The Academy Awards are the most prestigious and influential award TV show in the film world; it is also the most watched among the big TV award shows. People´s motivations for watching a film have been the subject of multiple research studies; however, few have focused their attention on how award shows might influence the public’s decision to see a film. This study addresses this gap in the communication literature by implementing an experiment that addresses whether the Academy Awards nomination signal in movie advertisements influences audience perception of a film’s quality and subsequently modifies their likelihood of watching a film. The study tested audiences with varying levels of interest in a film, while analyzing how they engaged with an Academy Award nomination signal in a movie advertisement as a cue to motivate, persuade or inform their interaction with an entertainment product.

Library of Congress Subject Headings

Academy Awards (Motion pictures); Motion pictures--Public opinion

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Patrick Scanlon

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Bruce Austin


Physical copy available from RIT's Wallace Library at PN1993.92 .P46 2016


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