I am developing the advertisement texts for my experiments. When pre-testing I want to measure readability and comprehensibility. I found out that readability can be checked in Word but could not find out how to check the comprehensibility. Is there some kind of scale I could you? If yes, then where can I find the items?
I came across with the scale measuring Attitude Toward the Ad (Confusion) by Lastovicka (1983). Is it possible to adapt these questions and check comprehensibility with them?
SCALE ITEMS:
1. I clearly understood the commercial.
2. The commercial was too complex.
3. I was not sure what was going on in the commercial.
4. I was so busy watching the screen, I did not listen to the talk.
5. The commercial went by so quickly that it just did not make an impression on me.
6. It required a lot of effort to follow the commercial.
Thanks a lot for your help!
In general, determining the comprehensibility of materials has been synonymous with the application of readability formulas. There are many problems associated with assessing readability through formulas. Formulas alone are not sufficient for making highly accurate predictions regarding comprehensibility.
This is one of the most difficult aspects to measure. Understanding an advertising ad can be measured by using the Lickert scale adapted to the text being analyzed. In general this scale uses 5 or 7 points ranging from totally misunderstood to fully understood. However, the application of this scale requires a questionnaire applied in a representative sample to be validated. Advertising agencies use this scale very much for this type of measurement.
please see:
https://www.tandfonline.com/doi/abs/10.1080/03073289.1973.10805309?journalCode=rhpe18
https://www.tandfonline.com/doi/abs/10.1080/03073289.1973.10805309?journalCode=rhpe18
https://www.ajol.info/index.php/spl/article/download/151787/141398
http://www.journals.aiac.org.au/index.php/IJCLTS/article/view/3409
http://www.collectionscanada.gc.ca/obj/s4/f2/dsk2/ftp01/MQ32903.pdf
There are many ways of assessing the readibility of text copula. However, you should be aware that many of these measures are orginally designed for an educational context and may not work well with the analysis of other textual data, e.g., online conversation, online reviews, etc. In particular, many of these methods do not handle small amounts of text well. Other ways would be to have judges or coders indicate the readability / undestandability of a text but such a measure is of course relatively expensive because it requires human input.
Here is a paper that reviews some of the standard methods: Article Reconstructing Readability: Recent Developments and Recommen...
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