幽默平面广告适用性的眼动研究

发布时间：2018-01-20 15:20

本文关键词： 幽默广告产品颜色矩阵平衡设计眼动　出处：《心理与行为研究》2013年06期 　论文类型：期刊论文

【摘要】：为了探讨哪一类别商品的平面广告更适合于采用幽默诉求方式,研究随机选取64名大学生为被试,以产品颜色矩阵(Product Color Matrix)为商品的分类标准选取了八种具有代表性的商品,并对应改编了16则平面广告,以广告类型(幽默,事实性)、商品类别(白色商品、红色商品、黄色商品和蓝色商品)为自变量,以广告评价、广告顺序为协变量,以商品印象、喜爱程度、购买意向、眼动指标(首次进入时间、注视时间密度、注视空间密度)为因变量,进行平衡设计实验。通过传统自评和眼动指标表明,幽默平面广告可以提高具有功能性和低风险的蓝色商品的记忆效果,在幽默广告中被试更关注广告图片,而事实性广告中被试更关注广告词。
[Abstract]:In order to explore which kind of commodity print advertising is more suitable for adopting humor appeal, 64 college students were randomly selected as subjects. Based on the product color matrix Product Color Matrix, eight representative commodities were selected and 16 print advertisements were adapted. Type of advertising (humor, fact, commodity categories (white goods, red goods, yellow goods and blue goods) as independent variables, advertising evaluation, advertising order as covariables, commodity impression, degree of love. Purchase intention, eye movement index (first entry time, fixation time density, fixation space density) as dependent variables, the balance design experiment, through the traditional self-evaluation and eye movement indicators show. Humor print advertising can improve the memory effect of blue commodities with function and low risk. In humorous advertisements subjects pay more attention to advertising pictures while in factual advertisements they pay more attention to advertising words.
【作者单位】：闽南师范大学应用心理研究所;苏州大学教育学院;
【基金】：福建省教育厅A类社会科学研究项目(JA11188S)的资助
【分类号】：F713.8;B842
【正文快照】： 1问题提出许多研究(Eisend,2011,2009;Beard,2005;WeinbergerGulas,1992)表明,有近四分之一的广告使用幽默诉求。Eisend(2009)发现幽默广告能引起受众的注意,产生积极的情感、降低消极情感,提高购买意向(purchase intention),并提升广告态度(attitude towards the ad,AAD)和

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