Journal article
Viewing angle matters - Screen type does not
Journal of Communication, Vol.59(3), pp.609-634
2009
Abstract
Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads viewed from a closer distance (i.e. with a wider viewing angle) were more likely to be recalled the next day, and were associated with more favorable brand attitudes. Shorter programs, product relevance, and use of close-ups and detailed images made no difference to this general viewing-angle effect.
Details
- Title
- Viewing angle matters - Screen type does not
- Authors/Creators
- S. Bellman (Author/Creator)A. Schweda (Author/Creator)D. Varan (Author/Creator)
- Publication Details
- Journal of Communication, Vol.59(3), pp.609-634
- Publisher
- Oxford University Press
- Identifiers
- 991005543605607891
- Copyright
- © 2009 International Communication Association.
- Murdoch Affiliation
- Interactive Television Research Institute
- Language
- English
- Resource Type
- Journal article
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- Citation topics
- 1 Clinical & Life Sciences
- 1.7 Neuroscanning
- 1.7.354 Emotion Perception
- Web Of Science research areas
- Communication
- ESI research areas
- Social Sciences, general