DVR的使用者可以播放、暂停、回放、快进任何先前保存的节目内容，包括电视节目和广告。电视广告遇到前所未有的巨大挑战，通过DVR功能，观众可以在广告部分快进。因此，本研究对于数字电视时代的广告生存与发展具有巨大的意义。本研究通过广告记忆度的间接测量、直接测量和眼动仪测量，测试快进对广告信息处理的影响。研究证实了观众观看快进的广告时，紧张度更高。但在广告记忆度、品牌识别度、广告内隐记忆度方面，以正常速度观看的观众比6倍速快进的观众高。另外，快进组观众的广告内隐记忆度小于广告记忆度。这反驳了快进对广告信息处理影响较小的观点。

Audience using DVR can play, pause, replay, fast forward any previously saved content, including television programs and advertisements. TV commercials encountered unprecedented challenges. Through DVR, viewers can fast forward in the advertising section. Therefore, this study is significance for the survival and development of digital television advertising. This paper used direct measurement of ad memory, indirect measurement of ad memory and eye tracker to test how fast-forward effect on advertising information processing. Study confirms fast-forward viewers have the higher tension. But on the degree of ad memory, brand recognition and implicit ad memory, normal speed group is higher than the 6x-speed fast-forward group. In addition, the fast-forward audiences’ implicit ad memory is less than ad memory. It refutes the point of view that fast-forward has little effect on information processing of advertising.