Advertisers must remain aware of how advertising context can influence an audience's perception of an advertisement, and hence its effectiveness....
GMAT Reading Comprehension : (RC) Questions
Advertisers must remain aware of how advertising context can influence an audience's perception of an advertisement, and hence its effectiveness. Advertising context, the program or editorial material in which an advertisement is embedded, typically has some positive or negative content that can trigger affective reactions in an audience. In the case of broadcast media, these affective responses are referred to as "program-induced affect" (PIA). Research has demonstrated that positive or negative PIA can be transferred to ad evaluation (Aad) and subsequently to brand evaluations (Ab). Some studies suggest that advertisements can be more effective (i.e., create more favorable Aad and Ab) if embedded in television programs that are upbeat and positive. Other studies, however, have indicated that positive program-induced feelings may not always result in more favorable consumer responses. In addition, the popularity of certain programs, such as tragedies and soap operas, which elicit negative PIA, and the success of ads embedded within those programs suggest that other factors must be considered when examining the effects of advertising context. One such factor is program "liking" (PL). Whereas PIA is a temporary emotional state, PL represents an overall conscious evaluation of, or attitude toward, a program. In general, research has shown that positive PL tends to have a positive effect on Aad. In fact, a 1992 study suggests that PL is a more accurate predictor of Aad than PIA.
The passage mentions which of the following as a factor that may influence the effectiveness of a broadcast advertisement?
1. Passage Analysis:
Progressive Passage Analysis
| Text from Passage | Analysis |
|---|---|
| Advertisers must remain aware of how advertising context can influence an audience's perception of an advertisement, and hence its effectiveness. | What it says: Where you place an ad affects how people react to it and whether it works. What it does: Introduces the main topic and thesis of the passage Source/Type: Author's statement/recommendation Connection to Previous Sentences: This is the opening sentence - establishes the foundation Visualization: Ad in Comedy Show: Audience laughs, feels good → positive reaction to ad Ad in Tragedy Show: Audience cries, feels sad → potentially negative reaction to ad Reading Strategy Insight: This is a clear, simple opening that tells us exactly what the passage will be about. Feel confident - you understand the main idea already! |
| Advertising context, the program or editorial material in which an advertisement is embedded, typically has some positive or negative content that can trigger affective reactions in an audience. | What it says: The shows or articles that contain ads usually make people feel good or bad emotions. What it does: Defines "advertising context" and explains the mechanism behind the first sentence Source/Type: Author's explanation/definition Connection to Previous Sentences: This RESTATES and CLARIFIES sentence 1! The author is helping us by defining "advertising context" and explaining HOW it influences perception. Visualization: TV Drama (sad content) → viewers feel sad emotions Comedy Special (happy content) → viewers feel happy emotions What We Know So Far: Ad placement matters, context creates emotions in viewers What We Don't Know Yet: Specific research findings, how exactly emotions transfer to ads Reading Strategy Insight: The author just made things SIMPLER by defining terms. This is clarification, not new complexity! |
| In the case of broadcast media, these affective responses are referred to as "program-induced affect" (PIA). | What it says: TV and radio emotions have a fancy name: PIA. What it does: Introduces technical terminology for the concept already discussed Source/Type: Academic/research terminology Connection to Previous Sentences: This simply gives a research term (PIA) for the "affective reactions" mentioned in sentence 2. Same concept, just adding the scientific label. Visualization: Watching sitcom → feeling happy = PIA (+) Watching news tragedy → feeling sad = PIA (-) Reading Strategy Insight: Don't be intimidated by "PIA" - it's just a label for emotions we already understood! |
| Research has demonstrated that positive or negative PIA can be transferred to ad evaluation (Aad) and subsequently to brand evaluations (Ab). | What it says: Studies show that good or bad feelings from shows transfer to how people judge the ads and brands. What it does: Provides research evidence for the main claim and introduces the transfer mechanism Source/Type: Research findings/evidence Connection to Previous Sentences: This PROVES what sentences 1-3 claimed would happen. The author is showing us the evidence for their opening statement. Visualization: Happy from comedy show → like the ad more (Aad+) → like the brand more (Ab+) Sad from drama → dislike the ad (Aad-) → dislike the brand (Ab-) What We Know So Far: Context affects emotions (PIA), emotions transfer to ad/brand opinions, research proves this happens Reading Strategy Insight: The author is building confidence by providing evidence. The core idea hasn't changed - just getting research support! |
