• Choose a category
• All
• Classic-Fiction

Another lab experiment examined comprehension for simple messages by comparing exactly the same content when delivered by audiovisual (TV), audio only (the audio portion of the TV material), or print only (the typed script). The material was taken from actual 30-second TV commercials and 30-second segments from actual TV news shown on major TV channels. The subjects’ miscomprehension of the ads was 25 percent higher for audiovisual than print. Miscomprehension was also higher when news was shown on TV rather than in print. When time was not restricted, the miscomprehension rate for print was 42 percent lower than that for TV (Jacoby, Hoyer, and Zimmer 1983).

An independent series of 15 lab experiments was conducted on print versus audiovisual versus audio-only messages. Print was always superior in terms of recall and comprehension, especially for complex material. The findings held up across gender, ages, and student subjects versus nonstudents. When the content was difficult, audio-only was superior to audiovisual; for simple content, audiovisual was superior (Furnham, Gunter, and Green 1990).

Here is an example of the type of laboratory experiment referred to in the preceding paragraph. Three actual TV commercials that averaged about 26 seconds and 50 words were shown to 69 subjects. They were for microwave ovens by Sanyo, Hitachi, or Telfal. Each subject saw each of the ads, but the media varied; a TV commercial, or a sound-only version, or a print version of each. The time was held constant for each of the media. Immediately after seeing the ads, the subjects answered questions about each ad. The print version led to the highest comprehension (Furnham, Benson, and Gunter 1987).

While the Internet continues to gain in popularity for advertising, a review of over 40 studies found that most people prefer to read hard copy rather than computer screens. Reading from monitors was about 25 percent slower than for hard copy, and recall was lower (Jones, Pentecost, and Requena 2005). This will change as contrast and clarity of typeface improve.

Given the above evidence, advertisers should rely on still media when dealing with strong arguments for high-involvement products, especially when there is news. When the news is complex, the Internet is especially relevant. Motion and sound are relevant when these conditions do not apply—and when emotion is important.

9. Still media

The principles in this section are relevant to advertising in many types of still media: these include magazines, newspapers, brochures, direct mail, posters, point-of-purchase, banners, packaging, package inserts, and billboards. And of course, they apply to the Internet.

The first print ad appeared in the 15th century, and the first handbill (flyer) in the 17th century. An explosion of print advertising continued over the next century; Hogarth, a famous painter, was one of the leading promoters. Here is an example of these ads, many of which were direct and informative: “Richard Fanson, Woolen Draper/The North Side of St. Paul’s Churchyard, London/Sells all sorts of Woolen Drapery Goods/Wholesale and Retail at the Lowest Prices.”

In the late 1800s and early 1900s, advertisers experimented with different approaches to print advertising, and tracked the results. This led to gains in knowledge about effective advertising.

Before launching into the principles associated with still media, consider this headline for a full-page advertisement that appeared in the December 19, 2004 edition of the New York Times. The headline is laid out as published, only it had dark gray print on a light gray background. How many mistakes can you find?

BUYING A GIFT FOR A DESIGN AND ENGINEERING AWARDS JUDGE? WE KNOW WHAT THEY’D LIKE.

This headline violates or ignores many principles, including three from section 9 alone. (My list is provided at the end of this chapter.)

The following still media principles are discussed in this section:

9.1. Headline

9.2. Pictures

9.3. Text

9.4. Structure