Title

Bogad: An investigation of layman theories about advertising

Date of Completion

January 1997

Abstract

How do people think advertising works? This study used a computer program to let people construct concept for TV commercials, and subsequently attempt to achieve better advertising outcomes. The feedback was in fact random, resulting in the subjects' projecting their own beliefs onto the "simulator".^ In general, the people studied appeared to share, to a large extent, common beliefs of what a commercial should contain, in terms of people, action, etc., constructing certain classes of "typical" ads for the given product. The perceived importance of specific advertising effects, however, varied between gender and media usage.^ The results of the studies are discussed in terms of theoretical and practical implications. ^