| Some studies suggest that advertisements can be more effective (i.e., create more favorable Aad and Ab) if embedded in television programs that are upbeat and positive. | What it says: Some research says ads work better in happy, upbeat shows. What it does: Provides specific research finding that supports the logical conclusion Source/Type: Research findings ("some studies") Connection to Previous Sentences: This gives us the obvious, logical conclusion from sentence 4. If positive emotions transfer to ads, then positive shows should make ads more effective. Visualization: Ad in upbeat morning show → viewers happy → rate ad 8/10 instead of 6/10 Brand gets more positive ratings Reading Strategy Insight: This follows logically from what we already knew. The author is walking us through expected conclusions - stay confident! |
| Other studies, however, have indicated that positive program-induced feelings may not always result in more favorable consumer responses. | What it says: But other research shows that happy shows don't always make ads more effective. What it does: Introduces a contrasting research finding that complicates the simple model Source/Type: Research findings ("other studies") Connection to Previous Sentences: This CONTRASTS with sentence 5. While some studies say positive shows help ads, other studies say this isn't always true. Visualization: Comedy show (happy viewers) + Ad → sometimes higher ratings, sometimes not The simple happy→good ads rule doesn't always work What We Don't Know Yet: WHY this contradiction exists, what other factors matter Reading Strategy Insight: The author is setting up to explain this contradiction - complexity is coming but it will be resolved! |
| In addition, the popularity of certain programs, such as tragedies and soap operas, which elicit negative PIA, and the success of ads embedded within those programs suggest that other factors must be considered when examining the effects of advertising context. | What it says: Also, sad shows like tragedies are popular and ads in them can still work well, so other things must matter too. What it does: Provides real-world evidence that contradicts the simple positive PIA model Source/Type: Observable market evidence/author's reasoning Connection to Previous Sentences: This REINFORCES the contradiction from sentence 6 with concrete examples. Both research and real-world evidence show the simple model is incomplete. Visualization: Tragic movie (sad viewers) → should hurt ads → but ads are actually successful Soap opera (negative emotions) → popular show → ads still work Reading Strategy Insight: The author is building a case for "other factors" - they're about to solve the mystery they've created! |
| One such factor is program "liking" (PL). | What it says: One of those other important factors is whether people like the show (called PL). What it does: Introduces the key additional factor that resolves the contradiction Source/Type: Author's explanation introducing new concept Connection to Previous Sentences: This directly answers the question raised in sentence 7 about "other factors." The author is providing the solution to the contradiction. Visualization: Tragic movie + viewers love this type of movie = High PL Comedy show + viewers hate this comedian = Low PL What We Know So Far: PIA matters but isn't everything; program liking (PL) is another key factor Reading Strategy Insight: Feel relieved - the author is solving the puzzle, not making it more complex! |
| Whereas PIA is a temporary emotional state, PL represents an overall conscious evaluation of, or attitude toward, a program. | What it says: PIA is a quick emotion, but PL is your overall opinion about a show. What it does: Clarifies the distinction between the two key factors Source/Type: Author's definition/explanation Connection to Previous Sentences: This CLARIFIES the difference between PIA (from sentence 3) and PL (from sentence 8). The author is helping us understand both concepts clearly. Visualization: PIA: Crying during a sad movie scene (temporary feeling) PL: "I love this TV series overall" (lasting opinion) Reading Strategy Insight: This is pure clarification - the author is making sure we understand the distinction between temporary emotions vs. overall attitudes. |
| In general, research has shown that positive PL tends to have a positive effect on Aad. | What it says: Research shows that when people like a show overall, they tend to like the ads in it more. What it does: Provides research evidence for how PL affects ad evaluation Source/Type: Research findings Connection to Previous Sentences: This gives us the research backing for why PL matters (introduced in sentence 8). It shows HOW program liking affects ad effectiveness. Visualization: Love a TV series (high PL) → rate ads in that series favorably Hate a show (low PL) → rate ads in that show poorly Reading Strategy Insight: The pattern is becoming clear - the author is showing us that PL might be more important than PIA for predicting ad success. |
| In fact, a 1992 study suggests that PL is a more accurate predictor of Aad than PIA. | What it says: A 1992 study found that how much you like a show predicts ad effectiveness better than your temporary emotions. What it does: Provides specific research evidence that resolves the earlier contradiction Source/Type: Specific research study (1992) Connection to Previous Sentences: This is the KEY CONCLUSION that resolves everything! Remember the contradiction in sentences 5-7? This explains it: PL matters more than PIA for ad success. Visualization: Sad movie (negative PIA) + beloved film series (positive PL) → ads still work well PL beats PIA in predicting success What We Now Understand: Why sad shows can have successful ads, why positive emotions don't always help ads, why "other factors" matter Reading Strategy Insight: RESOLUTION! The author has solved the puzzle. This isn't new complexity - it's the answer that makes everything make sense. |
2. Passage Summary:
Author's Purpose:
To explain why advertising context affects ad success and show that overall program liking matters more than temporary emotions for predicting how well ads will work.
