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Title: Now Playing: Information Processing of Cues Used in Motion Picture Advertising.
Name(s): Sikes, April Jolayne, author
Raney, Arthur, professor directing thesis
Arpan, Laura, committee member
Sapolsky, Barry, committee member
School of Communication, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2005
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: Motion picture advertisements often include cues referencing previous top-grossing films, such as "From the makers of Cast Away," in efforts to boost viewing intention. However, previous research has suggested that the "makers" of films, such as the directors, writers, and producers are not influential in increasing viewer intention to see a film. The following study investigated the use of these cues in motion picture advertising, using the Elaboration Likelihood Model to determine if and under what circumstances these cues are being processed by consumers. Results suggest those consumers who are more involved with movies are not necessarily more likely to centrally process cues referencing previous top grossing movies. Additionally, in this study the inclusion of such cues had no effect on viewing intention of the film or on liking of the film advertisement. Liking of genre was revealed to be an accurate predictor of viewing intention and liking of the advertisement.
Identifier: FSU_migr_etd-1735 (IID)
Submitted Note: A Thesis Submitted to the Department of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science.
Degree Awarded: Spring Semester, 2005.
Date of Defense: April 4, 2005.
Keywords: motion picture, film, elaboration likelihood model, heuristic-systematic model, advertising, viewing intention
Bibliography Note: Includes bibliographical references.
Advisory committee: Arthur Raney, Professor Directing Thesis; Laura Arpan, Committee Member; Barry Sapolsky, Committee Member.
Subject(s): Communication
Persistent Link to This Record:
Owner Institution: FSU

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Sikes, A. J. (2005). Now Playing: Information Processing of Cues Used in Motion Picture Advertising. Retrieved from