive entertainment where amateurs sing along recorded music using a microphone and public address system with a screen of displayed lyrics. There are over 100 KTV establishments in Singapore. Party World KTV is an established karaoke entertainment in Singapore, boasting 12 outlets throughout the island. Equipped with the latest in entertainment technology, user-friendly systems and comfortable spacious rooms, patrons are ensured utmost pleasure and comfort. Party World KTV strives to enrich patron’s experience in singing quality and ‘beyond singing’ experience.
Various segments have been identified as possible segments that Party World KTV could target and choose to focus on. Possible segments include but are not limited to: students, corporate, families and senior citizens. The possible segments allows Party World to be an all-rounder KTV entertainment provider, providing from young to old, private to corporate.
However, instead of competing in a mass market with broad segments, in adopting a narrower focus, the company ideally focuses on their specialized needs, thus better tailoring the marketing mix accordingly. The chosen segments to focus are students and corporate. Students and corporate segments are important source of customer base. Corporate functions are on regular basis where organizers are willing to spend generously. Students, on the other hand are cost conscious.

Singapore’s KTV entertainment industry has grown rapidly over the years. Party World KTV has significance market shares in the industry, nevertheless, not without strong competitors like K Box, Good Luck KTV and Top One KTV.
The targeted markets consist of working class (corporate) and non-working class (students). There are huge pools of customers readily available in these two segments. Offering specialize services aimed at corporate functions could set Part World’s positioning at a higher level. Students, on the other hand are customers who enjoy KTV entertainment due to many reasons such as, fans who imitate idols, singing as hobby and friends hangout. In targeting these segments, Party World KTV sets its positioning in customer’s mind uniquely different from other common KTVs. Setting a prestige standard for official functions while not neglecting the needs of the young and non-working customers.
An overview of the marketing mix, place, price, products (service) and promotion are as followed. * Place – Exclusive, multiple locations strategically located (12 branches). Rooms are comfortable and spacious. VIPs room exclusively only available in 5 branches with prior bookings needed. All branches are located island wide, convenient for all. * Price – Different pricing strategy. Higher prices targeted to high end customers (corporate functions). Affordable prices for middle income or non-working customers (students). With 2 major segments targeted, pricing have to be set accordingly, suiting customer’s need.
Moreover, customers are charges at per room (not per pax), this allows customers to bring more friends. * Products and/or (Services) – High-end service, well-trained staffs and well equip facilities (includes internet, pool table, board games, DVD player and Playstation 3. Exclusive service provided for corporate / private functions. Staffs are well-trained and experience in KTV related services. Party World KTV goes the extra mile to make customers feel more relax with available gaming electronics and free snacks and drinks (for members only). * Promotions – Wide variety of promotions for the targeted segments.
Promotional tools currently used by Party World to attract and retain customers are as followed. Before any promotional steps are taken, there must first be a retention strategy to retain current customers before attracting new potential customers.
Membership is one way of retaining and attracting customers. Members enjoy lifetime member privileges, moreover, given a birthday voucher on the birthday month.
Points redemption / accumulation entitles members to be rewarded for every dollar they spent. Points are redeemable for food and beverages, longer usage of facilities and special gifts. With points redemption, customers are more enticed to spend more and remain loyal to Party World KTV than switching to others. (Spend in Party World and get rewarded!)
A singing contest is held monthly to promote singing. It is considered as a friendly and leisure contest to promote singing. Most of the participants are students eagerly waiting for their chance to sing on stage. Thus, this promotional tool is appropriate in attracting the student amateur singers.
“Happy Hour Promotion” applicable from Mondays to Fridays (2pm – 7pm), customers are given a special rate which includes free snacks and non-alcohol drinks. Members are able to enjoy an additional 10% discount.
“3 bottles package” Customers are able to choose any 3 bottles of alcohol with free 6 bottles of mixers at only $598.
Nevertheless, the promotions are insufficient to attract customers. We recommend for an “Epic Theme Nights” which covers from Monday to Thursdays and Sunday where Party World KTV has least customers.
Selling points: Now you can even produce and design your own MTV album (with your own vocals and video) with Party World KTV’s professional studio and recording system! find their favorite croons and save favorite songs in a playlist for easy retrieval on the next visit. All you have to do is to register through the KTV system using your mobile number as login ID and start saving your favorite KTV songs in your playlist!
Your comfort and pleasure is met with our spacious rooms which are lined with comfortable leather seats and massage chairs and in-room foot massage machines.
Message: For wannabe Singapore Idols, Party World is the obvious place to hone your singing skills. Affordable room rentals and a hefty bilingual song catalogue should ensure hours of crooning entertainment, not to mention various discounts available to NTUC cardholders. With 11 branches spread across the island, Party World has become quite a karaoke institution.

