| 电视广告视听觉通道记忆效果及影响因素研究 |
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| 引用本文： | 王柳萌,白衡,刘园园,吴浩田,易茂华. 电视广告视听觉通道记忆效果及影响因素研究[J]. 神州, 2012, 0(5): 186-187,189 |
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| 作者姓名： | 王柳萌 白衡 刘园园 吴浩田 易茂华 |
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| 作者单位： | 郑州大学教育系 |
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| 摘 要： | 本文旨在研究电视广告受众视听觉通道记忆效果及影响记忆效果的因素,利用三个阶段电视广告组合视频,运用计算机等多媒体进行实验。结果表明：1.对于电视广告,受众视听觉通道的记忆效果无显著性差异;2.视觉方面影响因素从大至小依次为创意和人物、故事情节、颜色和环境氛围、画面切换、文字;3.听觉方面影响因素从大至小依次为广告词、男女声、情感流露、创意、音乐旋律、音乐节拍。
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| 关 键 词： | 电视广告 听觉通道 视觉通道 记忆效果 因素 |
A Study on Visual and Audio Memor y Effects of Television Adver tisement and Its Factor Analysis |
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| BaiHeng,Liu Yuan-yuan,Wang Liu-m eng,Wu Hao-tian,Yimao-hua. A Study on Visual and Audio Memor y Effects of Television Adver tisement and Its Factor Analysis[J]. Divineland, 2012, 0(5): 186-187,189 |
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| Authors: | BaiHeng Liu Yuan-yuan Wang Liu-m eng Wu Hao-tian Yimao-hua |
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| Affiliation: | School of Education,Zheng zhou University,Zheng zhou,450001,China |
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| Abstract: | In order to study the differences between audio and visual memory effects and the factors influencing consumers’ attention in television advertisement,a study was conducted with three phases combining flv videos on computers and multimedia equipments.Statistical analyses were made,and the results showed that:There is no significant difference on the impact of audio and visual memory effects fot the same television adver-tisements.Besides,Human-beings,television ads innovation and story in ads make bigger differences than color,words,environ-ment atmosphere and screen transition.Advertisement words,ac-tors’ voice and emotional expression are more acceptable than music melody and rhythm and innovation to consumers in terms of hearing. |
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| Keywords: | Television ads hearing passage visual passage memory effect factors |
| 本文献已被 CNKI 维普 等数据库收录！ |
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