![]() Control questions show that participants did not detect the purpose of the study. In addition, when participants were given the opportunity to donate part of their earnings from the experiment to a conservation charity, donations were least frequent in the group watching commercials with entertainment chimpanzees. Meanwhile participants watching commercials with entertainment chimpanzees showed a decrease in understanding relative to those watching the control footage. Results from a post-viewing questionnaire reveal that participants who watched the conservation message understood that chimpanzees were endangered and unsuitable as pets at higher levels than those viewing the control footage. Participants either watched 1) a chimpanzee conservation commercial, 2) commercials containing “entertainment” chimpanzees or 3) control footage of the natural behavior of wild chimpanzees. Imbedded within the same series of commercials was one of three chimpanzee videos. To test these competing hypotheses, participants (n = 165) watched a series of commercials in an experiment framed as a marketing study. Alternatively, media content that elicits a positive emotional response toward chimpanzees may increase the public's commitment to chimpanzee conservation. The portrayal of chimpanzees in unnatural, human-like situations may have a negative effect on the public's understanding of their endangered status in the wild while making them appear as suitable pets. ![]() Chimpanzees ( Pan troglodytes) are often used in movies, commercials and print advertisements with the intention of eliciting a humorous response from audiences.
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