Attention and Memory for Newspaper Advertisements: Effects of Ad–Editorial Congruency and Location

Simola, Jaana; Kivikangas, Markus; Kuisma, Jarmo; Krause, Christina M.

doi:10.1002/acp.2918

Cited by 55 publications

(43 citation statements)

References 51 publications

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“…As a result, processing the text requires less attention for the overall message to be comprehended. 11 Longer dwell time on the text in incongruent PWLs might also be due to alternating attention between the image and the text in order to produce a complete mental model of the overall message. 32 Independent of condition, smokers focused faster and longer on the image than on the text, suggesting that images in PWLs capture and hold smokers attention.…”

Section: Discussionmentioning

confidence: 99%

“…10 Previous research has shown that ads were recalled better when their semantic content was congruent with the editorial material. [11][12][13][14] However, although one study found that congruency had no effect on attention to the ads, 13 another study 11 found that incongruent ads were viewed longer than congruent ads. Semantic priming, 15 which has been shown to influence processing fluency, 16 has been proposed as a theoretical explanation for memory effects.…”

Section: Introductionmentioning

confidence: 99%

“…19 20 The aim of the current study was to examine whether a congruency-incongruency design feature affects attention and improves immediate and longer-term recall of label content. Based on previous advertising literature, [11][12][13][14] we hypothesised that label content of congruent PWLs would be recalled better than that of incongruent PWLs immediately and 5 days later. Eye tracking was used to better understand how attention is divided between image and text.…”

Section: Introductionmentioning

confidence: 99%

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Effect of message congruency on attention and recall in pictorial health warning labels

et al. 2017

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Objective The nine pictorial health warning labels (PWLs) proposed by the US Food and Drug Administration vary in format and feature of visual and textual information. Congruency is the degree to which visual and textual features reflect a common theme. This characteristic can affect attention and recall of label content. This study investigates the effect of congruency in PWLs on smoker’s attention and recall of label content. Methods 120 daily smokers were randomly assigned to view either congruent or incongruent PWLs, while having their eye movements recorded. Participants were asked to recall label content immediately after exposure and 5 days later. Results Overall, the image was viewed more and recalled better than the text. Smokers in the incongruent condition spent more time focusing on the text than smokers in the congruent condition (p=0.03), but dwell time of the image did not differ. Despite lower dwell time on the text, smokers in the congruent condition were more likely to correctly recall it on day 1 (p=0.02) and the risk message of the PWLs on both day 1 (p=0.01) and day 5 (p=0.006) than smokers in the incongruent condition. Conclusions This study identifies an important design feature of PWLs and demonstrates objective differences in how smokers process PWLs. Our results suggest that message congruency between visual and textual information is beneficial to recall of label content. Moreover, images captured and held smokers’ attention better than the text.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Effect of message congruency on attention and recall in pictorial health warning labels

et al. 2017

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“…Embedding an ad into a thematically congruent programme could also foster a semantic prime of the programme content in processing the ad. This prime could act as a facilitator, increasing the accessibility of the primed content, in this case the ad, and facilitate its processing (Simola, Kivikangas, Kuisma, & Krause, 2013). The use of the editorial context or other ads as a semantic prime has been shown to produce better memory for thematically congruent ads (Finlay, Marmurek, & Morton, 2005;Simola, et al, 2013), to improve ad attitude and brand evaluations (Shen & Chen, 2007) and also to improve brand attitudes and purchase intentions (Shen & Chen, 2007;Yi, 1990aYi, , 1990bYi, , 1993.…”

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confidence: 99%

The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Martín-Luengo

Luna

Migueles

2013

Memory

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We examined the effects of the thematic congruence between ads and the programme in which they are embedded. We also studied the typicality of the to-be-remembered information (high- and low-typicality elements), and the effect of divided attention in the memory for radio ad contents. Participants listened to four radio programmes with thematically congruent and incongruent ads embedded, and completed a true/false recognition test indicating the level of confidence in their answer. Half of the sample performed an additional task (divided attention group) while listening to the radio excerpts. In general, recognition memory was better for incongruent ads and low-typicality statements. Confidence in hits was higher in the undivided attention group, although there were no differences in performance. Our results suggest that the widespread idea of embedding ads into thematic-congruent programmes negatively affects memory for ads. In addition, low-typicality features that are usually highlighted by advertisers were better remembered than typical contents. Finally, metamemory evaluations were influenced by the inference that memory should be worse if we do several things at the same time.

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“…Appropriately, Simola et al (2013) stated that "the same ad… can have different effects depending upon the context in which the ad appears. "…”

Section: Frequency Of Word Playmentioning

confidence: 99%

A comparison of wordplay and the innovation of words in the context of house advertising

Wischmeyer¹

2016

RCBR

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Humorous aspects in the field of house advertising and hyper advertising exhibit cumulative linguistic phenomena, though only minor scientific studies have been conducted in the area of business to consumer relationships. This paper sheds light on an unexplored subject by examining the frequency of wordplay and the creation of words published by French advertising agencies. It explains wordplay using the example of homophony and the creation of words through the innovation of words. The analysis of such linguistic phenomena allows for conclusions about how words contribute to strengthening brand value. A significant number of the examined advertisements exhibit humour. Hence, the study also takes into account the impact humour might have on the reader and viewer and how more effective advertising can be designed. The study found that wordplay strengthens the brand value to a greater extent than the creation of words and that humour is employed in a test-in-process manner that leads to more choices of linguistic phenomena.

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Attention and Memory for Newspaper Advertisements: Effects of Ad–Editorial Congruency and Location

Cited by 55 publications

References 51 publications

Effect of message congruency on attention and recall in pictorial health warning labels

Effect of message congruency on attention and recall in pictorial health warning labels

The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

A comparison of wordplay and the innovation of words in the context of house advertising

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