广告播出频次对儿童的广告好感度、记忆度影响研究——以卡通广告为例

发布时间：2018-06-07 04:23

本文选题：广告频次 + 儿童　；参考：《现代传播(中国传媒大学学报)》2016年09期

【摘要】：由于儿童对广告具有不同于成人的感知与记忆规律,当广告播出频次发生变化时,儿童对广告的好感度和记忆度将发生怎样的变化?它和成人对广告的认知规律是否相同?本文通过控制实验的方法,来研究这一课题。研究发现,从统计学意义上来看,广告的播出方式与儿童对广告的好感度、记忆度无关,广告的播出次数与儿童的广告好感度无关,与记忆度相关;广告的好感度和记忆度之间存在相互关联;儿童的卡通片收视行为影响到对广告的好感度与记忆度。
[Abstract]:Because children are different from adults' perception and memory rules, when the frequency of advertising changes, how will the good and memory of the children change? Is it the same as the adult cognition to the advertisement? This paper studies the subject by controlling the experiment. In a sense, the broadcasting mode of advertising has nothing to do with the degree of the good feeling and the memory of the children. The frequency of the broadcast of the advertisement has nothing to do with the degree of the good feeling of the children. It is related to the degree of memory; there is a correlation between the good degree of the advertisement and the degree of memory; the behavior of the cartoon of children affects the good feeling and the memory of the advertisement.
【作者单位】：深圳大学传媒与文化发展研究中心;深圳大学传播学院;
【基金】：国家社科基金艺术学项目“儿童与卡通角色认同心理机制研究”(项目编号:14BA013)的研究成果
【分类号】：C913.5;F713.8

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