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A Content Analysis of Problem‐Resolution Appeals in Television Commercials
Author(s) -
MARLOWE JULIA,
SELNOW GARY,
BLOSSER LOIS
Publication year - 1989
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1989.tb00242.x
Subject(s) - advertising , resolution (logic) , television advertising , power (physics) , computer science , content (measure theory) , content analysis , multimedia , sociology , business , artificial intelligence , mathematics , mathematical analysis , social science , physics , quantum mechanics
The considerable power of the repeated message leads observational learning theoriests to maintain that television messages have significant impact upon viewers. Television advertisements typically present quick and easy solutions to problems, thus discouraging careful, step‐by‐step decision making. Consumers who come to expect easy solutions may suffer disillusionment if they extend those lessons to more complex problem solving. This study documents the pervasive problem‐resolution format presented in television commercials and draws implications about consumer behavior.