An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

Question

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The ad's source is hoping to benefit from the recency effect, which is the tendency for people to better remember information that is presented last. By placing the strongest point at the end of the ad, they hope that viewers will remember it more vividly and be more likely to be convinced to stop smoking.

An Ad Campaign to Convince People to Stop Smoking Uses