REVIEW OF LITERATURE

Callcott Margare (1994): This study employed content analysis to examine animation and
animated spokes-characters in television advertising. The majority of spokes-characters observed
in this study were humans, animal personifications, or product personifications. Characters were
more likely to speak for the product than provide visual demonstration although they did both in
more than half the cases. There were far more non-celebrity than celebrity spokes-characters, and
a large majority of them were male. Significant differences were found in the use of animation
across, program types, product classes and product categories. Although no increase was evident
in the use of animation since the last study was completed, there was evidence to suggest that the
role of animation has been changing in the past decade. Findings indicate that animated spokes-
characters are being used more often to present high involvement products to adult audiences.

This paper presents a content analysis of animated characters in television advertising. The
purpose of this study is to document the use of animated spokes-characters across a variety of
program audiences and consumer products. It extends previous research on animation by
monitoring a wide variety of broadcast and cable channels in order to represent a broad viewing
audience. In addition, more emphasis is placed on advertising spokes-character description and
behavior.

Amna Kirmani (1991): This paper provides a summary of a special topic session organized to
address how consumers' responses can vary as a function of advertising context. The papers
presented in this session provide theoretical frameworks that can be useful for investigating the
processes in which affective and cognitive ad context influence consumers' responses to
advertisements of durable goods. The theoretical and practical implications of advertising
context effects are also discussed. Many advertisements do not occur in a vacuum, but rather
appear simultaneously with other materials such as programs on TV, articles in magazines, ads
for other products, and station identifications. Such materials within which ads are embedded are
usually referred to as advertising context. Advertising context can vary to a great extent, and an
important decision is selecting an appropriate context for advertisements. In this regard, a key
question should be considered: What are the influences of advertising context on consumers'
responses towards durable goods. (e.g., brand recall, attitudes toward the ad or brand, purchase
intentions). This question seems very important for an understanding of advertising
effectiveness, given the wide variety of advertising context.
Douglas M. Stayman, Cornell University (1993):

This paper discusses the impact which the affect due to surrounding content can have on the
effectiveness of advertising. The paper discusses two primary effects which have been identified.
The first effect is the effect of context on the affective responses to advertising. Research
suggests that the affective state which a viewer is in before a commercial starts can have
predictable and substantial effects on the affective response of the viewer to the commercial.
Research on the effect of programming (for television) content is first reviewed which suggests
that the affective tone of programming can 'carry-over' to advertising. Second, work is reviewed
that suggests that the advertising which precedes a commercial can have a contrast effect on the
affective responses, inflating responses to commercials for which the affective appeal is different
from those of preceding commercials. Such effects of context on affective responses have been
shown to influence such outcome measures as ad recall, ad attitudes, and brand attitude change.

Finally, the paper concludes by combining these two areas in a discussion of affective context in
differentially affecting informational versus emotional appeals. Implications for both additional
theoretical works necessary as well as practitioner usefulness of the reviewed findings are made.

Helen M. Anderson (1963): This research examines the impact of contextual factors on
affective responses to advertising. The contextual influence is operationalized as the emotional
reaction to the television program in which the ad is embedded. Ad responses include affective
reactions, involvement, and attitudes.

A conceptual model of change in emotional response due to context is developed by integrating a

theory of adaptive response with a theory for the structure of emotions. In adaptation level theory
(Helson 1964), perception of a stimulus is argued to be a function of the distance between a
stimulus and the current reference point. Close stimuli are assimilated, or perceived to be more
like the reference than objective measures of distance would indicate. Distant stimuli are
contrasted, or perceived to be less like the reference.

Shaver, Schwartz, Kirson, and O'Connor (1987) posit a theory for the structure of emotions
which incorporates a dimension of distance between emotion types. Thus, by integrating Shaver
et al.'s work with that of Helson, predictions are generated for when the perception of emotions
in the ad may be contrasted or assimilated based on emotion engendered by the television
program. For example, predictions may be made as to when a given ad may be seen as more or
less joyful.

Initial findings from a laboratory experiment indicate that reactions to the ad.are affected by the
programming context. These results are argued to have interesting managerial implications with
regard to ad design and media placement. In addition, findings hold important implications for
future research on assessing emotional reactions to advertising stimuli, especially in terms of
research design and measurement.

Kevin Lane Keller (1973): The basic proposition of this paper is that people seldom evaluate
ads in a vacuum; they judge the merits of an ad relative to some standard or context. The context
may be explicit, or externally imposed (e.g., from other ads in the environment); or it may be
implicit, or internally generated from memory (e.g., from other product class ads stored in
memory). The context that is examined in this paper is that of other ads in the environment.

This study investigates that the context effects on both memory for and evaluations of a target
advertisements. The study proposes that the target ads may be either assimilated or contrasted
with competing ads. Several factors may moderate this process, leading to either assimilation or
contrast: 1) adjacency (whether adjacent ads are from the same product class as the target ad); 2)
valence of competing ads (whether the surrounding ads are judged as good or bad); and 3)
position (whether the competing ads precede or follow the target ad). The study hypothesizes
that people may use adjacent preceding ads as an anchor, and assimilates or contrasts the target
ad with their evaluation of the prior advertisement. The study expects interference effects to be
stronger with adjacent ads in the same product class. The study present evidences from an
experiment which looks at these variables in the context of TV advertising. The study measures
ad and brand recall, as well as ad and brand attitudes.

AUDITS & SURVEYS FOR LOOK - CONSUMER INTEREST AND

ADVERTISING RETENTION in 1980
A study to determine how long an advertising impression lasts, how it is affected
by repeat reading and by winter vs. summer issues.
MICHAEL AND ARNON- reported that recall of advertisements is widely used as
of advertising effectiveness. It seems that recall of advertisement is a
necessary condition for the change in attitude and behavior. Advertisers
hypothesize that if the purpose of advertisements is to sell, then the best
advertisements are those that produce the greater memory impression.
THE EFFECTIVENESS OF PRE-RELEASE ADVERTISING FOR MOTION
PICTURES BY ANITA ELBERTSE AND BHARAT ANAND HARVARD
BUSINESS SCHOOL in 2007
Conclusion of the research are:-
(1) Advertising significantly affects the updating of market-wide
expectations prior to release
(2) this effect is stronger the higher the product quality. This latter finding
suggests that advertising plays an informative, and not simply a persuasive, role.

RESEARCH ON AUTHENTICITY OVER EXAGGERATION: THE NEW RULE

OF ADVERTISING in 2007

Advertisers thought technology was their friend in identifying and creating new
customers. Funny thing happened along the way, though: Now consumers are
using the Internet to blunt traditional commercial messages. Time for companies
to rethink their strategy, says HBS professor John A. Deighton.