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| Author: | Heath, R. G. Nairin, A. C. Bottomley, P. A. |
| Title: | How effective is creativity? Emotive content in TV advertising does not increase attention |
| Journal: | Journal of Advertising Research
2009 : DEC, VOL 49:4, p. 450-463 |
| Index terms: | television advertising advertising effectiveness emotions creativity |
| Language: | eng |
| Abstract: | According to a general belief, emotive creativity increases attention which in turn facilitates communication. Psychology indicates, however, that when we are viewing television, relaxed, we pay less attention to emotive advertisements. This paper presents an eye-movement study that is conducted in a realistic TV-viewing environment. The results reveal that ads with high level of emotive content receive 20 percent less attention. These findings are in line with the idea that viewers do not systematically process television advertising, they process the ads automatically in response to the stimuli they are exposed to. The authors claim that emotive creativity can benefit TV advertisers due to its ability of lowering attention and restraining counter-arguments. |
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