摘要：This article investigates the cognitive structure that viewers use when deciding whether they like a particular television commercial or not. It furthermore purports to operationalise the attitude towards the television commercial concept among South African television viewers. The research was conducted over two phases. Phase one was more qualitative in nature and explored the cognitive structure of what viewers meant when they said they liked or disliked television commercials. The theoretical base for this investigation was personal construct theory (Kelly 1955). The second phase was more quantitative in nature and investigated the structure of affective response to television commercials as well as the psychometric properties of the Schlinger viewer response profile in South Africa. This instrument, constructed in the United States of America, is generally used to measure attitudes towards television commercials. It focuses on the affective and emotional components of communication effects and indicates how viewers feel after seeing a commercial.
Loading...
