Processing Web Ads: The Effects of Animation and Arousing Content By Yongkuk Chung

Processing Web Ads: The Effects of Animation and Arousing Conten ...

Chapter 2:

Background and Hypothesis

Read

ABOUT
- Data
- Description
- Reviews
- About Author
- Cover
RESEARCH
- Bookmarks
- Notes
FONT
- Font Size
  - x-small
  - small
  - medium
  - large
  - x-large
- Line Height
  - 1.00
  - 1.25
  - 1.50
  - 1.75
  - 2.00
- Letter Spacing
  - Default
  - 1 pixel
  - 2 pixels
  - 3 pixels
  - 4 pixels
DOWNLOAD
- Complete Edition
PAGE
- TOC
- Copyright
- Foreword
- References
- Subject Index
- Author Index

Chapter 2

Background and Hypothesis

Theoretical Framework

Limited Capacity Model of Mediated Message Processing

This study applies the limited capacity model of mediated message processing (LC3MP) to examine how the reader of online newspapers processes banner advertisements. The LC3MP, developed by Annie Lang (2000), has been used to investigate how the content and structural features of various media messages (e.g., radio, television, print, photography, Web, and video games) affect media users’ cognitive and emotional processing (A. Lang, 1990; A. Lang, Bolls, Potter, & Kawahara, 1999; A. Lang, Borse, et al, 2002; A. Lang, Chung, Lee, & Zhao, 2005; A. Lang, Geiger, Strickwerda, & Sumner, 1993; Schneider, Lang, Shin, & Bradley, 2004).