ERIC Number: ED326911
Record Type: RIE
Publication Date: 1990-Aug
Reference Count: N/A
A Study of Information Content in the U.S. Television Commercials: Has It Become Less Informative but More Creative?
Ng, Daniel; Supaporn, Potibut
A study investigated the trend of current U.S. television commercial informativeness by comparing the results with Alan Resnik and Bruce Stern's previous benchmark study conducted in 1977. A systematic random sampling procedure was used to select viewing dates and times of commercials from the three national networks. Ultimately, a total of 550 selected TV commercials, which aired during morning, afternoon, and evening during the week of January 6-14, 1990, were recorded for scrutinizing. Information content for each television advertisement was evaluated by using the evaluative criteria developed by the Resnik and Stern study. Results revealed a dramatic improvement of television informativeness since 1977, while major independent variables affecting informativeness were still broadcast times and dates as well as the product categories. Results also revealed that weekday morning and weekend evening commercials had the highest levels of informativeness. Findings suggest that TV commercials have been substantially improved in terms of informativeness over the past decade. American consumers tend to be more information oriented than in the past, and ads need to provide more information to fulfill their needs for product survival. Five tables of data are included; 18 references are attached. (KEH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertisements; Advertising Effectiveness; Media Characteristics
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (73rd, Minneapolis, MN, August 1-4, 1990).