頁籤選單縮合
題名 | 廣告呈現時間與訴求材料回憶量的相關研究=Immediate Recall as Functions of Exposure Time and Amount of Information for Commercial Advertisement |
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作者 | 莊仲仁; Chuang, Chong-jen; |
期刊 | 中華心理學刊 |
出版日期 | 19771200 |
卷期 | 19 1977.12[民66.12] |
頁次 | 頁53-56 |
語文 | chi |
關鍵詞 | 商業廣告; 呈現時間; 廣告訴求; 訴求語句; 回憶量; 相關; |
中文摘要 | 本研究是以中學2年級學生為對象,探討不同廣告呈現時間與訴求語句立即回憶量的關係。結果指出:當將呈現時間由3秒、5秒加長到10秒時其立即同憶量均顯出增加的趨勢。廣告呈現時間如為3秒或5秒時,其訴求語句不宜超過二句為佳。如將廣告呈現時間加長到10秒時其訴求語句則不宜超過三句為佳。 |
英文摘要 | Ninety junior high school boys were employed in the present study as subjects for investigating effects of exposure time and amount of information on immediate recall of commercial announcement. Each group of 30 subjects performed the task under six of 24 treatment combinations, formed by three levels of exposure time, 3, 5, and 10 sec., and eight levels of amount of information, ranging from one sentence to eight sentences. The results of the present study showed that the subjects recalled perfectly up to two sentencesat the exposure time of three and five seconds, and up to three sentences at that of 10 seconds. The results suggest that a care has to be taken to consider the maximal amount of appeal information for commercial purposes under relatively short time exposure. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。