凸显性和语义水平对移动互联网广告加工效果的影响研究

发布时间：2018-11-08 10:37

【摘要】：人的认知加工是一个自下而上和自上而下共同驱动的过程。一个新异刺激会引起自动的朝向反应,但当机体对这种刺激形成完整表征,并且该刺激对机体不具重要性时,反复的刺激会导致习惯化,朝向反应消失,这就是互联网用户广告回避行为的基本原理。当回避行为出现时,广告信息无法获得良好的加工,导致记忆效果变差。最初的互联网广告总是试图依靠增加其物理属性的凸显性来吸引用户注意,常常色彩鲜艳、伴随着声音或者抖动效果,使自己与背景完全区分开来。然而这样做的结果不但增加用户负担、干扰当前任务,也没有使用户记住自己。毕竟互联网用户每天要接触成百上千个互联网广告,为了筛选有用信息,自动屏蔽广告是为了适应环境采取的必要策略。在这种情况下,互联网广告变得隐蔽起来,试图隐藏在环境中,这样做既把对用户的打扰降到最低,又可以减少用户的广告回避行为,但这往往与广告可辨别性的相关规定相冲突,同时破坏媒体环境。除了物理属性,主观因素也与广告加工效果息息相关,例如:当广告内容与所在环境的内容相关性高时广告记忆效果好,当用户完成目的性较强的任务时回避行为更加明显等。如果用户可以根据广告的物理属性回避广告,削弱对广告的加工效果,那么用户应该也可以通过语义因素回避广告,导致对广告的加工效果变差。因此本研究提出广告标题语义水平的概念,指一则标题符合消费者心目中广告标题语义特征的程度。当向用户呈现一则标题时,用户越肯定这是一则广告标题,代表该标题的广告语义水平越高,用户越肯定这不是一则广告标题,代表该标题的广告语义水平越低。本文以移动端的网络新闻应用为阅读环境,以信息流广告为主要的广告形式,研究了物理属性和语义因素对广告加工效果的影响。实验1验证了网络新闻应用中广告回避行为的存在,高凸显性导致强烈的广告回避行为,削弱了对广告的再认成绩。当信息流广告凸显性较低时,可能导致用户无法有效回避广告,只有足够凸显时,才能产生有效的回避行为。实验2证明,不仅物理属性凸显性影响广告的加工效果,用户也可以通过语义因素回避广告,导致再认成绩变差。凸显性和语义水平之间存在某种交互作用,高凸显性会削弱不同语义水平带来的差异,而高语义水平也会削弱不同凸显性带来的差异。为了更好地理解用户心目中广告标题的语义特征,我们还对广告标题语义水平的影响因素进行收集和分类,并验证了这些因素对语义水平的预测性,结果证明消费者主要根据是否包含商品/服务信息、是否对消费者有效用,以及是否催促用户做某事等语义信息来判断广告标题的语义水平,但是与情绪/情感感受或者语言特征的关系不大。由于广告标题语义水平是本研究提出的一个新的概念,对于这一概念的边界、维度,以及不同维度对于广告回避行为、消费者态度的影响等,均还需更加深入的研究。
[Abstract]:Human cognitive processing is a bottom-up and top-down process. A new isostimulation leads to an automatic orientation reaction, but when the body is fully characterized by such a stimulus, and the stimulus is of no importance to the body, repeated stimulation leads to habituation and disappears towards the reaction, which is the basic principle of the Internet user's advertising back-back behavior. When the anti-collision behavior occurs, the advertisement information can not get good processing, and the memory effect is deteriorated. the initial internet advertisement is always trying to attract the attention of the user by increasing the salience of its physical properties, often brightly colored, with the effect of sound or dithering, so that it is completely distinguished from the background. However, the result not only increases the user's burden, interferes with the current task, but also does not keep the user in mind. After all, Internet users are in touch with hundreds of internet advertisements every day, and in order to screen useful information, automatic screening of advertisements is a necessary strategy to adapt to the environment. in this case, that Internet advertisement is hidden, try to hide in the environment, so as to reduce the disturbance to the user to the lowest, but also reduce the user's advertisement back-avoidance behavior, but this is often in conflict with the relevant regulations of the ability to distinguish the advertisement, and destroy the media environment at the same time. in addition to that physical property, the subjective factor is also closely related to the effect of the advertisement proces, for example, when the content of the advertisement is high with the content of the environment in which the advertisement is located, the advertisement memory effect is good, and when the user completes the task with stronger purpose, the behavior of the advertisement is more obvious and the like. If the user can avoid the advertisement according to the physical property of the advertisement, and the processing effect on the advertisement is weakened, the user should also avoid the advertisement through the semantic factors, resulting in poor processing effect on the advertisement. Therefore, this research puts forward the concept of the semantic level of the advertisement title, which means that a title accords with the semantic feature of the advertisement title in the consumer's mind. When a title is presented to the user, the more the user is certain that this is an ad title, the higher the semantic level of the advertisement on behalf of the title, the more the user is certain that this is not an advertisement title, the lower the level of the advertisement that represents the title. In this paper, the effect of physical and semantic factors on the effect of advertisement processing is studied based on the network news application of the mobile terminal as the reading environment and the information flow advertisement as the main advertising form. Experiment 1 verifies the existence of the advertisement back-avoidance behavior in the network news application, and the high salience results in a strong advertisement return behavior, and the rerecognition result of the advertisement is weakened. When the advertisement of the information flow is low, the user can not effectively avoid the advertisement, and only when the information is sufficiently highlighted, the effective anti-collision behavior can be generated. Experiment 2 proves that not only the physical attribute highlights the processing effect of the advertisement, but also the user can avoid the advertisement through the semantic factors, leading to the deterioration of the recognition result. There is some kind of interaction between the salience and the semantic level, which can weaken the difference of the different semantic level, and the high semantic level can also weaken the difference brought by the different salience. in order to better understand the semantic features of the advertisement title in the user's mind, we also collect and classify the influence factors of the semantic level of the advertisement title, and verify the predictive of these factors on the semantic level, and the result proves that the consumer mainly determines whether the consumer is mainly based on whether the commodity/ service information is included, Whether the semantic level of the advertisement title is judged by the semantic information such as the effective use of the consumer and whether the user is urging the user to do something, but the relationship with the emotion/ emotion feeling or the language characteristic is not small. Since the semantic level of the advertisement title is a new concept put forward in this study, the boundary, dimension, and different dimensions of the concept also need to be further studied in terms of the advertisement return behavior, the influence of the consumer's attitude and so on.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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