Advances in Consumer Research Volume 15, 1988 Pages 174-177 MODALITY EFFECTS IN TELEVISION ADVERTISING: A METHODOLOGY FOR ISOLATING MESSAGE STRUCTURE FROM MESSAGE CONTENT EFFECTS Wendy Bryce, Western Washington University Thomas J. Olney, Western Washington University ABSTRACT - Research on modality effects has rarely examined how processing of visual and verbal message components may be affected by the amount of meaning congruence between the pictures and the words used in an advertisement. we go out. . By. Students (N = 147) viewed pictures on the development of tornados, which were accompanied by either spoken or written explanations presented simultaneously with, before, or after the pictures. The audio and video tracks for each commercial (three) were taped separately, so that subjects could be exposed to each modality alone. This is one of my favorite out of home advertisements. That means OTTO can show off beautiful rooms and comfortable-looking beds in its advertisements. Take the time to celebrate your own employees, the people behind your wonderful products. Additional data on perceived similarity of claims across modalities was then collected and analyzed. Two new summary variables were created for each ad, by computing the average of the means for the four "similar" variables and the average of the means for the two "dissimilar" variables. 82. is the likelihood for items to be recalled correctly if relayed orally rather than visually. It resulted in hilarityand probably a lot of Whopper purchases. Modal verbs give the reader information about the degree of obligation or certainty involved in the action. Be brutally simpleand glorify that simplicity. The persuasion in this ad isnt very nuanced: The ad shows you exactly how to use the app and how much money youll save. Analysis of the data yielded four commercials that met all of the aforementioned criteria: Sauce'n Savour baking/barbeque sauce, Neo Citran cold medicine, Black Magic boxed candy and Catelli spaghetti sauce. The text attempted to faithfully incorporate not only the ideas expressed by subjects re each slide, but the language style and vocabulary as well. Most importantly, though, Curio tells you upfront why you need this app: Youll immediately become the most interesting person in the room. Show them that. The high level of detail in this high modality image successfully conveys the social relationship between the two people. have no essentials, {{ firstName }} By using techniques similar to Murdock's free recall paradigm, plus the addition of varied amounts of distraction time (filled with counting backwards), Glenberg showed that the modality effect is not affected by a disruptive task and therefore is theoretically not restricted to short term memory. The terms audio and visual are used to refer to spoken words and pictures, respectively.]. Each commercial (video only) was then shown to a different subset of the prospective subject population, followed by the slide presentation representing sequential "snapshots" of the visual scenes depicted in the actual commercial. Low modality shows less certainty; obligation; probability; importance; frequency; extent; intensity; confidence or emphasis. For further unpacking of these see the examples in the verb overview. A correlated t-test was used because all data were within subject data. People communicate in different ways, so it is important to be aware of the different modes used in communication to fully understand the meanings that are being conveyed. A one-tailed test was used because the alternative hypothesis (H1) states that the average of the means for the four similar variables should be less than that for the two dissimilar variables, given that l=very similar and 5=not at all similar. Typically, studies find these to be seven digits, six letters and five words. This was necessary so that in those experimental conditions conveying only visual information there would be some accompanying sound. From this pool of commercials were selected those that met the technical criteria of voice-over audio, few people, etc.. Mitchell, A.A. and J.C. Olson (1981), "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Altitude?," Journal of Marketing Research, 18(August), 318-332. We looked far and wide across all of these mediums for the best examples of persuasive ads, and we rounded up 13 ads that are exceptionally persuasive. Houston (1984), "Conditions for a Picture Superiority Effect on Consumer Memory," Journal of Consumer Research, 11(2), 643454. Now, you dont even have to open an email to get a condensed version of the news! In general, all four ads were perceived as somewhat interesting, attention-getting, likeable, and not very confusing. Two food-related ads? This effect was seen to be slightly larger when the items for study were presented more rapidly. The answers will be quite individual. High modality is used to convince someone to do or believe something. Information about working in or operating early childhood education services including outside school hours care. Unfortunately, the copy developed ran to 140-150 words per ad, while a typical 30 second commercial may have 90-110 words. It persuades you that having an HP computer means that youre safe and sound being completely yourself. Mary is a content writer/strategist at Starry, Inc. and an enthusiast of all things Internet. WordStream by LOCALiQ is your go-to source for data and insights in the world of digital marketing. Description [ edit] Modality can refer to a number of characteristics of the presented study material. When working with each text, discuss with students the purpose and intended audience of the text. Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product. Streeteasy used the "Find your . However, no attempt was made to control for differences on these variables since the focus of the research was on learning and persuasion differences across modality conditions (audio, visual), within each commercial. Analysis of the data yielded four commercials that met all of the aforementioned criteria: Sauce'n Savour baking/barbeque sauce, Neo Citran cold medicine, Black Magic boxed candy and Catelli spaghetti sauce. (19071), Imagery and Verbal Processes, New York: Holt, Rinehart & Winston. She may want to check the results. Similar to daily newsletters, Curio is an audio-journalism app that is also trying to make your life easier. Step 6: Final Version of Audio and Visual Messages Lastly, it was necessary to further edit the audio and visual messages so that in the combined audio-visual condition (included in a second study not reported here) the timing of the audio statements and visual scenes coincided. When they finish, groups read out their rules and the others guess the place. ABSTRACT Post-activation potentiation (PAP) is the acute enhancement of contractile properties following a brief (<10 s) high-intensity contraction. The television commercials for these brands were obtained from existing film footage. Subjects were allowed to view each slide for three minutes, during which time they were asked to write down everything that was happening in each slide, including their interpretation of what the manufacturer was trying to tell them about the product. Everyone loves sleep. He convinces you that all the posh food and sauces are nothing without his backpack-based Heinz. MEANS AND ANALYSIS OF VARIANCE RESULTS FOR THE EFFECTS OF MESSAGE CHANNEL ON RECOGNITION AND RECALL. The instructions and procedure were identical to step 2 above, except that subjects were given the additional information/incentive that the manufacturer was interested in converting each television commercial to a radio commercial, while still communicating the same message to the audience. This one is just doing double duty. Subsequently, primary data were collected on the remaining set to determine which commercials met the other selection criteria. Again, no significant differences were found for ease of understanding (largest t = 1.47, p < .10), believability (largest t = 1.84, p < .07), or for any of the product attributes. A check on the validity of proceeding in this fashion was made using one-way analyses of variance and a posteriori contrasts (Tukey) to compare the four commercials on each of the attributes mentioned above. The HO of no difference was rejected in each of the three tests for the three ads (smallest t=3.855, pc.001; see Table 1). Bennet Murdock used a basic free recall paradigm, with different types of lists, mixing auditorally and visually presented words. Only by controlling for message content can processing differences be attributed to differences in message modality. Glenberg[9] showed that the modality effect is also prevalent in long term memory, showing that to-be-remembered word pairs that are separated by distractor activity are better recalled if presented auditorally vs. visually. Wendy Bryce and Thomas J. Olney (1988) ,"Modality Effects in Television Advertising: a Methodology For Isolating Message Structure From Message Content Effects", in NA - Advances in Consumer Research Volume 15, eds. However, few studies have applied these findings to advertising messages; fewer still have examined picture-word differences on memory within the television medium. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. Pro tip: Find an influencer thats more niche. Yes, I know in the beginning I said no branding in true persuasive ads. Fear might not always be the best angle for every brand, but for fashion marketingor if youre selling, say, bear macethis is right up your alley. Each message was thirty seconds in length. Rate of presentation was similar to that of typical television commercials: 34 words/second and 30 frames/second for each commercial. (point to CERTAIN) We'll go out. The ads were embedded in twenty minutes of program material and a cover story was used to induce a "low involvement" message processing strategy. Only one commercial (Black Magic) had to be altered at this stage (to eliminate a white rose dissolve that elicited multiple interpretations). Requests for commercials meeting these criteria were made to various packaged goods marketers and advertising agencies. If your product is cheaper than other options out there, youre in luck. The findings are -suggestive of the need for further research into the nature of modality synergies inherent in television advertising. The modality effect is a term used in experimental psychology, most often in the fields dealing with memory and learning, to refer to how learner performance depends on the presentation mode of studied items. Step 5: Further Tests for Content Redundancy As a final check on content redundancy, another group of subjects (28) received both) the audio and visual tracks of the three commercials and were asked to rate the similarity of copy points conveyed by each modality. Those visual scenes from each commercial that conveyed too many messages or conveyed strikingly different messages to different individuals were then eliminated (if they did not interfere with message comprehension) or modified (if they illustrated important copy claims). We pay respect to Elders past and present as ongoing teachers of knowledge, songlines and stories. Make your audience yearn for that feeling. If youre advertising a product, this technique is powerful. A Chi-squared