ABSTRACT
Much of the research into television advertising has concentrated on the intended effects of commercial messages. Advertising is designed to promote awareness of commodities, enhance their appeal, and ultimately to encourage their purchase and use. Commercial messages are therefore produced with persuasive appeals that are aimed at creating markets for advertised products and services and maintaining consumer loyalty. But advertising contains information that may have unintended side effects, and exposure to advertising may have social and psychological effects that are not part of the selling intent.
