Date of Graduation

5-2015

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor

Tompkins III, Chris

Reader

Robertson, Connor P

Second Reader

Cook, Laurel A

Abstract

The relationship between aspects of modern commercial advertising, such as use of storytelling, positive and negative emotional factors, and message content, and their effect on achieving correct brand remembrance with the commercial’s viewers was studied. One hundred sixty subjects completed a survey that prompted them to remember the brands associated with five different commercials shown during the 2015 Super Bowl, as well as asked other questions about each commercial and the subjects’ television viewing habits. Results showed that a very small percentage of viewers correctly remembered the brand associated with commercials they had seen, and that this correct brand remembrance can be influenced by the aforementioned advertising methods and psychological factors.

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