แปลไทยบทที่ 2 จากหนังสือของ Fleming, M.L. (1993). Instructional Message Design: Principles from the Behavioral and Cognitive Sciences. Educational Technology Publications: Englewood Cliffs, NJ.

1. Instructional Message Design Chapter 2: ˆ
Clark (1983) F F F F F F F ˆ
F F F ˈ F F F F
F ˈ F F F ˈ F
F F F F F F F F F
F F F
4. F
4.1 F F F F F ˈ
F
F F F ˈ
F ˈ F F F ˈ F ˈ
F (Dual Coding) (Paivio, 1971, 1983) F F (Conjoint
Retention) (Kulhavy, Lee, & Caterino, 1985; Schwartz, 1988) F F
F F F F
F F F F F F F F
Shepard (1967) F 600 F F F 98
Standing (1973) F F 10,000 F F F
F F F 80
4.2 ˈ F
F F F F F F
F ˈ F F F F
Levin F 5 F
1) F F (Decoration) F F ˈ F F F ˈ
F
2) F ˈ F (Representation) F
F
3) F F (Organization) F F ˈ ˈ
ˈ

2. 4) F (Interpretation) ˈ
F F ˈ
5) F F (Transformation) F F F F
F F ˈ F 2.13 ( F 87)
5 F F 3 4 F (Charts)
(Diagrams)
2.13 5 F A: F F (Decoration) ˈ ʽ F F
F F F B: F ˈ F (Representation)
F F C: F F (Organization)
F F F F F F F
D: F (Interpretation) F (Diffusion) ˈ
F F F F
ˈ F E: F F (Transformation) F
F F
4.3 F F F F
F
F F F F F
F F F F F F F ˈ F
F F F F F F
F F F F F F F F F
ˈ F F F F F F
F F F F ( F ) F ˈ F
F F F (Organization)
4.4 F F F F ˈ
F F F F F
F F F F F F F
F F F F
F F F F F F F
F F F F F F F

3. 4.5a F F ˈ F
F F F F F
F F F F F
F F F F
F F F F F F F
F F F F F F
F ˈ F F F F F
4.5b F F F F F
F F F F F
F
F F F ˈ F F F F F F F
F F F
F F ˂ F F
F ˂ F F
F F F F F F
F F F F ˂
F F
2.14 F F
F (Systolic blood pressure) F (Diastolic blood pressure) F
F ˆˋ F ˆˋ F F F F
F F F
4.5c F F F F
ˈ F F F F F
F F F F F F F F
F F F F F
F F F F F F F F F
F F F F ˈ F ˁ F F
F F ˈ F F F ...
4.6 F F F

4. F F F F F F F F F
F F 2.15 ˈ F
F ˈ F F F 4 F F 1) F
F ˈ F (Cartoon strip) F
F F F F F F F F F 2)
F F F F F
F ˈ F 3) F F F
F 4) ˈ F
2.15 ( F 92) F F F
ʾ F F F F ˈ
F F (Borror&White, 1970)
4.7 F F F
F F F F F
F F F ˈ F
ˈ F ˈ F ˈ F
F F F F ˈ F F ˈ
ˈ
2.16 ˈ F F F F F F
F F F F F F F
4.8 F F ˈ F
F F F F
Levin F F F F
F F F F F
F F F F F F F
F F F F
F F F F ˈ F F F
F
Levin F F F F
F F F F F F

5. F F F F F F F F
F
2.17 Morrison Levin (1987) F F F F F ʿ
F F F F F (Wolframite)
F ˁ (Wolf) ˈ F F F ˈ F F F F F
F F F F F F F
F F ˈ F F
4.9 F F F 2 F F ˈ F
F
Dwyer (Dwyer, 1972, 1978, 1987; Clark & Angert, 1985) F
F F F
F F F
F F
F F F
(Hue) F (Brightness) F F F
(Contrast) F F F F F F
F F F F F F F F
ˈ F F F F F F F F F F
5. F (Diagram), (Charts) (Graphs)
ˈ ˈ F
F F ˈ ˈ
F F F F
F F F F ˈ
F F
5.1 F F F
ˈ ˈ F ˈ
F F F
3 F F
F F F F
( F F F F )

