What was the general topic of the article? What did previous research show about

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What was the general topic of the article? What did previous research show about this issue? What was the goal of this particular study? PSTCHOLOGICAL SCIENCE Research Articile Violence and Sex in Television Programs Do Not Sell Products in Advertisements Brad J. Bushman Institute for Social Research, Department of Psycholagy, and Department of Communication Studies, University of Michigan ABSTRACT-Adults (N-336) 18 to S4 years oldww1rhed. I, "emnndy ass med that elnied .ikne and eru t , both siolence peoducts. Although TV pregrams with violence and sex do at- television program containing violence, sex and sex, or no ??olence and ses. Programs were showa ia tract younger viewers, overall try aatrat lewer viewers than ? confortable room (ontaining padded chairs and laty prugra-wthut vinker and (Hard?m, Int Parents snacks. Each progrom contained the same 12 ads. Em Television Council, 2003). The smaller audience size reduces bedding an ad in a program containing violence or sex the pdential impact of an advertisement. This impact would be reduced (a) viecers likelabood of remembering the ad further reduced if TV viewers canmot remember the product ertised brand, (b) their interest in buying that brand, and heing advertised. Resrarch has already shown that televised (e) their läkelihood of selecting a coupon for that brand. violence and ses impair memory for advertised products. A These effects occurred for males and females of all ages, meta-analysis of 16 stadies involving 2,474 participants fouund regardless of whether they liked programs containing i that memnry for advertised beands was 27% lower if ads were olence and sex. These results shoe that violence and sex in embedded in a violent program than if the same ads were em- television programs do not sell products in advertisements. bedded in a nonviolent program (Bushman, 2003; see also Bushman&Phillips;, 23001). Televised sex also may impair maemory for advertised beands (Bushman & Bonacci, 2002). The number one prionity in television is d to transunit quality A plausible cause of this memory impairment is that indi- peogramming le to viewers, but to delives consumers to advertisens viduals have a limited amound of altention to darect toward tele- ?sse programs aang, Nr hagen, & Reeves, 19%). Research suggests that individuals pay anee altention to violent media than to monviolent media (Farnham &Cunler;, 1987: Lang et al. Jeff Sagan ky f rmer CES prigramming chil iquoted in Kim 194, p. 1434 Most network and cable television (verpanies are 100% sup- William-Kmmitzki, & Killer. I ported by ad revense. Advertisers are willing to pay a lot f money for airtime. For example, advertisers paid $2.3 million pay manee allention to sexuul media for a single 30-s ad airing during Super Bowl XXXVIII Suel, eg. Gees, Judice,& Jackson, 1991, Geer & M revenue. Advertisers are willing t" Pay a klof than to nonsexual media Froen an evalutionary perspeetive, this makes sense. Our an- 20%), The pul o( advertasang isto presmi pib or services in an effective manner so individuals will purchase them. Televi sion is an ideal medium to advertise gods or services becau so many people own TV sets, In the United States, there are ighnored violent and sexual eurs. Th more TV sets than there are toilets (American Psychologicalholenl perugrame Association, 1993). Television reaches more of an advertiser's eeslin who paid atintum kident and sexual rues were mer likely to survive and pass on their grnes than were those who TV srta. In the United States, there ar to sesual or programs the less altention they available for the commercials embedeled in these programs potential customers than does any other medium, and adults Exen though commercials occur during breaks in a parugram, spend significantly more time with television than with any other Ticwers may still he devoting cognitive resources to medium (Television Bureau of Advertising, 203). habout the gram that altracted their attention so stragls The sex alseo influence buying indentions and cunsumer behaviors This research is important for theoretical and practical reasons Addres correspondeure to Brad J.Bushman, Institute fur Sorial vious studies because it tested whether televised viodence and Reararch, 426 Thonpon St. Aan Arlr, MI 48106se amail: ma 02

Explanation / Answer

1. This topic explored whether televsion programs with sex and violence had any effect on remebering an advertisement and buying that product. For this prpose the research was done.
2. Previous research has shown that televised violence and sex impair memeory for advertised products. The reason explained is that people have limited attention and they focus on the violent media and do not focus on the advertisements.
3. The goal of this study was: whether embedding an in ad in a program containing violence or sex reduced (a) the likelihood of remembering the advertisement (b) the interest in buying the brand (c) the likelihood for selecting the coupon for the brand.

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