An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials

Abstract

When one looks at the Television commercials scene in India, one easily sees three distinct patterns of communication. One is the nation-wide campaigns that are language neutral, meaning, they are purely music based. The other kind is a pure regional communications, with regional content starting from the language to the props used. The third variety is more like the ‘transition-ads’ that are between a pure nation-wide and a pure regional communication. These are basically nation-wide commercials dubbed in the regional languages, while not changing any part of the visual: thus they are ‘national’ with their visuals and regional with their sound track. The current study seeks to understand the effectiveness of such dubbed advertisements. Here incongruency and distraction hypotheses are investigated through two experiments. A social message against the use of cell-phones is used with students as target audience. The results of the first experiment while indicates distraction effects, the ANOVA tests have a very low power. The second experiment apart from repeating the first experiment with a little larger sample also looks at amount of counterarguments in the treatment conditions. The results of the second study do not validate any of the hypotheses. However the recall results are intriguing. Divided attention and incongruency are found to be two competing theories in explaining the recall effects of dubbed advertisements.