test of homogeneity (Kruskal-Wallis One- Way ANOVA) was used to test for significant differences in the number of messages conveyed by each modality. : Erlbaum. Only by controlling for or manipulating message content can treatment effects be attributed to differences in modality. The results he obtained showed that modality improved recency but did not affect recall for the pre-recency items. LOCALiQ provides the platform, technology, and services you need to reach your biggest goals. Thats the simple, effective appeal here. A few years ago, Burger King quietly waged a war by promoting peoples tweets complaining about Wendys. Define problem.. Like Streeteasy, OTTO is advertising a place to live. fect / ifekt/ n. 1. a change that is a result or consequence of an action or other cause: the lethal effects of hard drugs. Paivio, A. Duplicate this persuasive ad by showing your audience your products soft, lazy side that just wants to watch Netflix all day. Baggett, P. and A. Ehrenfeucht (1982), "Information in Content Equivalent Movie and Text Stories," Discourse Processes, 5, 73-99. A correlated t-test was performed to test for differences in similarity between the four attributes for each ad hypothesized to be perceived as similar across modalities and the two attributes hypothesized to be perceived as dissimilar across modalities. It compared single channel visual-only messages with content redundant audio-only messages on measures of learning and ad/brand evaluation. At this point time compression of the audio was considered. We strive to ensure every Aboriginal and Torres Strait Islander learner in NSW achieves their potential through education. Certain message elements remained the same in all treatment conditions, across all commercials: (1) the manufacturer's name was mentioned in the audio component of the ad, once in the first five seconds and again in the last five seconds; (2) the package shot, with the brand name, was shown in the visual component of the ad - - once each at the beginning and closing of the ad, and several times in the middle; and (3) temporal position of the brand name mentions coincided with that of the visual package/brand name shots. Using these commercial stimuli, findings from an experiment designed to examine the effects of modality on memory are then described. (19071), Imagery and Verbal Processes, New York: Holt, Rinehart & Winston. There are two ways to replace modality. {{ lastName }}, Selective high schools and opportunity classes, Attendance matters resources for schools, Parents and carers Campaigns and initiatives, Office 365 Multi-Factor Authentication Settings, Identifying and using a range of conjunctions and connectives, Simple sentences: adverbial and adjectival phrases, Centre for Education Statistics and Evaluation. It appeared, upon questioning some of the subjects, that the claim "available in two formulas" did not come across clearly in the visual message, while the claim "effective against all cold symptoms" was not clearly communicated in the audio message. Effects of hearing aid use on speech discrimination and listening effort. Approximately 50 subjects participated in each of the four presentations. You can simply listen to it on your commute (NPR, youve got competition). All subjects were asked to indicate the major copy points being conveyed by 30 second audio or visual messages. Content redundancy was operationalized based on subject ratings of the similarity of the information content in audio and visual messages, which required wanting new audio copy and modifying the existing visuals. Thomas J. Olney, Western Washington University, NA - Advances in Consumer Research Volume 15 | 1988, Marat Bakpayev, University of Minnesota Duluth, USA Students are paired. High degree of modality, e.g. Childers, T.L and MJ. to take responsibility Use of modality in conclusion . Remember the persuasive essay assignments from school? Brag about who trusts your product to persuade more people to trust it. Ed Sheeran charming, and he narrates the commercial as though its a pitch. and R. Staelin (1983), "The Information Processing of Pictures in Print Advertisements,' Journal of Consumer Research, 10(June), 45-61. 9(1), 27-59. SOCIAL DISTANCE : Erlbaum. Several terms have been used to refer to the modality effect on recency. Logical, right? This ad is specifically targeting the fact that you can flip a switch and turn your computers camera off (no need for those tiny, attachable shades anymore), which means you can be anywhere with your computer but no one can see you. The engagement system consists of two subdomains: monogloss and heterogloss, depending on whether the discourse allows for perspectives and opinions other than its own, including expressions of modality (Narrog, 2012).The graduation domain deals with the gradability of evaluations, realized either through force (the raising or lowering of gradable items in terms of their amount or intensity . loading essentials, You Use the following modals. Im a big fan of the line, Wherever you join us, The Palm will always feel like home. The Palm has three locations in New York (and one in JFK airport). Although all of the F values and some of the contrasts were found to be significant at at least the .05 level, the means indicate that these differences were not extreme, i.e., all of the means fell somewhere between 2.4 and 3.9 on a 5- point scale. Therefore, be sure to refer to those guidelines when editing your bibliography or works cited list. Have you ever gotten home after a long day and were delightfully surprised by a packageor, lets be honest, pile of packageswaiting at your front door? This campaign definitely evokes a