体育赛事背景广告暴露时间与记忆效果的实验研究  

Experimental Research on Exposal Time and Memorial Effects of Background Advertisements of Sports Competitions

作　　者：吴家舵[1] 华晓慧[2] 

机构地区：[1]上海体育学院经济管理学院,上海200438 [2]上海体育学院运动科学学院,上海200438

出　　处：《上海体育学院学报》2009年第5期24-26,32,共4页Journal of Shanghai University of Sport

基　　金：上海市科学技术委员会重点科技攻关项目(072705130)

摘　　要：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2-25 s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25 s时记忆基本达到饱和;背景广告的记忆效果无性别差异。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.

关 键 词：体育赛事 背景广告 暴露时间 记忆效果 电视观众 

分 类 号：G80-05[文化科学—运动人体科学]