ERIC ED297412: Figure/Ground Anomalies in Commercial Television pdf

ERIC ED297412: Figure/Ground Anomalies in Commercial Television

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Description of the Book:

A diagnostic study tested the hypothesis that still advertising pictures and television commercials are governed by a basic visual communication principle: that viewers’ comprehension and retention of still and moving images depends greatly on the harmonious coexistence of their figure/ground relationships. Ten still images (half in black and white and half in color) and two television commercials (all with indistinguishable or distorted figure/ground relationships) were shown to 122 college students, who answered multiple-choice questions intended to measure comprehension and retention. No control group was used. Results indicated that the more the figure/ground distinction was blurred, the more viewer comprehension and retention declined. This suggests that the perceptual gimmicks and picture distortions often used by commercial advertisers do not enhance visual communication. (One table of data is included; 21 references and the two questionnaires used in the study are appended.) (SR

• Creator/s: ERIC
• Date: 1988-06
• Year: 1988
• Book Topics/Themes: ERIC Archive, Advertising, Commercial Art, Higher Education, Media Research, Television Viewing, Visual Perception, Visual Stimuli

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