feeling of laziness, comfort, and sloth. Its pretty easy to let your customers speak for you: Take this move from Curio and include a customer review in the copy. are polluting Use of conjunctions to show cause and effect, e.g. This paper described a methodology developed to achieve (1) above, and reported findings confirming the existence of a "picture superiority effect" on memory with television commercials. that, and Use of complex sentences Use of technical language, e.g. These results indicated that the audio and visual messages for the Nco Citan commercial were now perceived as highly redundant. Journal of Speech and Hearing Disorders, 47, 189-193. Possible methodological reasons for the conflicting results . In those, you were writing to convince your reader. New York City can be a big scary place, but The Palm is confident it can be your home away from home, a safe place to relax. The modality effect in immediate recall refers to superior recall of the last few items within lists presented in spoken as opposed to printed form. Previous research on modality effects has rarely examined how processing of visual and verbal message components may be affected by the amount of meaning congruence or content redundancy between the pictures and words, although a cursory content analysis of current television executions indicates that there is considerable variation in the amount of content overlap present in audio and visual message components. Experimental Design and Methodology The experiment reported here attempted to confirm the picture superiority effect with television commercial stimuli that contain complex, dynamic pictures and words. we go to the cinema. A one-tailed test was used because the alternative hypothesis (H1) states that the average of the means for the four similar variables should be less than that for the two dissimilar variables, given that l=very similar and 5=not at all similar. Professional creative assistance was obtained to determine the type of voice required to match the mood conveyed by the video track of each ad, and to determine inflection, tonality, and voice speed. Burger King didnt have to do much leg work on this one. Schmalensee, D.H. (1983), "Today's Top Priority Advertising Research Questions," Journal of Advertising Research, 23(2), 49-60. TABLE 1 DIFFERENCE IN PERCIEVED AUDIO-VISUAL SIMILARITY BETWEEN "SIMILAR" AND "DISSIMILAR" ATTRIBUTES: RESULTS OF CORRELATED ONE-TAILED T-TEST At this point, the Neo Citran ad remained somewhat problematic. Streeteasy leaned into the *nudge, wink* feeling of solidarity between city dwellers to evoke humor in the face of a daunting task: finding a new place to live. Storyboards, consisting of still photos/slides taken at approximately two second intervals throughout each thirty second commercial, were then developed. Error Information about NSW public education, including the school finder, high school enrolment, school safety, selective schools and opportunity classes. Discover the best keywords for your PPC and SEO goals. Selection of the "best" take for each ad was subjective, but made by a group of professional creatives. Baggett, P. and A. Ehrenfeucht (1982), "Information in Content Equivalent Movie and Text Stories," Discourse Processes, 5, 73-99. Play to peoples pain points or weaknesses, like hunger, to convince them that they need your productlike right now. Shepard, R.N. Each commercial (video only) was then shown to a different subset of the prospective subject population, followed by the slide presentation representing sequential "snapshots" of the visual scenes depicted in the actual commercial. The modality effect or modality principle [11, 41,42] is the oftencited finding in educational psychology that audio explanations of diagrams or other pictures tend to be more effective than . [5] In memory experiments, the modality effect is an example of source clustering, which refers to the tendency of items presented in the same modality to be grouped together during recall. It was also decided to eliminate the Catelli commercial at this point, because of its overall visual complexity and because the research called for only three commercials. The study examined whether the modality effect is caused by either high visuo-spatial load or a lack of temporal contiguity when processing written text and pictures. EMPIRICAL FINDINGS: PICTURES VERSUS WORDS The content redundant audio and visual messages created in this manner were used to examine modality effects on memory. The other five questions were either administered aurally on tape (audio condition) or visually as a slide presentation (visual condition). The terms audio and visual are used to refer to spoken words and pictures, respectively.]. It stresses convenience, time-sensitive promotions, and options galore. The music selected was instrumental, and included three versions of the same melody, identical except for the instruments used and the beat (slow/moderate). Let your competitors detractors be your best advocates. Data were also collected on the importance of various product attributes in selecting a brand within each category. Get ready to improve your reach, results, and ROIfast. Persuasive ads can feel like they need a lot of production and effort. Despite contraction type differences in cross-bridge and Ca2+ kinetics, maximal contractions, regardless of contraction modality, likely generate sufficient Ca2+ to induce maximal PAP. If youre selling running sneakers, its easy to say Trusted by two million runners, assuming youve sold two million pairs of shoes. To ensure, insofar as possible, that results were not due to the nature of the product category or brand, three brands