ERIC Number: ED214108
Record Type: RIE
Publication Date: 1981-Jul-28
Reference Count: 0
Abbreviations: Their Effects on Comprehension of Classified Advertisements.
Sokol, Kirstin R.
Two experimental designs were used to test the hypothesis that abbreviations in classified advertisements decrease the reader's comprehension of such ads. In the first experimental design, 73 high school students read four ads (for employment, used cars, apartments for rent, and articles for sale) either with abbreviations or with all abbreviations eliminated. Both forms of ads were followed by comprehension questions. The 93 high school students participating in the second experimental design read the ads both with and without the abbreviations but in different orders of presentation and sometimes with a lapse of one week between readings. The findings were the same in both of the experimental designs. Regardless of test conditions, order of presentation, and time lapse between completion of both forms of experiment, the mean correct scores of the subjects were significantly lower on the form with abbreviations than on the form without abbreviations. A grade-by-grade analysis of the data showed that the differences between scores on the two forms occurred in all grades, although the differences were not significant in the twelfth grade sample. The analysis by grade also showed a trend of decreasing differences between the two forms as educational level increased. (The ads and their comprehension questions are attached.) (RL)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Want Ads
Note: Appendix A may be marginally legible.