上海体育学院学报
上海體育學院學報
상해체육학원학보
Journal of Shanghai Physical Education Institute
2009年
5期
24~26
,共null页
体育赛事 背景广告 暴露时间 记忆效果 电视观众
體育賽事 揹景廣告 暴露時間 記憶效果 電視觀衆
체육새사 배경엄고 폭로시간 기억효과 전시관음
sports competitions; background advertisements; exposal time; effects of memory; TV spectators
采用实验法，对电视观众的体育赛事背景广告识记率与暴露时间的关系进行研究。结果显示：广告的暴露时间是影响广告记忆的重要因素，在2—25s内，背景广告的记忆与暴露时间成正比，背景广告的单次暴露时间达25s时记忆基本达到饱和；背景广告的记忆效果无性别差异。
採用實驗法，對電視觀衆的體育賽事揹景廣告識記率與暴露時間的關繫進行研究。結果顯示：廣告的暴露時間是影響廣告記憶的重要因素，在2—25s內，揹景廣告的記憶與暴露時間成正比，揹景廣告的單次暴露時間達25s時記憶基本達到飽和；揹景廣告的記憶效果無性彆差異。
채용실험법，대전시관음적체육새사배경엄고식기솔여폭로시간적관계진행연구。결과현시：엄고적폭로시간시영향엄고기억적중요인소，재2—25s내，배경엄고적기억여폭로시간성정비，배경엄고적단차폭로시간체25s시기억기본체도포화；배경엄고적기억효과무성별차이。
The method of experiment was used to do research on the relation of the rate of TV spectators＇ memory of background advertisements of sports competitions with the exposal time of background advertisements of sports competitions. The results reveal that the exposal time of advertisements is an important factor to influence the memory of advertisements; the memory of background advertisements is directly proportional to the exposal time of background advertisements within the range of 2 to 25 seconds; when single exposure of background advertisements lasts 25 seconds, memory basically comes to saturation; there exists no difference between male and female in effects of memory of background advertisements.