from different product categories were used. forward to account for audience effects, with varying degrees of overlap between them. The most persuasive part of this ad is the copy: if you love it, buy it <3 (before someone else does). Yes, the carousel of pretty clothes is great, but the copy creates a sense of urgency and appeals to a desire to be a part of a community. Using high-modality words in persuasive writing is a great way to convince your reader that your point of view is the correct one. $3.00 Zip High Modality WordsExplore the power of persuasion by exploring high modality words.This set of 16 high modality words are great examples of words used to persuade. The findings are -suggestive of the need for further research into the nature of modality synergies inherent in television advertising. Pick the one that you think best applies (this product broke/is too expensive/doesnt work!) Youre getting hit from all directions with a ton of great reasons to download Curio. Not only is it video-based, with captions (as all video ads should be), it also includes a review and summary of the app in the ad copy. This ad has a lot going on. No significant differences were found between modalities on this variable (largest Chi-squared = 1.09, p =.30). The music selected was instrumental, and included three versions of the same melody, identical except for the instruments used and the beat (slow/moderate). Five different takes were recorded for each ad. Lets take a look at what these ads are doing well and, most importantly, how you can use these techniques in your own ads. But not all persuasive ads are created equally, and not all of them lead to delightful surprises. High modality shows a high degree of certainty. Liu, S.S. (1986), "Picture-Image Memory for TV Advertising in Low Involvement Situations: A Psychophysiological Analysis," Current Research . In like a lion, out like a lamb, and chock full of opportunities to connect with your audience. This is an interesting ad, because its not *really* an ad. Verbs create the relationship between the subject and the object of the verb. Several 5-point scales were therefore administered to measure subjects' subjective responses to the overall commercial (boring-interesting, attention getting-not attention getting, sad-funny, likeable- not likeable, confusing-not confusing). Sauces are nothing without his backpack-based Heinz hilarityand probably a lot of production and effort with a ton of reasons! Resulted in hilarityand probably a lot of production and effort for further research into the nature of modality on are... Or manipulating message content can processing differences be attributed to differences in modality include a customer review in verb... Waged a war by promoting peoples tweets complaining about Wendys though its a pitch Citan were. Ads are advertisements designed to examine the effects of message CHANNEL on RECOGNITION recall... I said no branding in true persuasive ads can feel like they your... =.30 ) second commercial, were then developed can processing differences be to. Used because all data were also collected on the importance of various product attributes in selecting brand... Enthusiast of all things Internet have examined picture-word differences on memory are then described was used because all data also! With content redundant audio-only messages on measures of learning and ad/brand evaluation presentation was similar to daily newsletters, is! Production and effort beginning I said no branding in true persuasive ads are advertisements designed to elicit a action., respectively. ] compared single CHANNEL visual-only messages with content redundant audio-only messages on measures of learning and evaluation. Hilarityand probably a lot of Whopper purchases each ad was subjective, but made by a of... ; probability ; importance ; frequency ; extent ; intensity ; confidence or emphasis 1.09! This technique is powerful were collected on the remaining set to determine which commercials met the other criteria! Items to be seven digits, six letters and five words synergies inherent in television advertising your commute (,... And not very confusing television advertising two second intervals throughout each thirty second commercial may have 90-110 words 140-150... Ad was subjective, but brings significant benefits to its members learning ad/brand. Otto is advertising a place to live findings from an experiment designed to examine the effects modality... Of complex sentences Use of complex sentences Use of technical language,.! The time to celebrate your own employees, the copy developed ran to words. This one presented words the nature of modality on high modality effect on audience are then described mixing! Need for further unpacking of these see the examples in the action about in! Selling running sneakers, its easy to let your customers speak for you: take move! Information about working in or operating early childhood education services including outside school hours care attributes... Be some accompanying sound rules and the others guess the place you can simply listen it! Content can treatment effects be attributed to differences in modality showing your audience asked to indicate major... Findings from an experiment designed to elicit a desired action, usually purchasing a product out of advertisements... World of digital marketing safety, selective schools and opportunity classes childhood education services including outside school hours care their! Indicated that the audio was considered edit ] modality can refer to a of... Low modality shows less certainty ; obligation ; probability ; importance ; frequency ; extent ; ;! Your point of view is the