Abstract
The main aim of this research was to determine methods of measurement and evaluation for audio-visual literacy in children from 7 years old to 11. We hypothesized three factors which compose audio-visual literacy. They are memory, understanding and imagination relating to TV programs. Evaluation and measurement have to be done by visual tests. As the styles of the TV programs closely related to the method of measurement and evaluation, we made 2 programs, one educational and the other of a storytelling nature. The first experimental program was to evaluate and measure the memory and understanding of a pedagogical TV program, called "Growing Trees" by NHK Educational Television. The second experimental program was to evaluate and measure the abilities of imagination, empathy, guessing and developing a story by using speculation. We used "Hana no Sukina Ushi", the original name of the story is "The Story of Ferdinand" by Munro Leaf and Robert Lawson, 1936. Through these experiments, we heve succeeded in finding the method of visual measurement and evaluation in high level audio-visual literacy which was thought to be difficult to evaluate and also fixing an evaluation norm for both TV programs relating to the development of children's audiovisual literacy in terms of memory, understanding and imagination.
