I Can Hear You, but Can I See You? : The Use of Visual Cognition During Exposure to High-Imagery Radio Advertisements  

Oleh:

Bolls, Paul D.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Communication Research vol. 29 no. 5 (Oct. 2002), page 537-563.
Fulltext: Vol. 29, No. 5, page 537-563.pdf (158.21KB)

Isi artikel

This study tested the proposition that high-imagery radio advertisements engage visual cognitive resources. Participants in a within-subjects experiment were exposed to 60-second radio advertisements previously coded as either high- or low-imagery ads. During half of the ads, participants were also presented a series of pictures unrelated to the content of the ads. Dual-task interference between the cognitive tasks of listening to the radio advertisements and viewing the unrelated pictures was found in recognition data for high-imagery ads but not low-imagery ads. This pattern of results indicates listening to high-imagery radio ads competes with visual tasks for cognitive resources. Therefore, it appears listening to high-imagery radio advertisements engages visual cognitive resources despite the fact these advertisements are auditory messages. Implications for theories of communication-evoked mental imagery are discussed.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali