Literaturnachweis - Detailanzeige
| Autor/in | Clucas, Eric |
|---|---|
| Titel | Digging the Ego State for Communication Data. |
| Quelle | (1993), (15 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Stellungnahme; Advertising; Audience Analysis; Audience Response; Case Studies; Communication Research; Higher Education; Research Methodology |
| Abstract | Advertisers have leaned heavily upon researchers to answer the question of what the advertisers get for the money they spend. Researchers have used a wide variety of methods, including a split cable simulated test market. Wilder Penfield's 1950s research may help other researchers better understand what goes on in the mind of consumers as a result of being exposed to advertising. Applying a mild electric probe to the temporal cortex of the brain, Penfield established that memories are retained in their natural form as ego states (coherent systems in which sensory stimuli are inseparable from what was felt and understood at the time of experiencing the stimuli); and two different ego states can occupy consciousness simultaneously. After some false starts, a researcher was able to have respondents re-live the original unselfconscious advertising experience, which opened up the flood gates to a whole stream of communication information. Such data-gathering techniques do not measure recall (what survives in the memory) but communication--what was actually seen, heard, and read at the time, what this conveyed, and what rational and/or emotive response it evoked. Analysis of a television commercial for a Magnavox television with remote control indicated that, for the audience, the remote control was the symbol of advanced technology, not the push-button controls as expected by the advertiser. To discover what commercial the audience carries away in its head, researchers need to use their own counterpart to Penfield's electric probe. (A four-color chart is included.) (RS) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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