2004
Volume 40, Issue 2
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

The effect of camera changes on the recognition and evaluation of Postbus 51 campaign advertisements

The effect of camera changes on the recognition and evaluation of Postbus 51 campaign advertisements

Campaign advertisements of the Dutch Government (the so-called Postbus 51 campaigns) that were broadcast between 1999 and 2009 on the Dutch television were used to examine whether camera changes with and without a change of the central object in the screen have an influence on the recognition and evaluation of the advertisements. The advertisements were content analyzed and combined with population survey data regarding the recognition (N = 193) and evaluation (N = 137) of these advertisements. Results showed that the relationship between camera changes including the change of the central object and recognition takes the form of an inverted U. There was a linear positive relationship between camera changes with a change of the central object and evaluations. No effects on recognition and evaluation were found for camera changes without a change of the central object.

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/content/journals/10.5117/2012.040.002.157
2012-06-01
2021-10-15
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