基于认知视角的电视插播广告效果研究

发布时间：2018-03-02 05:26

  本文关键词： 电视插播广告效果 位置 时长 注意 记忆 态度　出处：《南京师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着大众传媒的普及,电视成为人们接触最多的大众媒介。从其诞生之初,电视就成为广告主投放广告的理想之地。但是,随着市场经济竞争的日益激烈,媒体对电视节目收视率的过度神话,导致越来越多的广告主在投放广告时,过度依赖节目收视率,只要节目收视率高,便斥巨资进行广告投放。这种盲目追随收视率,未能理性分析,忽视受众接触电视插播广告时心理变化的行为,在很大程度上,影响广告效果的达成,浪费高昂的广告费。因此,本论文从受众对电视插播广告认知心理角度出发,对插播在节目中的广告效果进行深入分析,旨在为电视插播广告投放提供一定建议。本论文采用实证研究中眼动控制法、问卷调查法作为主要研究方法,结合传播学、认知心理学相关理论,研究受众在观看电视插播广告时一个完整心理加工过程,为电视节目中插播广告效果测评提供一种新思路,试图找出受众观看电视插播广告认知规律,为科学编排电视节目中插播广告提供一定的依据。研究深入分析受众对插播在不同位置和时长的广告认知情况,证实电视插播广告效果的达成与广告投放位置、时长等因素之间的关联性影响,这种影响进而容易使受众对电视插播广告的认知产生影响。为了找出这种关联性影响,本文从受众对电视插播广告的注意、记忆和态度三个维度,对插播在电视节目中的广告进行效果分析。研究结果表明：首先电视插播广告存在明显的位置效果,一方面电视插播广告存在明显的首因效果,即受众对插播在靠前位置的广告的注意和记忆程度较高,另一方面电视插播广告不存在近因效果,即受众对插播在靠后位置的广告注意和记忆程度较低；其次,受众对电视插播广告的注意、记忆和认知评价存在明显的选择性,即受众对感兴趣的广告投以较高的注意、记忆,并呈现出正面的态度倾向；第三,因对电视节目喜爱,受众将注意延续到电视插播广告时间最多为20秒,且受众对插播在第一段广告整体注意和记忆程度最高,对插播在第三段广告注意和记忆程度最低；第四,受众对电视插播广告记忆的形成受到其注意程度的影响,但是受众对电视插播广告认知评价并不受到其注意和记忆的影响,受众对电视插播广告认知评价,一开始并没有明显的倾向,但是随着广告时长的增加,受众对电视插播广告负面情绪增加。总之,本文从受众对电视插播广告认知角度对其广告效果进行分析,旨在使电视插播广告投放回归理性,不再盲目追随收视率,重视受众在电视插播广告效果达成中的作用,为提升电视插播广告效率提供一定的建议。
[Abstract]:With the popularity of mass media, television has become the most contacted mass media. From the beginning of its birth, television has become the ideal place for advertisers to place advertisements. However, with the increasingly fierce competition in the market economy, The media's excessive ratings of television programs have led more and more advertisers to rely too much on the ratings of programs when they are placing advertisements. As long as the ratings of programs are high, they will spend a great deal of money on advertising. This blindly follows the ratings. Failure to rationally analyze and ignore the behavior of psychological changes when the audience comes into contact with television advertisements will, to a large extent, affect the achievement of advertising effects and waste high advertising costs. Based on the cognitive psychology of the audience, this paper makes a deep analysis of the advertising effect of the broadcast in the program, in order to provide some suggestions for the advertisement placement. This paper adopts the method of eye movement control in the empirical research. As the main research method, combined with the theories of communication and cognitive psychology, this paper studies a complete psychological processing process of the audience watching TV spots, which provides a new idea for the evaluation of the effect of the advertisements in TV programs. This paper tries to find out the cognitive law of the audience to watch the advertisement of television interbroadcast, and to provide some basis for the scientific arrangement of the advertisement in the TV program. The research deeply analyzes the audience's cognition of the advertisement in different position and time. It is proved that the effect of TV placement is related to the location and duration of the advertisement, which can easily make the audience have an impact on the cognition of the advertisement. In order to find out the influence of the relevance, This paper analyzes the effects of TV spots from the three dimensions of attention, memory and attitude of the audience. The results show that: first of all, there are obvious location effects in TV spots. On the one hand, there is an obvious first cause effect in TV spots, that is, the audience has a high degree of attention and memory to the advertisements in the forward position, on the other hand, there is no immediate cause effect in the TV spots. That is, the audience pay less attention and memory to the advertisement in the lower position; secondly, the audience has obvious selectivity to the attention, memory and cognitive evaluation of the television broadcast advertisement, that is, the audience pays higher attention to the advertisement of interest. And showed a positive attitude trend; third, because of the love of television programs, the audience will continue to pay attention to the television broadcast advertising time up to 20 seconds, and the audience in the first segment of the advertising overall attention and memory is the highest. In 4th, the formation of the audience's memory of TV spots was affected by the degree of attention, but the audience's cognitive evaluation of TV spots was not affected by their attention and memory. At first, there was no obvious tendency for the audience to evaluate the cognition of TV spots advertising, but with the increase of advertising time, the audience's negative emotions on TV spots increased. In short, In this paper, the author analyzes the advertising effect from the perspective of the audience's cognition of the television broadcast advertisement, in order to make the television broadcast advertisement put back to reason, no longer blindly follow the ratings, and attach importance to the role of the audience in the realization of the effect of the television broadcast advertisement. In order to improve the efficiency of television spots advertising to provide some suggestions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8
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本文编号：1555213