Literaturnachweis - Detailanzeige
| Autor/inn/en | Surlin, Stuart H.; Kosak, Hermann H. |
|---|---|
| Titel | Advertising Graphic Design and Its Effect on Recall and Attitude: A Field Experiment. |
| Quelle | (1974), (19 Seiten)
PDF als Volltext kostenfreie Datei |
| Beigaben | Tabellen |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Tagungsbericht; Advertising; Attitudes; Commercial Art; Communications; Design Preferences; Graphic Arts; Layout (Publications); Mass Media; Media Research; Publicize |
| Abstract | Advertisers and other mass media communicators are interested in the potential cognitive and affective effects of various graphic designs, specifically relating to the recall of information and the attitude toward information presented. This study deals with the respondent's recall of information contained within an advertisement as well as the subject's attitude toward the ad itslef and the product contained in the ad when the basic graphic design is manipulated--being either a circular, square, or triangular shaped advertisement. A mock-up of a new general readership magazine was developed with the manipulated advertisements for a new product inserted into three separate versions of the magazine. Ninety housewives and ninety college students were each shown one of the three mock-up magazine versions in a personal interview, in-field situation and responded to the questionnaire immediately after being exposed to the stimuli. It was hypothesized that the circular graphic design would be most effective and that housewives and students would not differ in their reactions to the advertisement. The first hypothesis was given general support, while the second was not. Conclusions are drawn which relate to the study's findings and to future research in the graphic design area. (Author/TO) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2004/1/01 |
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