‘Energetic’ TV adverts risk turning off viewers

Research suggests that TV commercials with a high energy feel (e.g. featuring upbeat, enthusiastic spokespeople) can have less of an impact when placed in serious TV dramas, which are increasingly becoming more popular and now make up 40 per cent of programming.

The research – Consumers Response to Commercials: When the energy level in the Commercial conflicts with the Media Context – was based on

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