Karaoke Television

Television Broadcasts Limited.
Television Broadcasts Limited, commonly known as TVB, is the first wireless commercial television station in Hong Kong. It was first established on 19 November 1967 with only about 200 staff. The Group has now grown to a size of about 4,200 including contract artistes and staff in overseas subsidiary companies. The major activities of TVB are television broadcasting, programme production and other broadcasting related activities such as programme licensing, video distribution and satellite broadcasting etc.
It transmits over 17,000 hours of programming on its Chinese Jade channel and English Pearl channel free of charge to 2. 34 million homes in Hong Kong. It is one of the largest producers of Chinese language programming in the world. Many of the Chinese programmes are dubbed into other languages and are distributed to more than 40 countries and cities, accessible to over 300 million households. During the prime time viewing hours, the Chinese Jade Channel and English Pearl Channel achieve a remarkable average of 87% and 80% of Hong Kong’s television audience share respectively.
To cope with future development, the Company invested HK$2. 2 billion in the construction of a new state-of-the-art TVB City in Tseung Kwan O Industrial Estate. The management and production facilities, with a building area of over 110,000 sq metres, 30% more than the TV City at Clear Water Bay Road, came into full operation in October 2003. There are two outdoor shooting locations and 22 production studios in TVB City. The new TVB City is fully digitized to enhance its services to the public.

On 31 December 2007, TVB officially launched its 24-hour HD channel, HD Jade, providing diverse and brand new audio/visual entertainment in the digital era. In addition to the simulcast of digital Jade and Pearl channel, TVB started operating J2 and iNews digital channels in June 2008 and January 2009 respectively. The Company has always been striving for excellence in serving the people of Hong Kong and its efforts are widely recognized. The Company, has thus received 450 international awards for its various television programming and programme promotions in the past.
In 1997, TVB has also been awarded as one of Asia’s 50 most competitive companies; one of the top 20 companies in Hong Kong and one of the Asia’s 200 Leading Companies. In 2001, it was also awarded the National Association of Broadcasters (NAB) International Broadcasting Excellence Award 2001 for its outstanding contributions to the community. Now, let me sum up our proposal. Our mission is to develop a diverse development company. In the past, we have developed magazine industry, music industry, film industry and internet industry.
In the future, we plan to develop agency industry, which are combine advertisements and sales. We plan to operate online sales thought the television and earn the commission. There are several reasons that can support our proposal to be a successful one. First of all, we have an excellent financial situation now and we have cash balance total HK$3,604 million in 2012. If the our proposal is implemented, more sponsorship in the clothing and jewelry of the TV series or some annual TV shows. It can decrease the cost of production. nline shopping become more popular, this development of this kind of business can really help the company to generate more earning. Secondary, TVB have already a huge fixed amount of audience and we believe that more audience will be attracted by the new scheme, which means that more customers are provided. Moreover, nowadays, online shopping has become a tendency in Hong Kong since it is convenient. When you are taking the train, on your way to work; or lying on the sofa, enjoy your weekend at home, you can watch our programs though your cell phone and TV.
Our artists wear the fashion items that you want, you can only touch that item on the screen to get it. The details of the item will be shown after you touching the screen. If you decide to buy, you can add the item to your shopping bag and confirm you order. You can use any of the payment types listed on the screen to pay for your order, for example VISA, PAYPAL, AMERICAN EXPRESS. Your details are safe with us as we take security very seriously indeed. U may doubt that whether the proposal is feasible. It can surely give u an answer.
Yes! We plan to cooperate with SONY to make the technology of touch screen can be perfected and fixed with this proposal. SONY which is an initiate company always seeks for a breakthrough has a strong technology to support us. It can match with the technology that our plan needs. TVB has been serving the audience for 44 years. It will continue to keep its promise, delivering excellence in programming and cutting-edge broadcasting technology to the people of Hong Kong and to Chinese communities around the world. umanitarian initiative Apart from fighting for greater profits, it is our obligation to perform our humanitarian initiative. After shooting dramas, we can ask our clients for their clothes for charity sale. All income from charity sale will be donated to charities. Clothes which are abandoned can donate to charities as well. Our actors and actress are also willing to donate their clothes either for the charity sale or the charities. establish a new department in response for the agency job.

Television Broadcasts Limited

Bad Influence of Television.
Television is a bad influence Nowadays, almost each family has at least one television. Even when we grow up, we still have a cartoon in our memories. But we can see, more and more children indulge to TV shows, they pick up bad habits from the programs and they lost a lot of fun because of they spend too much time in watching TV. Not only to the children but also to the adults, watching TV is harmful to people’s health. Too often such cruel behavior can be seen on television programs. The children could not distinguish which behavior is right and which one is wrong.
They even think some cruel behaviors are very cool. And when the children watch television programs, their parents do not have time tell them how to do is right. The programs or the films have many fighting and erotic actions to attract their attention. Young children could learn from them and do the same thing in their real life. That’s why young criminal are increasing in recent years. Watching television is interesting in children’s eyes. This is how things are. Most children like watching TV rather than playing outside.
But playing in the sunshine has better influences than staying at home. Because of staying at home, they have less chance to make friends or communicate with others. Social work skills should be learned from a kid. Maybe someone could say some programs are good for children to know more knowledge. But in fact, children are not interested in it. Learn knowledge from their own experiences can let them remember more clearly. For example, take the child to the zoo to see tigers would be better to watch tigers on a television.

