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Cognitive Aspects Of Advertising

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             As a part of the results, the experimenters found out that although preschool age and early elementary school-age children seem to hold primarily negative views of alcohol, these views change to be quite positive by middle school. The exposure to positive effects is likely to include people appearing to experience positive effects of alcohol, personal experience with alcohol resulting in positive consequences and increasing exposure to television commercials for alcoholic beverages to children, who soon after become more interested in programming likely to contain these advertisements. .
             Along with alcohol being a negative product to advertise, there is also tobacco. In an article entitled "Memory for Cigarette Advertisements Enhanced by Smoking Abstinence," the point that is trying to be proved is that abstinent smokers selectively attend to, and remember, smoking stimuli although withdrawal induces general cognitive deficits. .
             This experiment involved 35 volunteer inpatients and outpatients of the West Los Angeles Veterans Affairs Medical Center. The subjects were male, confirmed smokers. They signed consent forms and they were paid for their participation. They abstinent and nonabstinent did not differ in duration of smoking or the number of cigarettes smoked per day. Seventeen of the participants were assigned to be abstinent, which meant that they could not smoke for a minimum of 16 hours. The remaining 18 participants were assigned to be nonabstinent, which meant that they would continue smoking as they did before and at most 12 minutes prior to the .
             time the actual experiment took place. In the experiment, the advertising type was manipulated. The two types of advertisements were smoking advertisements and automobile advertisements. .
             The dependent variable was how many of each advertisement was remembered in a memory recognition tasks. Twenty-six advertisements were chosen for the two advertisement sets and each participant was scheduled and tested individually.


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