Abstract
Effect of silence in the TV commercial to the consumer's Response
Kyun-Bea, Yook
Major in Advertising & Public Relations,
Graduate School of Mass Communication
Chung-Ang University
This study used two independent variables of functional appeal of silence and products in the TV commercial to seek how these effect to the attitude and behavior of customers by each or mutually reacted. 120 college students are randomly assigned in accordance with the between-subject design for 2 (use of silence: present/absent)×2 (product functional appeal: quiet/convenient in using) to expose on the artificially checked advertisement stimulation and then the reaction of these persons are studied.
As the result of study, the measured value on the subordinate variable on each of the independent variables, such as perceived attention, cognitive response, attitude toward advertisement, brand attitude, and intent to purchase did not show any meaningful effect statistically, and there are mutual operation effect of silence and function appeal in the number of cognitive response. The mutual operation effect between two variables in the number of cognitive response, it showed on all t hr ee measured value ( ent ire number of cognitive response, favorable number of cognitive response, and not-favorable number of cognitive response). The result was that when the TV commercial uses the silence in the specific time frame (for 10 seconds in this study), the frequency of the number of cognitive response on the commercial is increased by appealing for convenience rather than appealing the quietness of the advertised products. On the other hand, when silence is not used, appealing for other attributes (in this study, convenience) within the functions of the product creates more number of responses. Obviously, the utilization of silence may not be appropriate depending on the characteristics of the advertised product, but when silence time is provided in the TV commercial, appealing for product attribute of identical characteristics (in this study, quietness) may be concluded that it is difficult to expect the cognitive response level of advertisement effects.
Such a result allows us to conclude that, unlike the radio advertisement that indicates the severance of sound is the lack of information, there existing utilizable cognitional means while there was a silence in providing the visual element other than the audible element in the TV commercial that the combination of silence and other cognitional means rather than simple silence itself may provide important expansion in the information process of the later time.
Therefore, when using silence in the TV commercial, there may be a need for profound consideration on the utilizable cognitional means by the customers in addition to the relativity of simple silence and product.
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