The general task of this particular experiment was that participants of the experiment either watched a violent, sexually explicit or a neutral TV episode that contained nine specific ads. The main purpose was to gain a better understanding of what types of TV programs have a larger effect on memory.
In this experiment researchers gathered together 328 participants, 165 of which were men, and 163 of which were woman. The researchers immediately tested the participants on whether or not they recalled the brands instantaneously after they viewed it. The experimenters also called the participants the next day to obtain research on whether or not they were still able to recall the advertised brands. The overall results of the experiment came out to be very similar to that of what the researchers predicted. When the participants were ask to recall the commercial message, the researchers found that the people who watched the neutral ads where able to recall the information much easier than the participants who watched both the violence ads and the sexual ads because these two ads affected the participants view from obtaining the commercial message of the ad.
The meaning of the results obtained from this experiment show that televised violence causes an increase in societal violence.
It also concludes that watching more intense ads such as the sexual and violent ads hinder people from gaining an overall understanding and message of the commercial. Another notion that this experiment proves is that a commercial does not necessarily need a lot going on in the ad in order to have people remember their product. Sometimes it can hurt their campaign because the viewer may be distracted by what is going on. The overall idea is that the memory is a critical component in determining how people respond to advertising...