DOCUMENT RESUME ED 258 278 CS 209 128 AUTHOR Thorson, Esther; Friestad, Marian TITLE Recall, Recognition, and Ad Preference as a Function of 18 Properties of TV Commercials. PUB DATE Aug 85 NOTE 33p.; Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (68th, Memphis, TN, August 3-6, 1985). Small print. PUB TYPE Reports - Research/Technical (143) -- Speeches /Conference Papers (150) EDRS PRICE mr01/PCO2 Plus Postage. DESCRIPTORS Advertising; Affective Measures; College Students, *Content Analysis; Higher Education; Language Usage; Organization; *Recall (Psychology); Student Reaction; *Television Commercials; *Television Research; *Television Viewing; Visual Stimuli IDENTIFIERS *Audience Response ABSTRACT A study used 18 television commerical', selected as representative of a variety of executional styles and products, and generated scores for each of them on 18 dimensions of structural variation. In addition, a multivariate analysis was used to examine the relations both among the dimensions and between these dimensions and some common measures of viewer response to commercials (recalling, recognizing, and liking). The 18 variables were organized into four classes: (1) those that measured language structure, (2) those that measured the integration of information in commercials, (3) visual measures of package emphasis and the number of scenes, and (4) measures of the presence of affective or emotional stimuli. Findings showed that the stimulus variables did cluster into factors, demonstrating that selection of commercials as eLemplars on one stimulus dimension can easily bring about confounding with other dimensions. Five pages of references are included. (HOD) ************,!********************************************************** * Reprouuctions supplied by EDRS are the best that can be made * * from the original document. * **1T********i****************************************ft******************