Effect of Commercial Spot Messages with High Communicative Symbols
SummaryText
Abstract*
This project explored the effects of commercial spot messages with high and low communicative symbols ** on children's behavior toward advertisements. Forty boys from the lower classes of an English middle school were randomly assigned to experimental and control groups. Twenty boys from an experimental group watched commercial spot messages with high communicative symbols while twenty boys of control group watched the same spot message with low communicative symbols.
Immediately after exposure to commercial spot messages, an open-ended questionnaire was administered. Content analysis of the responses indicated that the children who watched spot message with high communicative symbols developed positive attitudes toward commercials.
* Abstract originally published in the Abstract Book of Pakistan Psychological Association Annual Conference, 2003.
** Professor Wright introduced the concept of Communicative Symbols which refers to Form and Format of a Television Programme. Communicative Symbols include zoom-in-, zoom-out, sound, music, and spoken words. High communicative symbols mean high tone, zoom-in-etc and low communicative symbols refer to zoom-in.
For the full report please contact Alay Ahmad: alayahmad@hotmail.com
This project explored the effects of commercial spot messages with high and low communicative symbols ** on children's behavior toward advertisements. Forty boys from the lower classes of an English middle school were randomly assigned to experimental and control groups. Twenty boys from an experimental group watched commercial spot messages with high communicative symbols while twenty boys of control group watched the same spot message with low communicative symbols.
Immediately after exposure to commercial spot messages, an open-ended questionnaire was administered. Content analysis of the responses indicated that the children who watched spot message with high communicative symbols developed positive attitudes toward commercials.
* Abstract originally published in the Abstract Book of Pakistan Psychological Association Annual Conference, 2003.
** Professor Wright introduced the concept of Communicative Symbols which refers to Form and Format of a Television Programme. Communicative Symbols include zoom-in-, zoom-out, sound, music, and spoken words. High communicative symbols mean high tone, zoom-in-etc and low communicative symbols refer to zoom-in.
For the full report please contact Alay Ahmad: alayahmad@hotmail.com
Number of Pages
4
Comments
Dear Madam,
Please refer my application for Faculty position at your University .Could you please include above abstract on my active file and submit it to the Members of the Search Committee .
Thanks .
Sincerely ,
Professor Alay Ahmad , PhD
Preston University
PESHAWAR
PAKISTAN
EMAIL alayahmad@hotmail.com
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