Perceptual prominence and remembering commercials: The influence of background silence as the executional characteristics of radio commercials

Bakarić, Darko. (2005). Perceptual prominence and remembering commercials: The influence of background silence as the executional characteristics of radio commercials. Diploma Thesis. Filozofski fakultet u Zagrebu, UNSPECIFIED. [mentor Maslić Seršić, Darja].

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Abstract

This research tried to examine in the experimental method if the absence of background music as an executional characteristic can make a radio commercial more perceptively prominent. This should result in better remembering of the contents of that message while casually listening to the radio and performing some other activity. In order to do so, a commercial for a nonexistent product was recorded in two versions - with and without background music. The message was inserted into a recording of a music radio show. In one version the message was played without music, and in the other with music. In order to obtain a realistic simulation of a radio show, apart from that message in the recording of the show, commercials for existing products were played too - and selected messages were saturated with music. In order to achieve realistic conditions of listening to a radio show, a secondary task was used. The secondary task varied in difficulty. The difficulty was determined by interfering of the task with the listening according to the MTR theory. 113 students of third classes in two Zagreb secondary schools participated in the research, who were divided into four experimental groups. The experimental groups were determined by the version of the radio show simulation and the difficulty of the secondary task. The experiment was divided into two parts. In the first part the subjects were solving the secondary task and listening to the recording of a music radio show. The instructions given to subjects were manipulated, so they did not know that in the second part of the experiment they would solve the tasks of remembering (recognition and independent reproduction). The results have shown that a) perceptively prominent stimuli are better remembered on the level of recognition while simultaneously performing an easier secondary task, b) perceptual prominence has a positive effect on spontaneous remembering while interfering with a secondary task, c) spontaneous remembering is better while listening and simultaneously performing another activity that does not use the same resources with information coding - according to the multiple resources theory.

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