睡眠者效应(sleeper effect):即由于时间间隔使人们容易忘记传播的来源,而只保留对内容的模糊记忆。在态度心理学中,人们把说话者因威信因素产生的影响,随着时间的流逝而产生相反效应的现象,称之为睡眠者效应。
插播广告的传播优势是强迫性注意,其传播效果中有睡眠者效应的存在。
The advantage of interstitial ads lies in forced attention and there exists sleeper effect its communicative result.
“睡眠者效应”并不能如你想象中那般成为广告商们的如意金箍棒(貌似可以的嘛——译者)。
The sleeper effect isn't the great news for advertisers (and advertising agencies) you might imagine.
值得注意的是,这些因素是相互作用的,比如,强势的信息如果信息来源不明,就会产生睡眠者效应。
You should be aware that many of these factors interact with each other. For example when the message is strong but the source is dodgy, the sleeper effect can arise.
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