How Does the Medium Affect the Message?.

Dommermuth, William P.

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Peer reviewed

ERIC Number: EJ114067

Record Type: CIJE

Publication Date: 1974

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How Does the Medium Affect the Message?

Dommermuth, William P.

Journalism Quarterly, 51, 3, 441-47, Aut 74

This experimental comparison of the advertising effectiveness of television, movies, radio, and print finds no support for McLuhan's idea that television is a "cool" medium and movies are a "hot" medium. (RB)

Descriptors: Advertising, Communication (Thought Transfer), Higher Education, Information Dissemination, Mass Media, Media Research, Persuasive Discourse, Propaganda, Publicize

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