If the Television Program Bleeds, Memory for the Advertisement Recedes

In public surveys, the most common complaint about television is the amount of violence depicted on the screen. More than half the programs shown on television are violent, and hundreds of studies have shown that viewing TV violence causes an increase in societal violence. Nevertheless, advertisers continue to sponsor violent programs. For an advertisement to be effective, people should be able to remember the brand advertised and the message in the advertisement. This article reviews the effect of TV violence on memory for ads. A meta-analysis integrating the results from 12 studies involving more than 1,700 participants shows that TV violence impairs memory for ads. The impairment occurs for males and females, for children and adults, and for people who like and do not like to watch TV violence. These results suggest that sponsoring violent programs might not be chology, One Shields Ave., University of California at Davis, Davis, CA 956168686; e-mail: [email protected].