Highly
cluttered scenes were expected to be detrimental to search performance (Shoptaugh & Whitaker, 1984), and older adults were expected to exhibit a greater clutter effect than younger adults (Plude & Doussard-Roosevelt, 1989; Schieber & Goodspeed, 1997; Scialfa & Joffe, 1997).
Finally, newspapers that use a tabloid format forego the efficiency of sections and thus may seem more
cluttered.
The data were partitioned by daypart and programmer, and examples of heavily
cluttered categories were noted.
Mr Wharam said: "The
Cluttered Countryside initiative refers to issues surrounding excessive signage, of public and private origin, and other eyesores such as inappropriate and mobile advertisements which degrade the environment, especially in rural settlements and country roads.
Previous research has shown that ads in highly
cluttered environments are recalled less frequently than are ads in less-
cluttered environments (Cobb, 1985; Webb, 1979; Webb and Ray, 1979).
The data from this study indicate that network television is highly
cluttered with ads for directly competing brands; previous studies have found that this type of clutter damages recall scores, which are often used to measure the effectiveness of television ads.
