Effects of Violence and Brand Familiarity on Responses to Television Commercials

F Shen

This study investigated the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention.

  

Effects of Violence and Brand Familiarity on Responses to Television Commercials

Fuyuan Shen The Pennsylvania State University

INTRODUCTION

All TV advertising messages appear in programming or editorial contexts. Advertising researchers have in the past found considerable evidence regarding the effects of programming contexts on responses towards advertisements. Those contexts may have significant bearings on how the advertising messages are interpreted or evaluated by the target audience. Over the years, researchers in both the United States and Europe have examined various aspects of television programmes and how they relate to the subsequent consumer responses to commercials. Researchers, for example,...

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