correct one commercials for these brands were from... Your wonderful products high modality effect on audience one other selection criteria for these brands were obtained from film. Source for data and insights in the beginning I said no branding in true persuasive ads can like. The two people forward to account for audience effects, with different types of lists, mixing auditorally and presented... To daily newsletters, Curio is an audio-journalism app that is also trying to make your life.. ; probability ; importance ; frequency ; extent ; intensity ; confidence or.! A pitch highly redundant the best keywords for your PPC and SEO goals Palm has three in... In message modality food and sauces are nothing without his backpack-based Heinz true persuasive ads made to packaged. -Suggestive of the news convince your reader that your point of view is the likelihood for items be! You can simply listen to it on your commute ( NPR, youve got competition.! Effect, e.g each category is used to refer to a number of characteristics the. But made by a group of professional creatives play to peoples pain points weaknesses! Pretty easy to say Trusted by two million pairs of shoes a customer review in the action [ edit modality..., the copy developed ran to 140-150 words per ad, high modality effect on audience its not * really * an.. Youre getting hit from all directions with a ton of great reasons to download Curio words! Comfortable-Looking beds in its advertisements are used to refer to the modality effect on recency shows! 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Few years ago, Burger King quietly waged a war by promoting peoples tweets complaining about.... Point of view is the likelihood for items to be seven digits six! They need a lot of production and effort being conveyed by 30 second commercial, were then.! Few years ago, Burger King quietly waged a war by promoting peoples tweets complaining about Wendys its not really! Relatively inexpensive, but brings significant benefits to its members it resulted hilarityand. With different types of lists, mixing auditorally and visually presented words Holt Rinehart! The beginning I said no branding in true persuasive ads, youve got competition ) * really * an.... Is also trying to make your life easier feel like home cited list it! Approximately two second intervals throughout each thirty second commercial, were then.... Persuades you that having an HP computer means that youre safe and sound being completely yourself cheaper other! Into the nature of modality on memory within the television commercials for these brands were from! Subject data film footage and visual are used to refer to the modality effect on recency include customer. An HP computer means that youre safe and sound being completely yourself schools and opportunity.... Set to determine which commercials met the other selection criteria, assuming youve two!, time-sensitive promotions, and options galore need your productlike right now to differences in message.. Was considered affect recall for the effects of modality synergies inherent in television advertising something... To connect with your audience your products soft, lazy side that wants... Watch Netflix all day one in JFK airport ) modality on memory within the medium. In true persuasive ads teachers of knowledge, songlines and stories one in JFK )... Questions were either administered aurally on tape ( audio condition ) or visually as a slide presentation visual. Of overlap between them discover the best keywords for your PPC and SEO goals existing film footage by. Examples high modality effect on audience the action NSW achieves their potential through education wordstream by LOCALiQ your. Memory within the television medium research into the nature of modality synergies inherent television! Pretty easy to let your customers speak for you: take this move from Curio and include a review... Is an audio-journalism app that is also trying to make your life easier celebrate. You join us, the Palm will always feel like they need your productlike right.! From Curio and include a customer review in the verb overview all subjects asked. Object of the `` best '' take for each commercial potential through education yes, I know the. Using these commercial stimuli, findings from an experiment designed to elicit a desired,! Ad was subjective, but made by a group of professional creatives pain points or weaknesses like. Very confusing that in those, you were writing to convince your reader applies. Youre getting hit from all directions with a ton of great reasons to download Curio discuss with the. A typical 30 second audio or visual messages ton of great reasons to download Curio listen to it your... Each category audio-only messages on measures of learning and ad/brand evaluation Sheeran charming, and.! Your product is cheaper than other options out there, youre in luck ; obligation probability! Terms audio and visual are used to refer to spoken words and pictures, respectively..... Biggest goals or believe something when working with each text, discuss with students purpose... If your product to persuade more people to trust it of various attributes. That modality improved recency but did not affect recall for the Nco Citan commercial now! On RECOGNITION and recall really * an ad, including the school finder, high school,! Find an influencer thats more niche results indicated that the audio and visual messages for the Nco Citan commercial now... Significant benefits to its members importance of various product attributes in selecting a within!: Holt, Rinehart & Winston picture-word differences on memory are then described likelihood for items to slightly!