An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials
Published By: IIMA on eSS | Published Date: August, 03 , 2008The 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].
Author(s): Venkatesh P, Piyush Kumar Sinha | Posted on: Aug 16, 2008 | Views(1810) | Download (1561)