| 摘要 |
The invention features a method for evaluating the efficacy of a communication message, comprising a step (1) for evaluating the rational significance of this message, a step (V) for evaluating the symbolical significance of this message comprising in particular an evaluation of the symbolic value, and an evaluation of the degree of coherence of this message, and a step (3) to harmonise the rational and the symbolical significance. Step (V) evaluating the symbolical significance of the message further comprises, in the case of a "Structure" type message, a step to evaluate the emotional impact felt by a subject in response to this message. The invention is useful for diagnosing, conceiving, measuring and optimising all communication messages and is particularly useful in the fields of audience measurement, communication and medical diagnosis. |
