2. Emotional commitment to Advertising
“Attitudes towards advertising in general were fond to influence
the effectiveness of specific ads. (…) It appears that one of the
factors that influences how much attention will be paid to an ad
is the attitude towards advertising in general. (…) Specifically,
those who claimed to like to look at advertising were more
persuaded by advertising.”
Source: Abhilasha Mehta & Scott C. Purvis ; When attitudes towards advertising in
general influence advertising success. (Presented at the 1995 Conference of The
American Academy of Advertising)
Mythos Qualitative Research (May 2012)
3. Emotional commitment to Advertising
Emotional involvement enhances the impact of advertising
Cinema offers a better emotional context for advertising and thus facilitates
advertising impact
Mythos Qualitative Research (May 2012)
5. Research methodology
Qualitative Research (May 2012)
• 4 focus groups of 8 persons each
• 19-35 and 45-65 years
by Mythos Qualitative Research, Johan Decraemer
Mythos Qualitative Research (May 2012)
9. Consumers and advertising
Focus group findings
“Somehow it’s necessary, we’re really aware of that!”
“But those endless replays ...”
“Oops, advertising! ... I’m at once digging myself in!”
Mythos Qualitative Research (May 2012)
10. Consumers and advertising
The negative a priori versus advertising
Consumers live at odds with advertising
They understand that it is necessary but they don’t like it ...
So advertisers must overcome a barrier to reach consumers
Mythos Qualitative Research (May 2012)
12. Umwelt vs Locus of Control
The emotional “Umwelt” is important,
but not the main driver for the impact of advertising ...
It’s about the “locus of control” *
* J.B. Rotter Mythos Qualitative Research (May 2012)
14. Locus of Control
Focus group findings on advertising at home
At home, I’m in charge!
Advertising (eg via television) is an unexpected, and unwanted intruder
Mythos Qualitative Research (May 2012)
15. Locus of Control
Focus group findings on cinema advertising
We’re elsewhere
We’re having a date with “cinema”
Advertising is part of “the ritual” and helps to build the
atmosphere
=> negative attitudes towards advertising are reduced in a
significant way
Mythos Qualitative Research (May 2012)
16. Locus of Control
Focus group findings on cinema advertising
“You know there will be advertising and when it will be there!”
“I’m always on time ... I want to catch the commercials too!”
“No more advertising in cinema. I would regret it!”
Mythos Qualitative Research (May 2012)
20. Emotional perception // at home
Media like television, radio, print are part of a daily/weekly routine.
=> They do not provoke active, but passive energy
I’ve got nothing else to do ...
(also: radio as wallpaper background)
=> and can create a negative mindset
Advertising brings no added value (to watching TV or listening to radio, reading
a newspaper, …)
This emotional perception obviously strengthens the barrier to advertising
Mythos Qualitative Research (May 2012)
22. Emotional perception // of cinema
Going to the movies is a conscious choice
=> It requires active energy
=> Is related to a positive motivation
This emotional perception of cinema reduces the barrier to advertising
Mythos Qualitative Research (May 2012)
23. Emotional perception // of cinema
Focus group findings
“You have to put yourself in the correct mood for an evening of cinema,
you have to choose and take decisions!”
“You’re also looking for a thrill, huh!””
“You’ve put your mind to it, you really want to experience
something in particular!”
“... and you’ve paid for it, huh!””
Mythos Qualitative Research (May 2012)
24. Emotional perception // of cinema
The positive emotional perception of cinema is not new,
but was clearly reconfirmed in the focus groups.
Cinema has always had that “mythical” “Hollywoodian” aspect,
and the addition of the experience technique such as surround
sound or 3D only enhances this positive feeling.
Mythos Qualitative Research (May 2012)
34. About Movies and Ads
Going to the movies ...
... is a ritual of all times
... with a strong internal locus of control
... is a consumer’s conscious choice
... has a low barrier towards advertising
... advertising is an integral part of the cinema experience
Mythos Qualitative Research (May 2012)
35. About Movies and Ads
Cinema has created an environment
where advertising is not an intruder
but an accepted element
in the positive build up of an evening out
Hence, it is lowering the barrier of the negative
a priori versus advertising
and facilitating the advertising impact.
Mythos Qualitative Research (May 2012)
36. And remarkably ...
All focus group members referred to cinema advertising as
“movies” (“filmpjes”)
while they consistently labeled TV advertising
“ads” (“spots”)
Mythos Qualitative Research (May 2012)
