John Condry Cynthia Scheibe
Ads are the best things on TV . . .
Ads are the worst thing on TV . . .
Whether you love them or hate them, commercials are the whole point of television as it has evolved in the United States, and in many other countries as well. As we saw in chapter 1, the basic economic structure of the broadcast media, since the early 1920s, involves the gathering of audiences in order to sell them to an advertiser. In this respect, television is the most successful marketing device ever invented, and the heart and soul of this device is the television commercial.
There are many questions one can ask about TV commercials. Advertisers, for example, are interested in the effectiveness of commercials in promoting a specific product or service. That is, after seeing a commercial, do people remember the product? Do they desire the product? Do they actually buy and consume it? This is what the advertisers have in mind when they talk about the effectiveness of an advertisement. Psychologists, on the other hand, are more interested in the effects____________________