Summary of Passage Structure:
In this passage, the author walks us through a clear explanation of advertising research:
- First, the author introduces the main idea that where ads are placed affects how well they work because the surrounding content creates emotions in viewers.
- Next, the author provides research evidence showing that these emotions transfer from programs to ads and brands, with some studies suggesting happy shows make ads more effective.
- Then, the author presents a puzzle by showing that other research contradicts this simple rule, pointing out that sad shows can still have successful ads.
- Finally, the author solves this contradiction by introducing program liking as a separate factor and showing that overall attitude toward a show predicts ad success better than temporary emotions.
Main Point:
While the emotions that programs create in viewers do affect how people respond to ads, whether people actually like the program overall is a better predictor of ad success than the temporary feelings the program creates.
Question Analysis:
This question asks us to identify which factor the passage specifically mentions as influencing the effectiveness of broadcast advertisements. We need to find something the passage directly discusses rather than making inferences.
Connecting to Our Passage Analysis:
From our passage analysis, we can see that the author systematically builds the case that advertising context matters by discussing:
- How advertising context (the program or editorial material containing ads) can influence audience perception
- The concept of program-induced affect (PIA) - emotions triggered by program content
- How PIA transfers to ad evaluation and brand evaluation
- The introduction of program liking (PL) as another key factor
- Research showing both PIA and PL affect ad effectiveness
The passage analysis shows that the central theme revolves around how \"the program or editorial material in which an advertisement is embedded\" affects ad success through emotional responses and audience attitudes.
Prethinking:
Based on our analysis, the passage focuses heavily on how the nature/content of the program itself influences ad effectiveness. The author discusses how programs create emotions (PIA) and how people's overall attitudes toward programs (PL) both affect how they respond to ads. This suggests the correct answer should relate to the program's characteristics or nature, rather than technical aspects like timing or the ad's own qualities.
Why It's Wrong:
• The passage never discusses the quality of advertisements themselves
• The focus is entirely on the surrounding context (programs) rather than ad characteristics
• The passage examines how context affects perception, not how ad quality affects effectiveness
Common Student Mistakes:
1. Thinking that since the passage discusses ad effectiveness, it must mention ad quality?
→ Focus on what the passage actually states - it's about context effects, not ad characteristics
1. Confusing "effectiveness" with inherent ad quality?
→ The passage shows effectiveness depends on external context, not internal ad features
Why It's Wrong:
• The passage discusses whether programs are upbeat/positive, not whether ads are upbeat/positive
• The research cited examines program content creating PIA, not advertisement content
• This choice confuses the source of emotions (programs) with the target (ads)
Common Student Mistakes:
1. Mixing up whether it's the program or the ad that needs to be positive?
→ Re-read carefully - the passage says "if embedded in television programs that are upbeat and positive"
1. Thinking the ad itself needs to match the program's tone?
→ The passage focuses on program-induced emotions transferring to ads, not ad content
Why It's Wrong:
• The passage discusses how program liking affects ad evaluation, not how ads affect program liking
• This reverses the causal relationship described in the research
• PL is presented as an independent factor that influences ad perception, not something ads contribute to
Common Student Mistakes:
1. Reversing the cause-and-effect relationship between programs and ads?
→ The passage shows program liking influencing ad evaluation, not ads influencing program liking
1. Thinking this sounds sophisticated because it mentions program liking?
→ Check the direction of influence - PL affects Aad, not the other way around
Why It's Wrong:
• The passage never mentions timing, scheduling, or placement within programs
• The focus is on program content and audience attitudes, not temporal positioning
• No research cited examines when during a program ads appear
Common Student Mistakes:
1. Assuming that since context matters, timing must also matter?
→ Stick to what's explicitly stated - the passage discusses program content, not ad timing
1. Bringing in outside knowledge about commercial breaks?
→ Base your answer only on what this specific passage discusses
Why It's Right:
• The passage explicitly states that "advertising context, the program or editorial material in which an advertisement is embedded" influences effectiveness
• Multiple examples show how program nature matters: upbeat vs. positive programs, tragedies vs. soap operas
• Both PIA and PL are characteristics of the program's nature that affect ad success
• The entire passage structure builds around how different types of programs create different outcomes for ads
Key Evidence: "Advertising context, the program or editorial material in which an advertisement is embedded, typically has some positive or negative content that can trigger affective reactions in an audience."