MEMORABLE HUNGARIAN ADVERTISEMENTS
5. C ONCLUSIONS AND DISCUSSION
From study one, it seems that consumers perceive an advertisement Hungarian if it advertize a typical Hungarian product, brand or refers to a Hungarian event, custom. However, the respondents also perceived the ads as Hungarian if it portrayed an everyday situation or setting.
Unfortunately, the results of study one did not provide any information regarding the perception of creativity templates. But the features of memorable press advertisements investigated in this study were revealed. The qualitative analyses of the data, that shocking shown that advertisements, either containing taboo or erotic content, perceived as memorable by the respondents. Such advertisements both evoke strong feelings and raise attention.
Furthermore, the advertisements which evoke positive feelings were perceived as memorable.
From the linear regression analyses, the above mentioned two features seemed dominant.
Additionally, the feature of youthfulness was found as important. An advertisement is youthful if it is provocative, or portrays young, dynamic people, or parties.
In study two, during data collection, it seemed that advertisements with a rhyme are recalled easier after decades. And following a qualitative analysis of the most frequently recalled advertisements, similar features seem important in the memorability than in study two. Namely, the revealed common features are surprising, shocking and youth. Regarding the creativity templates, mostly demonstration, consequences, multiplication and new parameter connection appeared in the recalled ads. However, it can be by chance as no other study affirmed these findings: further research is needed regarding the creativity templates.
The validity of the findings could be increased by further studies on the memorability of advertisements. For example, memorability could be investigated in experiments, where advertisements with the revealed features and with the lack of those would be presented to the subjects. It would be important, that the subjects meet the ads only in the laboratory setting;
therefore the selection of advertisements would be crucial. Furthermore, the perceived memorability of television advertisements should be investigated. Additional features could
Memorable Hungarian Advertisements 99
be filtered out from the literature and could be added to the list of investigated features.
Unfortunately, because of the dominance of couple of advertisements, the effect of creativity templates is not clear from the studies. The creativity templates should be studied in different ways, such as e.g. using a set of templates or reducing the number of questions per advertisements. Additional studies could provide an insight into the effect of the creativity templates, and a deeper understanding of the memorability of advertisements.
6. R
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