The Effect of French Television Sexual Program Content on the Recall of Sexual and Nonsexual Advertisements

Abstract

This study examined the impact of television program sexual content and explicit sexual advertisement content on memory for advertisements. Eighty-two French participants, aged 18 to 48 years, watched either a sexual program (Sex and the City) or a nonsexual program (Friends), with three sexual and three nonsexual adverts embedded within it. They then completed free- and cued-recall questionnaires testing their memory of the advertisements, as well as a gender identity scale. Overall, sexual advertisements were recalled (in free recall) better than nonsexual advertisements. Participants were found to recall adverts significantly better within the nonsexual program than within the sexual program. No interaction was found between program type and advertisement type: Sexual adverts were recalled better than nonsexual adverts within both programs. Males and females recalled sexual adverts equally, with no mediating effect of gender identity. Implications and limitations of the study are discussed.