If you spend too much time in watching television, it’s harmful to your health. Many teens have shortsighted because of this. And it caused the problem like fat. Staying at home will let you become lazier. Our body needs to do sports. When people are watching TV, their brain actually doesn’t need to think, the images and the voice can give enough information to them. So, our brain could be stupid. In a word, television is a bad influence. Let’s read books or go outside to play to kill time. Do not let television to be harmful to us.

Bad Influence of Television

Analysing television adverts.
I have chosen to evaluate three adverts, which were chosen from the top ten most popular television adverts of all time. They have one common denominator in that they are all for beverages. The products that they advertise are: Guinness draught beer, Tango (a fizzy orange soft drink) and R.Whites lemonade. The first area I am going to examine is the main devices used in each of these adverts. In the Guinness advert the main devices used are stirring images of a surfer waiting for the perfect wave, and then the wave finally arriving and him surfing it. This works well as the punch line of the advert is that when you purchase a pint of Guinness you cannot drink it straight away, you have to wait for it to settle, just as a surfer has to wait for the perfect wave.
The main device in the Tango advert is a short, fat man who is painted orange and runs up to the Tango drinker and slaps him in the face. This tells the audience that Tango is a refreshing, revitalising drink, which brings you around as quickly as a slap in the face. The R.Whites advert uses a man singing as its main device. The focus is not on the man, but on the lyrics of the song that he is singing, which is all about how he cannot help drinking R.Whites lemonade, even in the middle of the night, because the taste is so delicious.
Music is a very important aspect of advertising. If a person is in a room where the television is on but is not watching the television, if they are reading the newspaper, for example, then it will be the music on the advert which will catch their attention and make them look up and pay attention to it. Also, as an advert is very short the atmosphere that the advertisers want to achieve has to be built up over a short amount of time, and music can help them greatly in achieving this goal.

In the Guinness advert a drum is used to create atmosphere. Throughout the course of this advert the drum becomes a metaphor for several different things. At first it symbolises a ticking clock, which illustrates how patiently the surfers are waiting for the perfect wave. As the main surfer runs out to the wave and begins to surf it the drums symbolise his heartbeat and therefore show how exhilarated he is to be surfing the perfect wave. As the wave begins to break, the foam becomes white horses, leaping gracefully and powerfully over the surfers’ head. At this point the drums symbolise both the beat of the horses’ hooves and the power of the wave. The interesting thing about the drum is that it never beats faster, just louder, and this both gives the advert a great deal of conviction and makes it very emotionally arresting.
There is no music in the Tango advert. This does not make it any less popular than the other adverts, as the sound is instead focused on the voice over. Unlike the Guinness advert the Tango advert is not emotionally arresting, and so no music is necessary in that respect. In the R.Whites adverts the music contributes to the humour, but the humour in the Tango advert is very slapstick, and it is therefore the action itself that is so funny that it does not need music to aid or explain it.
The R.Whites advert is unique because, unlike many adverts, including the Guinness advert, where the music is just an accessory to add atmosphere, the music is what the advert is based on. The main device of the advert, as I mentioned earlier, is a man singing. The most important area in the advert is the lyrics of this song. These lyrics are:
“I’m a secret lemonade drinker (R.Whites, R.Whites), I’ve been trying to keep it down But it’s one of those nights, (R.Whites, R.Whites)….” This song is telling the audience that R.Whites lemonade is such a wonderful taste sensation that you cannot help becoming addicted to it, to the point when you will sneak about in the middle of the night, just to have some. The other important aspect of the music is the style in which it is sung. The advert was released in 1973 when Elvis Presley was very popular, and is sung in the “Elvis” style by an Elvis impersonator. Not only would this mean that people would relate to the style of the singing, but the sound of Elvis’ voice would draw peoples’ attention to the adverts.
Advertising slogans are one of the most memorable aspects of adverts in any type of media, including television. Slogans are used directly in two of these adverts, and indirectly as part of the song in the R.Whites advert (I’m a secret lemonade drinker has become known as a sort of “unofficial” R.Whites slogan). When the Guinness advertising campaign was first launched the slogan was “Guinness is good for you”, however this had to be abandoned when the advertising standards board said that the advertisers could not tell people that Guinness was good for them because Guinness is an alcoholic drink and alcohol is actually very bad for you. Guinness then stumbled around for a few years and came up with a few slogans, none of which really stuck.
Eventually, in about 1998 the company responsible for advertising Guinness went round several bars and pubs and discovered that they could base their campaign around the fact that when you pour a pint of Guinness you have to wait for it to settle before you can drink it. They then came up with a slogan based on this and a well-known proverb: “Good things come to those who wait” It was this slogan that formed the basis for the advert I am studying because, just as a surfer has to wait for the perfect wave, you have to wait for the perfect pint of Guinness.

Analysing television adverts