The Effects of Programme Context on Memory for Humorous Television Commercials
Journal article, Peer reviewed
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Original versionApplied Cognitive Psychology. 2017, 31 (6), 586-592. 10.1002/acp.3354
This study investigated the effects of programme context on memory for humorous television advertisements in South Korean participants. Humorous and non-humorous Korean advertisements were embedded within two programme contexts; humorous and non-humorous. When the programme ratings of humour, enjoyment and involvement were higher, unaided recall was poorer. In addition, unaided recall of the advertisements was better when they were embedded within a non-humorous programme. However, there was no significant programme advertisement interaction effect. Overall, both free and cued-recall were higher for humorous advertisements than for the non-humorous advertisements. The findings are discussed in terms of cultural differences and changes in television programmes and advertising over time.