Advertisements in violent programming appear to have decreased effectiveness

http://www.eurekalert.org/pub_releases/2015-07/apa-dsa072015.php

Public Release: 21-Jul-2015
American Psychological Association

Advertisers hoping to sway consumers might want to rethink running spots within media with violent or sexual themes, and might do better if the ads themselves have a G-rating, according to a study published by the American Psychological Association. Instead, violent and sexual media content may impair advertising's effectiveness and ultimately deter purchasing, the research found.

"We found almost no evidence that violent and sexual programs and ads increased advertising effectiveness," said Brad J. Bushman, PhD, professor of communication and psychology at The Ohio State University, and a co-author on the study, which appeared in the journal Psychological Bulletin. "In general, we found violent and sexual programs, and ads with violent or sexual content decreased advertising effectiveness."

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The researchers found that violence appeared to have the greatest influence, but in a negative way. Brands advertised during commercial breaks in violent media were remembered less often, evaluated less favorably, and less likely to be purchased than brands advertised in nonviolent media.

Sexual content had a little influence, but not as much. Brands advertised during commercial breaks in media with sexual overtones were viewed less favorably than those advertised in media with no sexual content, but there was little difference in viewers' brand memory or intention to buy.

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"It's not that people aren't attracted to sex and violence," said Lull. "On the contrary, people have been attracted to sex and violence since evolutionary times, when attending to violent cues prevented our ancestors from being killed by enemies or predators and paying attention to sexual cues attuned our ancestors to potential reproductive opportunities."

However, while violence and sex attract attention, it's at the expense of surrounding content that is neither violent nor sexual, according to Lull. People pay more attention to the violence and the sex surrounding ads, both in programs and the ads themselves, than to the actual products being advertised. Consequently, memory, attitudes and buying intentions all decrease, he said.

"Our findings have tremendous applied significance, especially for advertisers," said Bushman. "Sex and violence do not sell, and in fact they may even backfire by impairing memory, attitudes and buying intentions for advertised products. Thus, advertisers should think twice about sponsoring violent and sexual programs, and about using violent and sexual themes in their ads."


tags: influence