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Two Advertisements for Chewing Gum Are Shown on Television

Question 27

Multiple Choice

Two advertisements for chewing gum are shown on television.In Ad 1,a woman chews the gum while she jogs in the park.In a voiceover,she says that she always enjoys jogging more when she's chewing this gum.In Ad 2,Ginger asks a man out but is rejected.Later,she learns that he turned her down because she has bad breath.When Ginger goes to the store to buy gum,the brand from Ad 2 is the one she remembers,so that is the one she buys.What about Ad 2 was more compelling than Ad 1?


A) Ad 2 had a higher threat value,and people are more attentive to stimuli that might affect their well-being.
B) Ad 2 involved an interaction between two people;research has shown that interactions in ads always draw more of our attention.
C) Ad 1 featured exercise,and research has shown that only the 30 percent of Americans who exercise regularly will notice ads featuring exercise.
D) We can't tell unless we can see what the women in each ad looked like.

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