Original Research

The effect of colour in television commercials on the comprehension and memory of the child

L. P. Pretorius, C. J. H. Blignaut
SA Journal of Industrial Psychology | Vol 13, No 1 | a460 | DOI: https://doi.org/10.4102/sajip.v13i1.460 | © 1987 L. P. Pretorius, C. J. H. Blignaut | This work is licensed under CC Attribution 4.0
Submitted: 30 April 1987 | Published: 30 April 1987

About the author(s)

L. P. Pretorius,, South Africa
C. J. H. Blignaut, Rand Afrikaans University, South Africa

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Abstract

From a perceptual point of view it is not clear whether, and under what conditions, the presence of colour in television commercials aids the processing of information. In this study it was argued that the way in which colour is used, would have an effect on the comprehension and memory of children regarding television commercials. It was found that colour, when used in a "concrete" fashion, aids the comprehension process. The results of the study also show that the "concrete" as well as the "symbolic" use of colour have a positive effect on the memory of children for the content of television commercials.

Opsomming
Vanuit 'n perseptuele benadering is dit nie duidelik of, en onder watter omstandighede, die teenwoordigheid van kleur in televisie advertensies die prosessering van inligting positief bei'nvloed nie. In hierdie studie is daar van die standpunt uitgegaan dat die wyse van kleurgebruik 'n effek sal he op die begrip en geheue van kinders ten aansien van televisie advertensies. Daar is gevind dat kleur, wat op 'n "konkrete" manier gebruik word, die begripsproses bevorder. Die resultate van die studie toon ook dat sowel die "konkrete" as "simboliese" gebruik van kleur 'n positiewe effek op die geheue van kinders ten opsigte van televisie advertensie inhoud het.


Keywords

Television commercials; Colour; Child

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