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Article
Measuring Responses to Commercials: A Projective-Elicitation Approach
Journal of Current Issues & Research in Advertising
  • Lawrence Soley, Marquette University
Document Type
Article
Language
eng
Format of Original
10 p.
Publication Date
10-1-2006
Publisher
Taylor & Francis
Original Item ID
doi: 10.1080/10641734.2006.10505198
Disciplines
Abstract
Photoelicitation and projective assessment are research methods derived from visual sociology and psychoanalysis respectively. This study combined the methods by having respondents view a commercial, and then showing them one of two versions of a projective drawing showing a lone or a male-accompanied woman sitting on a couch. Respondents were told that the woman in the drawing had just seen the commercial and were asked about what the woman was thinking. The results show that a paper-and-pencil attitude measure correlated moderately with the visually-primed responses, but the visually-primed responses included psychoanalytically-predicted reactions such as denial and displacement and were dependent upon the social situation depicted in the drawing.
Comments

Published version. Journal of Current Issues & Research in Advertising, Vol. 28, No. 2 (Fall 2006): 55-64. DOI. Reproduced with Permission of CtC Press. All Rights Reserved.

Citation Information
Lawrence Soley. "Measuring Responses to Commercials: A Projective-Elicitation Approach" Journal of Current Issues & Research in Advertising (2006) ISSN: 1064-1734
Available at: http://works.bepress.com/lawrence_soley/16/