Intense War News Reduces Ability to Remember Ads
ScienceDaily (Mar. 4, 2010) —
A new study shows that the more graphic and intense war news is, the less likely that viewers -- regardless of political beliefs -- will remember the advertising that follows the news.
However, the researchers did find that
lower-intensity programming resulted in a better recall of the advertising by proponents of the war.
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They surveyed 396 college students in three universities. They were shown five minutes of war programming (specifically war footage in Iraq), followed by two 30-second commercials, and then showed another five minutes of war news and more commercials. All the commercials had been aired during the nightly national news and featured common, name-brand products.
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While
strong intensity did indeed mean that all viewers were less likely to remember the ads, viewers who self-identified as supporting the war when it came to the coverage defined as "less intense" often did remember the advertising. The intensity did not seem to affect the recall of those who defined themselves as against the war.more:
http://www.sciencedaily.com/releases/2010/03/100304121548.htmvia:
http://www.afterdowningstreet.org/node/50565