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Le contexte d'insertion des messages et la mémorisation de la publicité télévisée

Author

Listed:
  • David Nahon

    (ENGREF - Ecole Nationale du Génie Rural, des Eaux et des Forêts)

  • Philippe Tassi

    (Médiamétrie)

Abstract

Cet article tente d'éclairer la relation entre le contexte d insertion des messages publicitaires en télévision et la mémorisation de la publicité. Il étudie la façon dont les variables individuelles caractérisant les téléspectateurs pendant un programme - implication dans le genre démission, attention au programme -influent sur leur appréhension des spots publicitaires. This article seeks to enlighten the relathionship between TV advertising context and ad memory. It studies the way individual variables which caracterize viewers during a program -involvement into the type of program, attention driven to the program -influence their ads apprehension. Der Artikel versucht, die Beziehung zwischen dem Umfeld von Werbeeinschaltungen im Fernsehen und der Einprägung von Werbung zu beleuchten. Es wird untersucht, wie individuelle Variablen, die Fernsehzuschauer während eines Programms kennzeichnen (Einbeziehung in die Art der Sendung, Aufmerksamkeit gegenüber dem Programm), ihre Wahrnehmung von Werbespots beeinflussen. Este artículo trata de aclarar la relación entre el contexto de inserción de los mensajes publicitarios en televisión y la memorización de la publicidad. Estudia la forma en que las variables individuales que caracterizan a los telespectadores durante un programa -implicación en el tipo de programa, atención en el programa -influyen sobre su aprehensión de los spots publicitarios.

Suggested Citation

  • David Nahon & Philippe Tassi, 1998. "Le contexte d'insertion des messages et la mémorisation de la publicité télévisée," Post-Print halshs-02925818, HAL.
    • Handle: RePEc:hal:journl:halshs-02925818
    DOI: 10.7193/DM.013.47-56
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