同一广告,不同视点:公益广告关注点的性别差异
发布时间：2018-08-01 10:26
【摘要】：在广告中使用代言人成为越来越常用的手段。传统异性相吸的观点认为,受众更关注异性代言人的信息,而近期研究则表明存在同性偏差效应,即受众更关注同性代言人信息。本研究通过眼动追踪技术记录了男、女受众在观看禁烟公益广告期间的眼动特征,通过比较受众的首次关注潜伏期和总注视时间两个指标,首次从眼动特征上证实了同性偏差效应。本研究拓展了同性偏差效应的适用领域,对公益广告的设计具有指导意义。
[Abstract]:The use of spokesmen in advertising has become an increasingly common means. The traditional viewpoint of heterosexual attraction is that the audience pays more attention to the information of the spokesman of the opposite sex, while recent research shows that there exists the effect of the same sex bias, that is, the audience pays more attention to the information of the spokesman of the opposite sex. This study recorded the eye movement characteristics of male and female audience during the period of watching anti-smoking public service advertisement through eye movement tracking technology, and compared the two indexes of audience's first attention latency and total fixation time. For the first time, the isomerism effect is confirmed from the eye movement characteristics. This research expands the application field of the same sex bias effect, and has the guiding significance to the public service advertisement design.
【作者单位】： 厦门大学新闻传播学院;宁波大学心理学系暨研究所;
【基金】：中央高校基本科研业务费专项资金(20720150016) 福建省中青年教师教育科研项目(JAS160023)
【分类号】：B848
，
本文编号：2157275
[Abstract]:The use of spokesmen in advertising has become an increasingly common means. The traditional viewpoint of heterosexual attraction is that the audience pays more attention to the information of the spokesman of the opposite sex, while recent research shows that there exists the effect of the same sex bias, that is, the audience pays more attention to the information of the spokesman of the opposite sex. This study recorded the eye movement characteristics of male and female audience during the period of watching anti-smoking public service advertisement through eye movement tracking technology, and compared the two indexes of audience's first attention latency and total fixation time. For the first time, the isomerism effect is confirmed from the eye movement characteristics. This research expands the application field of the same sex bias effect, and has the guiding significance to the public service advertisement design.
【作者单位】： 厦门大学新闻传播学院;宁波大学心理学系暨研究所;
【基金】：中央高校基本科研业务费专项资金(20720150016) 福建省中青年教师教育科研项目(JAS160023)
【分类号】：B848
，
本文编号：2157275
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