摘要
本文使用自制隐含广告的比赛视频,从暴露时间、广告内容等方面对体育背景广告和专题广告再认进行研究,发现:(1)专题广告的再认好于背景广告的再认;(2)专题广告暴露时间2s时记忆达到饱和;在2-25s内,背景广告的记忆随暴露时间增长而增加;(3)广告再认情况对观看与测试之间的间隔时间不敏感;(4)在三种不同的广告内容中,汉字广告再认率最高,其次是图形的再认率,字母广告再认率最低。
This is a study on the recognition of background advertisement and theme-focused advertisement in sport events from the perspective of exposure time and contents. The research result suggests that (I)The recognition of theme-focused advertisements is better than that of background advertisements. (2) In the case of theme-focused advertisements, two seconds may be enough to reach a plateau of memory performance; in the case of background advertisements, memory rates change in a linear fashion within the range between 2 to 25 seconds. (3) The recognition of advertisement is not sensitive to the interval time. (4) Among the 3 media, Chinese characters have the greatest recognition, followed by pictures, the English letter strings being the poorest.
出处
《心理科学》
CSSCI
CSCD
北大核心
2009年第6期1455-1458,共4页
Journal of Psychological Science
基金
上海市科学技术委员会科研项目--<体育赛事运作效益评估系统研究>批准号:0727051301支持
关键词
背景广告
专题广告
再认
background advertisement, theme- focused advertisement, recognition.