2008奥运广告宣传片对大学生内隐体育态度的影响  

The Influence of Ads for the 2008 Olympic Games on the Implicit Exercise Attitude of College Students

作　　者：冷静[1] 

机构地区：[1]华东师范大学体育与健康学院,上海200241

出　　处：《体育科技文献通报》2010年第3期125-129,共5页Bulletin of Sport Science & Technology

摘　　要：采用内隐联想测验(IAT)考察了08奥运广告宣传片对大学生内隐体育态度的影响,结果显示,从总体上看,大学生在内隐体育态度现状上表现出对体育运动的明显偏好;男女大学生在内隐体育态度的现状上均表现出对体育运动的明显偏好;男女大学生内隐体育态度现状无显著差异;总体而言,08奥运广告宣传片对大学生内隐体育态度无显著影响,对女大学生的内隐体育态度无显著影响,但对男大学生的内隐体育态度影响显著,表现出显著的性别差异。Implicit Association Test was used to explore the influence of advertisements for the 2008 Olympic Games on the implicit exercise attitude of college students.The findings were as follows：Generally,in their present im-plicit exercise attitude,college students showed significant preference for doing exercises.Both male and female students significantly preferred doing exercises.No significant difference existed between the present implicit exercise attitudes of male and female students;In general,the advertisements for the 2008 Olympic Games had no sig-nificant influence on the implicit exercise attitude of college students.It was the same case for female students.However,the implicit exercise attitudes of male students were significantly influenced.Thus,significant gender difference existed.

关 键 词：2008 奥运会 广告 宣传 内隐态度 影响 

分 类 号：G80[文化科学—运动人体科学]