Abstract
College students (N = 324) watched a television program containing violence, sex, or no violence or sex. Each program contained 3 violent ads, 3 sexual ads, and 3 neutral ads. Participants were less likely to remember the advertised brands when the ads were embedded in a violent or sexual program than when the ads were embedded in a neutral program. Violent ads were the least memorable. This memory impairment occurred for both males and females, regardless of the content of the ads. If advertisers want viewers to remember advertised brands, they should think twice about sponsoring programs containing violence and sex.
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