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- Title
Memories, Anticipation and Self-Talk: A Cultural Study of the Inward Experience of Television Advertising.
- Authors
Alperstein, Neil
- Abstract
This article provides descriptive accounts the inner experience of viewers of television commercials. As leisure activity, viewing television provides a forum in which the viewer can rework the content. Clearly such inward activity takes place only some of the time and advertising research has traditionally been primarily concerned with measures of comprehension. Advertisers have provided a frame for viewing television advertising. A marketing orientation suggests rituals trigger an immediate behavioral response. Advertisers expect viewers to be entertained by clever jingles, attracted by a celebrity spokesperson or informed of the uniqueness of a product and its associated benefits. This assumes that the individual is looking to be entertained and informed and proceeds through a mapped out pattern of interaction. Advertisers consciously use signs to create a shared reality. It is the product symbols as well as social roles depicted in commercials that help to define that reality. Communication media play a role by reassuring the viewers that things are as they seem. One of the ways to achieve reassurance of through attention to commercials and perhaps connecting that content to something relevant in the viewer's life. An ancillary mechanism to help maintain that reality is through conversation.
- Subjects
TELEVISION advertising; TELEVISION viewers; ADVERTISERS; ADVERTISING; TELEVISION broadcasting
- Publication
Journal of Popular Culture, 1994, Vol 28, Issue 1, p209
- ISSN
1540-5931
- Publication type
Article
- DOI
10.1111/j.0022-3840.1994.2801_209.x