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The Strange Phenomena: Unreadable Message in TV Ads is Getting Around. What, How, and Why is That?

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Information about The Strange Phenomena: Unreadable Message in TV Ads is Getting Around....
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Published on January 21, 2014

Author: JunIio1

Source: slideshare.net

Description

I conducted an experiment to show how several message shown in TV Ads are meaningless.
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1000 speakers conference in English 2 The Strange Phenomena: Unreadable Message in TV Ads is Getting Around. What, How, and Why is That? Jun Iio Chuo University

Problems in TV advertising ● Let me show you 2 videos... 1000 speakers conf 2 Copyright © Jun Iio 2

Problems in TV advertising ● Could you grasp the messages in details? 1000 speakers conf 2 Copyright © Jun Iio 3

Guidelines ● Surprisingly, they are conformed to the guidelines provided by Automobile Fair Trade Council (AFTC) 1000 speakers conf 2 Copyright © Jun Iio 4

Baselines for TV ads on ASV ● ● ● Within 30 characters a line Keep showing for more than two seconds Sounds and/or special warnings on screen, if needed ※ ASV: Advanced Safety Vehicle 1000 speakers conf 2 Copyright © Jun Iio 5

An experiment ● Two videos were shown to subjects. – – ● ● Subjects: university students, 1st – 4th grades # of subjects: 72 After that, the subjects were asked to fll out a questionnaire, in order to check whether they could understand message in the videos or not. The questionnaire contains eight questions and two complementary questions. 1000 speakers conf 2 Copyright © Jun Iio 6

Questionnaire sheet 1/2 1000 speakers conf 2 Copyright © Jun Iio 7

Questionnaire sheet 2/2 1000 speakers conf 2 Copyright © Jun Iio 8

Results Q8 Q7 Q6 Q5 d c b a Q4 Q3 Q2 Q1 0% 10% 1000 speakers conf 2 20% 30% 40% 50% 60% Copyright © Jun Iio 70% 80% 90% 100% 9

Results (cont'd) トマールレーダー サイクリスト検知機能 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 聞いたことはあった 知らなかった Note: The options are a) I know it very well, b) I have heard about it, c) I don't know it. 1000 speakers conf 2 Copyright © Jun Iio 10

Conclusions ● ● The experiment revealed that the message explaining ASV technologies in TV ads were meaningless. Other ways to provide information in details would be expected. – Note: the experiment and this presentation are not intended to blame particular car makers. 1000 speakers conf 2 Copyright © Jun Iio 11

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