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Journal of Cognitive Science
작성일 : 11-01-17 16:16
[Volume 9, Issie 1] (2008) pp. 71 -88
Effects of Structural Factors on TV Commercial Processing
Maki Sakamoto(The University of Electro-Communications), Koichi Yamamoto(Dentsu Communication Institute Inc.), Tetsuya Hayashida(Dentsu Inc.)
Metrics such as understanding of the ad or purchase intent are widely used as a benchmark of effectiveness in TV commercial testing. However, it is quite rare that we are able to clearly understand why the benchmarks scores are high or low. This study investigates how structural variables relating to salience asymmetries in the visual presentation of TV commercials affect the processing of TV commercials. Asymmetries of cognitive salience suggest that brand information, which tends to be non-human, inanimate, and abstract, has difficulty in gaining TV commercial viewers' attention. In this study we seek for effective ways to lead viewers to process brand information within TV commercial. The commercials examined for this purpose are those for products in two cosmetic product categories, namely lipstick and foundation. Based on the hierarchy of cognitive salience we present the hypothetical structural factors which appeal to the reference point ability and effectively lead consumers to process brand information. We tested these hypotheses by psychological experiments. Each commercial was tested among 51 to 54 participants. A total sample of 211 usable questionnaires was obtained. Results suggest that when celebrities are effectively used as a salient reference point accompanied by structural factors that successively shift the attention to brand information, understanding of product benefits is enhanced. An example of such a structural factor that showed significant contribution to understanding of product benefits (p <. 01) was the structural factor The last half of the commercial does not have consecutive cuts showing full views of celebrities.


 
 

Total 48
Articles
[Volume 9, Issie 2] (2008) pp. 193-233
On Idioms: Cornerstones for a Neurological Model of Language Processing
Dieter G. Hillert(University of California, San Diego)
[Volume 9, Issie 1] (2008) pp. 71-88
Effects of Structural Factors on TV Commercial Processing
Maki Sakamoto(The University of Electro-Communications), Koichi Yamamoto(Dentsu Communication Institute Inc.), Tetsuya Hayashida(Dentsu Inc.)
[Volume 9, Issie 1] (2008) pp. 49-69
Grammaticality Judgment of Garden Path Sentences in Persian
Hamideh Marefat and Ali Arabmofrad(University of Tehran)
[Volume 9, Issie 1] (2008) pp. 31-48
Perceptual priming and structural choice in Russian sentence production
Andriy Myachykov(University of Edinburgh) and Russell Tomlin(University of Oregon)
[Volume 9, Issie 1] (2008) pp. 1-30
An Experimental Syntactic Study of Binding of Multiple Anaphors in Korean
Ji-Hye Kim and James Hye Suk Yoon(University of Illinois at Urbana-Champaig)
[Volume 9, Issie 2] (2008) pp. 159-191
Dependency Distance as a Metric of Language Comprehension Difficulty
Haitao Liu(Institute of Applied Linguistics Communication , University of China)
[Volume 9, Issie 2] (2008) pp. 111-157
Assessment Battery for Communication - ABaCo:A new Instrument for the Evaluation of Pragmatic Abilities
Sacco K. , Angeleri R. , Bosco F.M. , Colle L. , Mate D. and Bara B.G. (University of Turin)
[Volume 9, Issie 2] (2008) pp. 89-109
Rediscovering Symbols: The Role of Category Labels in Similarity Judgment
Na-Yung Yu, Takashi Yamauchi, and Jay Schumacher(Department of Psychology, Texas A&M University)
[Volume 10, Issie 1] (2009) pp. 97-112
Non-Factual Before as an Exceptive Construction
Douglas J. Wulf(George Mason University)
[Volume 10, Issie 1] (2009) pp. 53-95
Linguistic and Perceptual Categories in Colour Vision: A Critical Review
David Bimler(Massey University)
[Volume 10, Issie 1] (2009) pp. 41-52
Categorical Perception of Color is Restricted to the Right Visual Field in Korean Speakers Who Maintain Central Fixation
Debi Roberson(University of Essex) and Hyensou Pak(Yeungnam University)
[Volume 10, Issie 1] (2009) pp. 21-40
Unique Hue Judgment in Different Languages: A Comparison of Korean and English
Hyensou Pak(Yeungnam University) and Debi Roberson(University of Essex)
[Volume 10, Issie 1] (2009) pp. 1-20
The Impact of Statistical Distributions of Colours on Colour Category Acquisition
Tony Belpaeme(University of Plymouth) and Joris Bleys(Vrije Universiteit Brusse)
[Volume 10, Issie 2] (2009) pp. 245-278
Comprehension of communicative intentions: The case of figurative language
Francesca M. Bosco(University of Turin, Neuroscience Institute of Turin), Marianna Vallana(University of Turin), and Monica Bucciarelli(University of Turin)
[Volume 10, Issie 2] (2009) pp. 227-244
Numeral Classifiers and Nominal Functional Projections in Korean
So-Young Park(Seoul National University)
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Institute for Cognitive Science
Room 4-404-3, College of Humanity, Seoul National University,
Gwanak-ro 1, Daehak-dong, Gwanak-gu, Seoul 151-742, South Korea
E-Mail: icogsci@snu.ac.kr
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