Context effects of cognitively involving, entertaining and enjoyable television programmes on two types of advertisements Claire E. Norris, Andrew M. Colman and Paulo A.Aleixo, De Montfort University, UK. This experiment tested the hypothesis that different types of advertisements are differentially affected by surrounding television programme contexts. Ninety participants watched one of three television programmes in which were embedded three favourably rated and persuasive advertisements and three advertisements rated low on favourabiliry and persuasiveness. Participants then responded to a series of questionnaires designed to measure perceptions of the programme and advertisements and memory for the advertisements. Participants' ratings of the progrrtmmes as involving, stimulating, interesting, enjoyable and worth remembering and their ratings of concentration all correlated positively with memory scores and attitudes for the three highly rated advertisements. In contrast, participants' ratings of the programme as fun, funny, amusing, humourous and entertaining· correlated positively and significantly with memory scores for the three poorly rated advertisements. Significant differences were also observed between the free recall scores and attitudes to advertisements for highly rated and low-rated advertisements across the three programmes. The results of this study therefore suggest that the influence of programme context on advertisement effectiveness may be mediated by the type of advertisement. It has been argued that different types of advertisements may be differentially affected by surrounding television programme con- texts (McClung, Park & Sauer, 1985). Advertisemem effectiveness may be influ- enced by a relationship between programme conrext and qualities of advertisements (Feltham & Amold, 1994). Several studies have hypothesised Programme x Advertisement interactions 3 (Feltham & Arnold, 1994; Gardner & Wilhelm, 1987; Goldberg & Gom, 1987; Horn & McEwen, 1977; Kamins, Marks & Skinner, 1991; Murphy, Cunningham & Wi!cox, 1979; Murray, Lastovicka & Smgh, 1992; Rogus & Griswold, 1989) and some (Goldberg & Gom, 1987; Rogus & Griswold, 1989) have refer- enced a mood-congruency theory in explam- ing the results. The mood congruency theory (Bower, 1981) suggests that a programme-