An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials

Venkatesh P and Piyush Kumar Sinha (pksinha@iima.ac.in)

Working Papers from eSocialSciences

Abstract: The current study seeks to understand the effectiveness of commercials that are basically nation-wide commercials dubbed in the regional languages, while not changing any part of the visual: thus they are ‘national’ with their visuals and regional with their sound track. Here incongruency and distraction hypotheses are investigated through two experiments. A social message against the use of cell-phones is used with students as target audience. [IIMA WP NO. 2008-08-03].

Keywords: students; commercials; TV; national; nation; regional; phones; cell; social message; incongruency; distraction; hyotheses; visual; sound track; India; television (search for similar items in EconPapers)
Date: 2008-08
Note: Institutional Papers
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.esocialsciences.org/Download/repecDownl ... &AId=1606&fref=repec

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ess:wpaper:id:1606

Access Statistics for this paper

More papers in Working Papers from eSocialSciences
Bibliographic data for series maintained by Padma Prakash (padmaprakash@esocialsciences.com).