Wpływ sposobu łączenia ujęć na atrakcyjność reklamy audiowizualnej (na podstawie badań ankietowych)
The Influence of Transitions Between Shots on the Attractiveness of Audiovisual Advertising (Based on Surveys)

Summary/Abstract: The aim of the article was to verify whether using of a specific type of editing in advertising changes the rating of its attractiveness. To test this, in December 2018 a questionnaire survey was carried out, in which 214 people participated. In order to eliminate other factors which could influence the respondents’ answers, the study used materials prepared for a fictitious brand by Experimental Laboratory of Advertising at the University of Lodz. The respondents watched three variants of a commercial, which differed only in transitions between shots (cut, dissolve, wipe). The study allowed to verify whether these manipulations changed the recipients’ perception of the commercial, its readability, dynamics or the creativity.

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