Application of selective attention theory to television advertising displays

Abstract

Investigated whether selective attention limits cognitive assimilation of informative audiovisual advertisements. 65 undergraduates were randomly assigned to 5 treatment groups. Individually, Ss in each group were shown videotape treatment commercials varying in juxtapositioning of different levels of audio and video information. Results show that if audio (video) information was presented without background video (audio), more audio (video) was recalled than if the audio (video) appeared simultaneously with high or low information content video (audio) that was compatible with the audio (video) script with respect to content. (18 ref) (PsycInfo Database Record (c) 2025 APA, all rights reserved)