摘要：This study investigated the programme context effect on the memory for embedded TV advertisements. Participants watched a video consisted of either a non-humorous programme or a humorous programme, with six advertisements inserted into the mid break. Advertisements were either non- humorous or humorous of which three of them contained sexual themes. Participants had to rate the programme, and were tested on brand recognition, free recall and cued recall. Humorous advertisements were better recalled within non-humorous programme while non-humorous advertisements were better recalled within humorous programme. Humorous advertisements with sexual content were recalled the least compared to those without this content. Implications and limitations were noted.
