代言人类型与诉求方式对性诉求广告心理效果影响的眼动研究
发布时间：2019-02-12 17:16
【摘要】：性诉求广告作为一种广告的表现手法,一经问世,就受到褒贬不一的评价。支持者认为,利用性感的男女模特或明星作为广告的修饰人物,容易达到吸引受众的眼球和注意力,促进消费者对广告和产品的认知,达到良好广告效果。反对者认为,性诉求广告容易掩盖广告中产品的信息,会影响消费者对产品的认知,不利于达到良好的广告效果。性诉求广告在我国发展处于刚刚兴起的阶段,大部分都是借鉴国外的相关研究,考虑到我国所处社会文化环境与国外有一定差异,在研究性诉求广告时,应该考虑我国的实际情况,才能达到良好的研究效果。研究分为两个实验,第一个实验是眼动实验,用于受众在观看广告时,眼动的变化情况,来达到探知受众对广告的心理效果；第二个实验是广告认知实验,用于确认受众在观看广告时,对广告和产品的认知评价,以及最终的购买意愿。通过这两个实验来探讨,性诉求广告在不同的代言人类型和诉求方式时,达到的广告心理效果。研究所得结论如下：(1)在人物兴趣区,代言人类型和诉求方式对注视时间、注视次数以及瞳孔大小的主效应显著,注视时间和瞳孔大小交互作用显著；(2)在品牌兴趣区,代言人类型和诉求方式对注视时间、注视次数以及瞳孔大小的主效应和交互作用显著；(3)当性诉求方式为委婉型时,名人代言好于普通人代言的心理效果；(4)当性诉求方式为一般型时,名人代言好于普通人代言的心理效果；(5)当性诉求方式为裸露型时,名人代言好于普通人代言的心理效果(6)在广告态度上,代言人类型和诉求方式主效应显著,被试性别和诉求方式的交互效应显著,其中诉求方式为委婉型时,广告态度得分最高,一般型其次,裸露型最低；(7)在产品态度上,被试性别、代言人类型以及诉求方式主效应显著,被试性别和诉求方式的交互效应显著,其中诉求方式为委婉型时,产品态度得分最高,一般型其次,裸露型最低；(8)在购买意愿上,代言人类型和诉求方式主效应显著,被试性别和代言人类型、被试性别和诉求方式以及被试性别、代言人类型和诉求方式交互效应显著其中诉求方式为委婉型时,购买意愿得分最高,一般型其次,裸露型最低。
[Abstract]:Sexual appeal advertising, as an advertising technique, has been praised and criticized. Supporters believe that the use of sexy male and female models or stars as advertising embellishment characters, easy to attract the audience's attention and attention, promote consumer awareness of advertising and products, to achieve good advertising effect. Opponents believe that sexual appeal advertising is easy to cover up the information of the product in the advertisement, will affect the consumer's perception of the product, and is not conducive to achieving good advertising effect. Sex appeal advertising is just rising in our country. Most of the research is based on foreign research. Considering that there are some differences between China's social and cultural environment and foreign countries, in the research of appeal advertising, The actual situation of our country should be taken into account in order to achieve good research results. The research is divided into two experiments. The first experiment is eye movement experiment, which is used to find out the psychological effect of the audience when they watch the advertisement. The second is the advertising cognitive experiment, which is used to confirm the audience's cognitive evaluation of the advertisement and product, and the final purchase intention. Through these two experiments, this paper discusses the psychological effect of sexual appeal advertising in different types of spokesmen and appeal ways. The conclusions are as follows: (1) in the area of interest of the characters, the main effects of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size are significant, and the interaction between fixation time and pupil size is significant; (2) in the area of brand interest, the main effect and interaction of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size were significant; (3) when the way of sexual appeal is euphemism, the psychological effect of celebrity endorsements is better than that of ordinary people, (4) when the way of sexual appeal is general, the psychological effect of celebrity endorsements is better than that of ordinary people. (5) the psychological effect of celebrity endorsements is better than that of ordinary endorsements when the way of sexual appeal is exposed. (6) in advertising attitude, the main effect of spokesman type and appeal mode is significant, and the interaction effect between sex and appeal mode is significant. When the way of appeal is euphemism, the advertising attitude has the highest score, the general type is the second, and the naked type is the lowest. (7) in terms of product attitude, the main effects of gender, spokesman type and appeal mode were significant, and the interaction effect between gender and appeal mode was significant. The product attitude score was the highest when the appeal style was euphemism, followed by the general type. The bare type was the lowest; (8) in terms of purchasing intention, the main effects of the types of spokesmen and the ways of appeal were significant, the sex of subjects and the types of spokesmen, the gender of subjects and the ways of appealing, and the gender of the subjects; The interaction effect between spokesman type and appeal mode is significant. When the demand mode is euphemism, the purchase intention score is the highest, the general type is the second, and the bare type is the lowest.
【学位授予单位】：长江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B84-05
[Abstract]:Sexual appeal advertising, as an advertising technique, has been praised and criticized. Supporters believe that the use of sexy male and female models or stars as advertising embellishment characters, easy to attract the audience's attention and attention, promote consumer awareness of advertising and products, to achieve good advertising effect. Opponents believe that sexual appeal advertising is easy to cover up the information of the product in the advertisement, will affect the consumer's perception of the product, and is not conducive to achieving good advertising effect. Sex appeal advertising is just rising in our country. Most of the research is based on foreign research. Considering that there are some differences between China's social and cultural environment and foreign countries, in the research of appeal advertising, The actual situation of our country should be taken into account in order to achieve good research results. The research is divided into two experiments. The first experiment is eye movement experiment, which is used to find out the psychological effect of the audience when they watch the advertisement. The second is the advertising cognitive experiment, which is used to confirm the audience's cognitive evaluation of the advertisement and product, and the final purchase intention. Through these two experiments, this paper discusses the psychological effect of sexual appeal advertising in different types of spokesmen and appeal ways. The conclusions are as follows: (1) in the area of interest of the characters, the main effects of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size are significant, and the interaction between fixation time and pupil size is significant; (2) in the area of brand interest, the main effect and interaction of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size were significant; (3) when the way of sexual appeal is euphemism, the psychological effect of celebrity endorsements is better than that of ordinary people, (4) when the way of sexual appeal is general, the psychological effect of celebrity endorsements is better than that of ordinary people. (5) the psychological effect of celebrity endorsements is better than that of ordinary endorsements when the way of sexual appeal is exposed. (6) in advertising attitude, the main effect of spokesman type and appeal mode is significant, and the interaction effect between sex and appeal mode is significant. When the way of appeal is euphemism, the advertising attitude has the highest score, the general type is the second, and the naked type is the lowest. (7) in terms of product attitude, the main effects of gender, spokesman type and appeal mode were significant, and the interaction effect between gender and appeal mode was significant. The product attitude score was the highest when the appeal style was euphemism, followed by the general type. The bare type was the lowest; (8) in terms of purchasing intention, the main effects of the types of spokesmen and the ways of appeal were significant, the sex of subjects and the types of spokesmen, the gender of subjects and the ways of appealing, and the gender of the subjects; The interaction effect between spokesman type and appeal mode is significant. When the demand mode is euphemism, the purchase intention score is the highest, the general type is the second, and the bare type is the lowest.
【学位授予单位】：长江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B84-05
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