Explanation
Correct answer: A.
Choice A is the best answer because it most accurately states the main idea of the text. The text begins by presenting van Berlo et al.’s finding that advergames—video games intended to promote a specific product or service—can be engaging to players but “may not facilitate subsequent recall of product and brand information,” ultimately limiting their effectiveness as advertisements. The text then suggests that Lang’s limited capacity model of motivated mediated message processing, which characterizes cognitive capacity as finite, can explain or account for van Berlo et al.’s finding: specifically, players’ attention is “directed foremost toward the advergame’s mechanics” instead of toward the advertising information. The main idea of the text is therefore that Lang’s model provides a means of explaining van Berlo et al.’s finding.
Why the other choices are wrong
Choice B
Choice B is incorrect because it mischaracterizes the relationship between Lang’s model and van Berlo et al.’s finding. The text presents Lang’s model as a broad theoretical framework about cognitive capacity that can explain van Berlo et al.’s finding. The text doesn’t indicate that Lang drew conclusions specific to video games that van Berlo et al. then corroborated.
Choice C
Choice C is incorrect because it mischaracterizes the findings of the meta-analysis by van Berlo et al. Although Lang’s model suggests that engagement in advergame mechanics occurs at the expense of recalling advertising information, the text doesn’t indicate that van Berlo et al. offered this explanation for their finding. The text merely states that van Berlo et al. found that advergames “can elicit player interest” but “may not facilitate subsequent recall of product and brand information.” In addition, the text doesn’t discuss whether players’ ability to recall advertising content ultimately affects their purchasing behavior.
Choice D
Choice D is incorrect. Although the text presents Lang’s model as an explanation of why advergames may not succeed in promoting recall of advertising information, the text doesn’t suggest that advergames can succeed as marketing tools if they balance mechanics and promotion. The text doesn’t propose a design solution to the limitations of advergames or suggest that these limitations can be overcome.