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The Secret of Television's Success: emotional Content or Rational Information?

After Fifty Years the Debate Continues

Robert G. Heath, Horst Stipp
DOI: 10.2501/JAR-51-1-112-123 Published 1 March 2011
Robert G. Heath
School of Management, University of Bath
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Horst Stipp
The ARF
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ABSTRACT

The Journal of Advertising Research has been instrumental in supporting new ideas about how advertising works, no matter how unpopular their implications. In 1971, Herb Krugman presented evidence that television watching was low involvement compared to print. Three years later, Andrew Ehrenberg postulated that repetition—not persuasion—was how advertising influenced most people. Received wisdom, however, still holds that television advertising works persuasively and works best at high attention levels. This article critically examines this assumption, concluding that the continued success of television advertising in building strong brands most likely will depend not on its ability to persuade but on how well it is able to influence emotions at low levels of attention.

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Vol 51 Issue 1 50th Anniversary Supplement

Journal of Advertising Research: 51 (1 50th Anniversary Supplement)
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The Secret of Television's Success: emotional Content or Rational Information?
Robert G. Heath, Horst Stipp
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 112-123; DOI: 10.2501/JAR-51-1-112-123

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The Secret of Television's Success: emotional Content or Rational Information?
Robert G. Heath, Horst Stipp
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 112-123; DOI: 10.2501/JAR-51-1-112-123
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