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ERIC Number: ED309497
Record Type: Non-Journal
Publication Date: 1989-Mar
Pages: 13
Abstractor: N/A
Reference Count: N/A
The Creative Evolution of the 15-Second Television Commercial: Creative Structure and Impact upon the Shorter Message Format.
Asahina, Roberta R.
A two-fold statistical analysis examined the creative development of the 15-second television commercial, providing a follow-up to a similar study conducted in 1986. Study 1 of the present analysis examined 335 actual 15-second spots extracted from 30 hours of network daytime and primetime programming in the fourth and first quarters of 1988-1989. Each spot was analyzed for product category, message objective, creative format, and structure. Results indicated that food products and fast food chains, personal care and cosmetics, and over-the-counter medicines are the products most used in 15-second commercials. In study 2, a 17-item questionnaire solicited the executive opinions of 300 major advertising agencies' creative directors who write and produce 15-second spots. The overall consensus of creative directors is that production technique is second to the creative idea. Directors indicated that package goods are best suited for 15-second commercials, followed by automobiles and beverages. Findings provide insights to the creative evolution of the 15-second television commercial and the impact of the shorter time frame upon creative development and production. (Nine tables of data are included; 22 references are attached.) (MG)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A