字幕对视频广告的影响机制：来自眼动和问卷测评的证据
发布时间：2018-10-20 07:46
【摘要】：在移动互联网时代,如何通过形象直观的视频广告将消费者注意力转移到产品和品牌中来,是广告界一直在研究的问题。视频广告中诸多元素之一的字幕是否有助于视频广告的加工过程和效果传播,在广告研究领域还未有统一的结论。针对以上问题,本文设计了两个实验,分别从产品卷入度和感知风格两个方面说明。实验一研究产品卷入度与字幕在视频广告加工过程和效果中的作用。眼动研究发现,在观看广告时,高卷入度产品比低卷入度产品产生了更多的回视次数、注视次数和注视时间;有字幕的广告比无字幕的广告产生了更多的回视次数和注视时间。更重要的是,产品卷入度与字幕在对产品的注视次数和注视时间存在显著的交互效应,表现在加入字幕的高产品卷入度视频广告对产品的加工过程优于无字幕的高产品卷入度视频广告;在广告效果评估中,有字幕的高产品卷入度视频广告传播效果优于无字幕的高产品卷入度视频广告。在实验一基础上,实验二进一步研究感知风格与字幕在视频广告效果中的作用。眼动研究发现,在观看广告时,加入字幕的广告比无字幕广告产生了更多的回视次数和注视时间;视觉型的人观看广告比听觉型的人产生更多的回视次数和注视时间。更重要的是,感知风格与字幕在回视次数、注视次数与注视时间上具有显著的交互效应,表现在视觉型被试观看带有字幕的视频广告加工过程优于观看无字幕的视频广告;在广告效果评估中,视觉型被试观看有字幕产生的广告传播效果优于观看无字幕的视频广告。以上两组实验一致表明:高产品卷入度的视频广告加工过程和传播效果优于低产品卷入度视频广告;有字幕的视频广告加工过程优于无字幕的视频广告;视觉型观众对视频广告的加工过程优于听觉型观众;有字幕的高产品卷入度视频广告产品的加工过程和传播效果优于无字幕的高产品卷入度视频广告;视觉型观众观看有字幕的视频广告的加工过程和传播效果优于观看无字幕的视频广告。
[Abstract]:In the era of mobile Internet, how to transfer consumers' attention to products and brands through visual video advertising is a problem that has been studied in the advertising field. There is no uniform conclusion in the field of advertising whether subtitles of one of the elements in video advertising are helpful to the processing process and effect propagation of video advertisements. In order to solve the above problems, two experiments are designed in this paper, including product involvement and perceptual style. Experiment 1 studies the role of product involvement and subtitle in the process and effect of video advertisement processing. Eye movement study found that when watching advertisements, the high involvement products produced more times of return, fixation times and fixation time than the low involvement products, and the subtitles of advertisements produced more times and fixation times than those without captions. More importantly, there was a significant interaction between product involvement and captions in terms of the number of fixation times and the fixation time of the product. The results show that the processing process of high product involvement video advertisement with subtitles is better than that of high product involvement video advertisement without subtitle. The spread effect of high product involvement video advertisement with captions is better than that with high product involvement video advertisement without subtitle. On the basis of experiment 1, experiment 2 further studies the role of perceptual style and subtitle in video advertising. Eye movement research found that the advertising with subtitles produced more times and fixation time than those without subtitles, while the visual type produced more times and fixation time than the auditory ones. More importantly, perceptual style and subtitles have significant interactive effects on the number of times of return, the number of fixation and the time of fixation, which shows that the processing process of visual subjects watching video advertisements with subtitles is better than that of watching video advertisements without captions. In the evaluation of advertising effect, visual subjects were better than those who watched video advertisements without subtitles. The two groups of experiments show that the processing process and transmission effect of video advertisement with high product involvement is superior to that of video advertisement with low product involvement, the process of video advertisement with subtitle is better than that with video advertisement without subtitle. The processing process of visual audience is superior to that of auditory audience, the processing process and transmission effect of high product involvement video advertising product with subtitles is better than that of high product involvement video advertisement without subtitle. Visual viewers can process and spread video advertisements with subtitles better than those without subtitles.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842
本文编号：2282507
[Abstract]:In the era of mobile Internet, how to transfer consumers' attention to products and brands through visual video advertising is a problem that has been studied in the advertising field. There is no uniform conclusion in the field of advertising whether subtitles of one of the elements in video advertising are helpful to the processing process and effect propagation of video advertisements. In order to solve the above problems, two experiments are designed in this paper, including product involvement and perceptual style. Experiment 1 studies the role of product involvement and subtitle in the process and effect of video advertisement processing. Eye movement study found that when watching advertisements, the high involvement products produced more times of return, fixation times and fixation time than the low involvement products, and the subtitles of advertisements produced more times and fixation times than those without captions. More importantly, there was a significant interaction between product involvement and captions in terms of the number of fixation times and the fixation time of the product. The results show that the processing process of high product involvement video advertisement with subtitles is better than that of high product involvement video advertisement without subtitle. The spread effect of high product involvement video advertisement with captions is better than that with high product involvement video advertisement without subtitle. On the basis of experiment 1, experiment 2 further studies the role of perceptual style and subtitle in video advertising. Eye movement research found that the advertising with subtitles produced more times and fixation time than those without subtitles, while the visual type produced more times and fixation time than the auditory ones. More importantly, perceptual style and subtitles have significant interactive effects on the number of times of return, the number of fixation and the time of fixation, which shows that the processing process of visual subjects watching video advertisements with subtitles is better than that of watching video advertisements without captions. In the evaluation of advertising effect, visual subjects were better than those who watched video advertisements without subtitles. The two groups of experiments show that the processing process and transmission effect of video advertisement with high product involvement is superior to that of video advertisement with low product involvement, the process of video advertisement with subtitle is better than that with video advertisement without subtitle. The processing process of visual audience is superior to that of auditory audience, the processing process and transmission effect of high product involvement video advertising product with subtitles is better than that of high product involvement video advertisement without subtitle. Visual viewers can process and spread video advertisements with subtitles better than those without subtitles.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842
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