Advances in Consumer Research Volume 18, 1991 &Nbsp;&Nbsp;&Nbsp;&Nbsp; Pages 545-549 the Visual Experience of New and Established Product Commercials

ABSTRACT - This study uses a moment-by-moment copytesting technique to examine the differences between new product and established brand tv commercials from an information theory perspective. Based on a theoretical dichotomy suggested by earlier researchers, two types of visual information were identified in pictures taken from a sample of 41 commercials. P-type information was explicit, product-related content and E-type information was the esthetic, execution-related content. Using the TLK Picture Sort recognition technique, it was found that viewers process more of the E-type information present in established brand ads, while more P-type information was processed by viewers of new product ads.

Citation:

Charles E. Young and Michael Robinson (1991) ,"Advances in Consumer Research Volume 18, 1991 &Nbsp;&Nbsp;&Nbsp;&Nbsp; Pages 545-549 the Visual Experience of New and Established Product Commercials", in NA - Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT : Association for Consumer Research, Pages: 545-549.