This document discusses consumer experience with television entertainment and the impact on advertisements. It covers topics such as the evolution of leisure time and how television has impacted leisure activities. It also discusses the psychological appeal of different television programming genres like comedy, drama, reality TV, and their use of techniques like suspense, conflict, and emotional storylines. The document then addresses how advertisements work to change consumer attitudes using techniques like affect transfer and evaluative conditioning. It also examines factors that lead to avoidance of advertisements and some counterstrategies advertisers use like subtle messages, interactive ads, and personalized ads targeted to interests. It concludes by outlining areas for future research such as understanding avoidance reasons, ideal ad and program pairings, and reducing ad clutter.

1. Consumer Experience OF Television Entertainment AND Impact on Advertisements y R A r N K A M a A A

2. Coming up … Leisure and humans The TV ‘Mind’ Psychological Appeal Advertisements Avoidance Counter strategies

3. Leisure and Humans S R U E Time …. “Labor-Free” period Appeal … freedom to choose State … motivated by an activity for its own sake (Neulinger, 1974) I E L Evolution of Leisure ? ? ? ? Roman and Medieval period Post Medieval era Post WW II Invention of TV Homo-erectus Stone Age The ‘Metal’ Ages Industrial Age Present Future Leisure Comfort

5. Improvement in broadcasting technology

6. Increase in varietyTV Penetration Leisure Activities Households with Television Leisure time on an average day Programs or events that were beyond reach, now on fingertips through TV

10. Psychological appeal of TV Programs Disposition theory Favored character harms/disparages the un-favored Disparagement theory -Disposition, put-downs, mishaps, insults and humiliation COMEDY Appeal - Anticipation of a crucial outcome, conflict between a desired and a feared event Excitation Transfer Theory- Arousal during the exposure derives primarily from watching favourable agents in trouble, culminates with joy or sorrow Inherent appeal of the content have sensory appeal (fear, anxiety, etc.) Appeal of variables(drama, conflict, etc.) confounded with content Appeal of post-viewing gratifications VIOLENCE, MAYHEM & HORROR Stories that revolve around personal-problems of key characters Melodramatic experiences for emotional impact Cliffhanging endings for each instalment Para-social interactions SOAP / DRAMA Personalization – The story relates to a particular experience of an individual or group Authenticity – True-stories or live events of non prominent or common people Intimacy - Frontiers between private and public sphere are crossed Emotionality: Emotional reactions and revelation of personal attitudes REALITY TV

13. Congruency between program and ad reduces effect (Feltham and Arnold, 1994)

14. Behavioural aspects

15. Ignoring parts of or the entire message

16. Leaving the room

18. In-congruency between ad and program increases recall

19. ‘U’ shaped recall curve for brands in the ad-clutterInsufficient empirical evidence for avoidance behaviour

20. Some Counter Strategies Sublimal Messages Long Term Tactics Application of humour, sex, shock elements and suspense. Short Term Tactics It is a technique of exposing consumers to product pictures, brand names, or other marketing stimuli without the consumers having conscious awareness . Roadblock commercials – Placement of same ad in all major channels at the same time. Twin commercials – Presenting a commercial message as a split set of two mini-commercials e.g. Energizer bunny ads. Interactive commercials – Commercial message is linked between television and internet. Personalized commercials – Target commercials to viewer’s interests is the use of demographic variables (using data from PVR companies). “Insufficient Evidence on Effectiveness”

21. Future Research Avoidance Understand reasons for avoidance of advertisements Program context Determine ideal pairing of program genre and ad content Ad Clutter Determine sequence of adverts with respect to ad content and program congruity