平面广告有效性检验方法中的眼动评价

发布时间：2018-02-04 18:55

本文关键词： 因素分析统计学广告运动(Exercise)　出处：《中国临床康复》2006年26期 　论文类型：期刊论文

【摘要】：目的:广告的有效性受很多因素的影响,本文就从心理学眼动研究的角度对各影响因素进行论述,以期对广告的设计以及有效性研究提供更为准确可靠的依据。资料来源:应用计算机检索Ebsco,Elvesier,KluwerOnline,Proquest等数据库1979-01/2005-12有关广告研究和眼动研究的文章。检索词“advertising,ads,advertisement,scanpath,picture,scene,print,eyemove-ment,visualresearch”等,并限定文章语言种类为English。同时在中国期刊网检索相关文章,并限定文章语言类型为中文,检索词为“广告,眼动,视觉搜索,扫描路径”等。另外在校图书馆和系图书室手工查找相关文献。资料选择:选取实验包括广告和眼动研究的相关文献,进行初审,删除明显不包含广告有效性研究的文章,然后查找余下的文献全文,进一步判断是否为关于广告有效性的眼动研究。纳入标准:①关于广告的有效性研究,无论是位置、颜色还是大小、布局等。②从眼动的角度进行的研究,而非其他角度,比如脑电、美学等。资料提炼:共检索28篇关于研究广告有效性的眼动研究,17篇符合标准。排除的11篇文献中,其中4篇是因重复的同一实验,5篇为广告的情绪对广告记忆效果的研究,2篇是元分析研究。资料综合:平面广告包含3个元素:图片元素、品牌元素和文本元素。影响广告有效性的因素很多,包括广告的大小、颜色、位置、插图。还包括其他影响因素,比如广告的信息量、消费者的卷入程度,甚至声音也会对广告效果产生影响。结论:影响广告有效性的因素很多,除了广告的大小、颜色、位置、插图,还有很多因素需要考虑。巧妙的把心理学研究成果应用于广告设计中无疑会达到更好的宣传效果。
[Abstract]:Objective: the effectiveness of advertising is affected by many factors. This paper discusses the influencing factors from the perspective of psychological eye movement research. In order to provide a more accurate and reliable basis for the study of the design and effectiveness of advertising. Data sources: Ebscok Elvesiern KluwerOnline. Articles on advertising and eye movement research in Proquest and other databases 1979-01 / 2005-12. AdvertisementScan-pathn PictureSceneto printemove-ment. Visualresearch, etc., and limited the language of articles to English. At the same time, the relevant articles are searched on the china journal network, and the language types of articles are limited to Chinese. The key words are "advertisement, eye movement, visual search, scanning path" and so on. In addition, the school library and department library manually search the relevant documents. Data selection: selection of relevant documents including advertising and eye movement research. Conduct a preliminary review, delete articles that clearly do not include research on the effectiveness of advertising, and then look for the rest of the literature. To further determine whether it is an eye movement study on the effectiveness of advertising. Include the research on the effectiveness of advertising from the point of view of eye movement, whether it is location, color, size, layout, etc. Not from other angles, such as EEG, aesthetics, etc. Data extraction: a total of 28 eye movement studies on the effectiveness of advertising were retrieved. 17 of the 11 articles excluded were found to meet the criteria. Four of them are the result of the same experiment and the other two are meta-analysis. Data synthesis: print advertising contains three elements: picture elements. Brand elements and text elements. There are many factors that affect the effectiveness of advertising, including the size, color, location, illustrations, and other factors, such as the amount of advertising information, consumer involvement. Conclusion: there are many factors that affect the effectiveness of advertising, except the size, color, location and illustrations of advertisements. There are still many factors to consider. Applying psychological research results to advertising design will undoubtedly achieve better publicity results.
【作者单位】：首都师范大学心理系首都师范大学心理系
【分类号】：F713.8
【正文快照】： 0引言随着经济的繁荣和社会的发展,广告在人们的生活中无处不在。面对愈演愈烈的市场,商家们对广告的投入也是成比例的增长,各商家正在绞尽脑汁的通过广告进行无孔不入的宣传。然而,在巨额投资之后,广告是否能达到预期的销售效果呢?在众多的商品广告中,如何能让消费者记住商品

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