Magazine article Marketing

OPINION: Marketing Society - TV and the Brain Examines 'Why' Not 'How Many'

Magazine article Marketing

OPINION: Marketing Society - TV and the Brain Examines 'Why' Not 'How Many'

Article excerpt

When you start to see Aristotle in presentations about understanding the impact of TV, you know that something has changed. Television has gone back to basics.

Aristotle believed imagery was the main medium of thought, so in the examination of the basics of human communication and audio-visual images, it was probably not surprising that the ancient Greeks should get a plug.

In Professor Geoffrey Beattie's study 'TV and the Brain' he examined why television, the generator of most audio-visual images, is such a powerful communicator. The results are important to the media and marketing industries for a number of reasons.

The media industry has recently become as interested in why some media messages work better than others, as in how many people those messages reach. Professor Beattie's work has discovered some major evidence in this debate.

The research examined the communication levels generated by the combination of speech and human gesture and the images they create for the recipient in audio-visual form. To isolate the effect of audio-visual images, these were compared with audio and text messages alone. The former worked more effectively on several levels.

Those who believe ITV is investing in a project simply to prove the obvious - that TV works - are clearly out of touch with clients and their agencies.

This is exactly the type of project that ITV should undertake, as should any brand leader.

This is empirical research, which helps to fill an obvious void. …

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