CAJ | 학술논문

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。
본문지재연구전시엄고수음시은각통도기억효과급영향기억효과적인소,이용삼개계단전시엄고조합시빈,운용계산궤등다매체진행실험。결과표명：1.대우전시엄고,수음시은각통도적기억효과무현저성차이;2.시각방면영향인소종대지소의차위창의화인물、고사정절、안색화배경분위、화면절환、문자;3.은각방면영향인소종대지소의차위엄고사、남녀성、정감류로、창의、음악선률、음악절박。
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 advertisements. Besides, Human-beings, television ads innovation and story in ads make bigger differences than color, words, environ ment atmosphere and screen transition. Advertisement words, actors voice and emotional expression are more acceptable than music melody and rhythm and innovation to consumers in terms of heating.