Now Playing: Information Processing of Cues Used in Motion Picture Advertising
Motion picture advertisements often include cues referencing previous top-grossing films, such as "From the makers of Cast Away," in efforts to boost viewing intention. However, previous research has suggested that the "makers" of films, such as the directors, writers, and produc...
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| Format: | Others |
| Language: | English English |
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Florida State University
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| Online Access: | http://purl.flvc.org/fsu/fd/FSU_migr_etd-1735 |
| Summary: | Motion picture advertisements often include cues referencing previous top-grossing films, such as "From the makers of Cast Away," in efforts to boost viewing intention. However, previous research has suggested that the "makers" of films, such as the directors, writers, and producers are not influential in increasing viewer intention to see a film. The following study investigated the use of these cues in motion picture advertising, using the Elaboration Likelihood Model to determine if and under what circumstances these cues are being processed by consumers. Results suggest those consumers who are more involved with movies are not necessarily more likely to centrally process cues referencing previous top grossing movies. Additionally, in this study the inclusion of such cues had no effect on viewing intention of the film or on liking of the film advertisement. Liking of genre was revealed to be an accurate predictor of viewing intention and liking of the advertisement. === A Thesis Submitted to the Department of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science. === Spring Semester, 2005. === April 4, 2005. === motion picture, film, elaboration likelihood model, heuristic-systematic model, advertising, viewing intention === Includes bibliographical references. === Arthur Raney, Professor Directing Thesis; Laura Arpan, Committee Member; Barry Sapolsky, Committee Member. |
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