Flemington, NJ, January 13, 2011– A new media study among 622 Americans revealed that the majority reported that it was inappropriate to use religious ceremonies in TV ads after viewing an ad submitted to PepsiCo and Frito-Lay as part of the “Crash the Super Bowl” contest.
The study was conducted during January 11-12 by HCD Research and reported on its mediacurves.com® website, to obtain viewers’ perceptions of a commercial submitted to the “Crash the Super Bowl” contest. The ad depicts a priest and his associate replacing communion wafers and wine with Doritos and Pepsi in an effort to recruit more parishioners. The ad did not make the final list commercials, and was subsequently pulled from YouTube and corresponding contest websites.
After viewing the commercial, the majority of Americans (55%) reported that it was “somewhat” or “extremely” inappropriate to show religious ceremonies within TV ads to promote consumer products. Respondents from various religious affiliations expressed mixed feelings which ranged from “disturbed” and “skeptical” to “happy” and “embarrassed” while viewing the ad.
Among the findings:
How appropriate is it to show religious ceremonies on TV advertising consumer products?
|
|
Americans |
|
|
|
Pre |
Post |
|
Extremely Appropriate |
7% |
7% |
|
Somewhat Appropriate |
42% |
37% |
|
Somewhat Inappropriate |
38% |
33% |
|
Extremely Inappropriate |
13% |
22% |
How appropriate is it to show religious ceremonies on TV?
|
|
Americans |
|
|
|
Pre |
Post |
|
Extremely Appropriate |
14% |
13% |
|
Somewhat Appropriate |
70% |
61% |
|
Somewhat Inappropriate |
14% |
18% |
|
Extremely Inappropriate |
3% |
8% |
Which of the following emotions did you feel while viewing the video?
|
|
Catholic |
Protestant |
Jewish |
Other |
None |
|
Anger |
10% |
9% |
0% |
4% |
2% |
|
Inspiration |
6% |
6% |
0% |
7% |
9% |
|
Sadness |
1% |
6% |
0% |
3% |
5% |
|
Skepticism |
19% |
18% |
27% |
17% |
13% |
|
Confusion |
5% |
4% |
4% |
14% |
12% |
|
Disturbing |
23% |
28% |
27% |
17% |
13% |
|
Embarrassment |
7% |
9% |
8% |
7% |
10% |
|
Pride |
2% |
1% |
0% |
1% |
0% |
|
Happiness |
27% |
21% |
35% |
30% |
35% |
While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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