Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Formal Aspects in SDH for Children in Spanish Television: A Descriptive Study

The comprehension of a subtitle goes far beyond the understanding of the meaning of the words it comprises. Formal aspects of subtitles for the d/Deaf and the hard-of-hearing (SDH) can be crucial in the cognitive effort necessary to process the subtitle within its audiovisual context (Perego 2008). The present article studies common practices of formal aspects in SDH for children, focusing on three parameters: layout and positioning of the subtitle; orthotypographic conventions; and resources for the identification of characters in the three TV channels dedicated exclusively to the youngest audiences in Spain. The present piece of research was carried out by analysing and evaluating these three parameters in comparison with the current UNE Standard 153010 (AENOR 2012) and with previous theoretical studies in the field.