6. F F F F F F
F F F F F
F F F
5.2 F F F F
F F
Larkin and Simon (1987) F F
F ˈ F ˂
F 2.18 ˈ F F F ʿ F F ˆ ʽ F F
F F F F F F F
F F ˆ F F F F F
F ˆ F F ˈ F
F F F F F ˆ
F F ( F )
F F F F F F
F F F
F F F F ,
F F F,
F F F F
ˈ ˆ F F ˆ F
F F
F F F F
F ˈ F F F F
F F F F
F F F F F F F F ˈ F
ˈ F F F
F F F F F ʽ F
F ˈ F F F F
F F F F
F F F F
F F F F F F

7. 2.18 F ˆ ˈ Larkin and Simon
(1987) F F F
5.3 F F F F F
F F F
F F F F F
F F F F F
F F F
F F F F F
F F
F F F F
F F F F
F F ˈ F F F F
F F F F F F F F
F F F
2.19 ˂ Winn Sutherland (1988) F
F F F
F ˂ F F F F F
F F F F F F F F
F ˈ F F F
5.4 F F ʽ F F
F F F F F F
F F F F F 4
ʽ (Bertin, 1981, 1983; Rankin, 1986; Tufte, 1983)
5.4a. F F F F F F F F
F F F F F F
5.4b. F
5.4c. F F F F F F
F F
5.4d. ʽ F F F
F F ʽ F F F

8. 5.5 F F F F F
F F
( F F F F - F ) F F
F F F F 2 F F
F F F F F 2 F 2.20 F F F
F F F F F ˈ F ˈ F F ˆˉ
F F F ˈ F F ˈ F F F F
F F F F F F F F
F F F F F ( F
ˁ F F )
2.20 F F F F F F F F ˈ
F F F F F F F F F
F F ˈ F F
5.6a. F x y
F F F F F F F F x y
F F F F F F F F 2.21 F
F F F F F
2.21 F 5 F F F F F F F
F F F F F F
5.6b. F F F
F F
F F F
F F
ˆ F F F F F F F F F
F F F , F F F F , ,
F F F F F
, , F F F F
F ˆ ʽ F F F F
F

9. 5.6c. x y F
F (Pie Chart)
F F F F F
5.6d. F F F
F F
F F F F F
F F F F F
F F F ˈ F
F
6. F F
6.1 F F F F
F
F F F F
F F F F F F F F
F F F F F F
F F F F F F F F F
ˈ F
6.2 F F F ˈ F F F F
ˆ F F F F ,
ˈ F
F F F F F
F F F F F F F
F F F F F F F F
F ˈ F F F (Capital Letters) F
F F F F (Highlight) F F
F F F
F F F
F F F F F

10. 2.22 F F F F F ˈ
F F F F F F F ˈ F
F F
6.3a. F F F F F F F
F F F F
F F ˈ F F F F F F F F
F F F F F F
6.3b. F F
F 2.23 F F F
F F F F F F F
F F F
6.3c. F F F F F F F F F
F
F F F F F F F F F F ˈ
F F F F F F
6.3d. F F F F F F
F F F F
F F F F F
F F F F F F F F F
6.4a. F F F F F
F F F F F
6.4b. ˈ F ( F F F
F )
6.4c. F F F F F F
F F
F 2.25 F F F
(Ascenders and Descenders) F F F F F F
6.4d. F F
F ˈ F F ˈ
F F F F F F
F F -
6.4e. F F F F

11. F F
F F F F F
F F F
6.5 F F F F
F F F F F F
F F ˈ F F F F F
ˈ F F F F
F F
6.6 F F F F
F ˈ F F F F
F F F F F F
(Fenton, 1987; Seppala&Salvendy, 1985; Snowberry, Parkinson, &Sisson, 1983)