Effects of program-advertisement congruity and advertisement emotional appeal on memory for health and safety advertisements

摘要

The aim of this study was to examine the memory for health and safety advertisements (HSAs) embedded within a congruent (documentary) or incongruent (sitcom) program.Atotal of 80 participants aged 16-25 years took part.Participants watched either a sitcom or a health-related program with health and safety and "filler" advertisements.After they watched the 30 minute program, they were given free and cued recall measures as well as program evaluation. These showed that the free recall scoreswere generally better for HSAs than filler advertisements across both program types, while the cued recall and advertisement recognition scores were better for filler advertisements than HSAs.Memory scores revealed that the HSAs were better remembered than filler advertisements in an incongruent program environment.Health advertisements are better recalled in non-health-related programs. This supported the interference hypothesis.