Other researchers have also maintained this theory. From what they have found when a person’s excitement increases past the medium to high level, from watching programs such as sports or movie thrillers, commercials are not as effective. Therefore the recall of the commercial is spoiled. Still other researchers have taken other opinions about this theory. They suggest that high impact programs may cause the viewer to look for ways to relieve tension during the commercials verses a program that contains a high amount of emotion because the programs are more stimulating. So according to this theory, efforts by advertisers to put their commercials during highly stimulating parts of the program seem to not be recalled, since the watcher probably will not remember the ad because the stimulation will lower attention to the processing and retention of the commercial.

Some researchers say that a three-minute video, ad in a magazine, or on television has no effect on people. If this were so then why would advertisers spend millions of dollars every year to air their commercials? (Kilbourne 34)

In another study, with college students, also showed that violent programs may bring about angry moods. Violent programs have been shown to put watchers in a bad mood, and have made them very angry. In additional studies researchers found that the anger played an important part in lower recall. After watching a violent film the watcher had a lower recall of the product then did watchers of non-violent films. The study coordinators then decided to do something different. They put equal amounts of stimulating information in both violent and non-violent films, which had no effect at all on the watchers mood. So they determined that just the mood the watcher has could affect the recall of the commercial. Anger also contributes more to the change in recall than any other mood. Researchers speculate that keeping the amount of stimulation the same results in an increase in anger, and then the anger decreases the recall of the commercial.

quipped with this device, therefore preventing the viewing of certain shows. However, many Americans still watch these violent programs.

The general results of studies on violent programs on television, for the most part, support the theories that watching violent programs upsets watchers in some form or fashion, by either stimulation or mood theories. Therefore it makes it had to recall commercials. Some studies have found the more excitement people see during violent programs carries over to the commercial part of the program. This increases the effect the commercial has on people. Some researchers have found that there is a connection between the content of the programs and the effect commercials have. They say as people get involved in the program they are watching their recall of the commercial increases, but the more they become involved the recall of the commercial decreases.

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