心象与英语广告记忆效果的实证研究  

An Empirical Study into the Relationship between Mental Imagery and English Advertising Recall

作　　者：林中晨[1] 

机构地区：[1]漳州师范学院外语系

出　　处：《西南科技大学学报（哲学社会科学版）》2010年第5期72-76,共5页Journal of Southwest University of Science and Technology:Philosophy and Social Science Edition

基　　金：漳州师范学院科学研究资助项目(项目编号:SS09008)

摘　　要：对80名被试的测试表明,语言生动性和心象指导语经由心象加工过程影响中国受众对英语广告信息的记忆效果。广告语言生动性程度对心象产生的程度和广告记忆效果具有显著性影响,且与心象指导语之间的交互作用显著。当语言生动性较高时,心象指导语的使用可以引发更高程度的心象并增进被试对广告信息的记忆,反之则干扰心象的产生并削弱记忆效果。这样的实验结果可以从双重编码理论和语境有效性理论中得到解释。An experimental study on 80 Chinese subjects indicates that vividness of verbal message and imagery instructions have an influence on English advertising recall through imagery processing.Specifically,the use of imagery instructions has an opposite effect on imagery generation and recall depending on the vividness of verbal message.The addition of imagery instructions induces greater imagery and enhances recall in presence of vivid ad,whereas,imagery instructions are not only ineffective but even have a negative impact on imagery generation and recall in absence of vivid ad.Finally,the results of the study are explained on the basis of dual coding theory and context availability theory.

关 键 词：心象 英语广告 记忆效果 语言生动性 心象指导语 

分 类 号：H313.3[语言文字—英语]