体育比赛电视直播广告观众的辨识率研究

发布时间：2018-03-31 16:56

本文选题：广告曝光频次　切入点：广告辨识率　出处：《上海体育学院》2011年硕士论文

【摘要】：随着体育产业研究的不断深入,人们对于体育和经济效益相结合的课题更为关注,而对于体育赛事背景广告的研究也逐渐获得了广泛的重视。对于体育赛事背景广告和专题广告的研究无论是在国内还是在国外都属于比较新颖的课题,研究者们都力求用更新、更准确的方法来突破传统广告心理学研究过程中的种种弊端,并因此而催生出了许多有益的尝试。在很大程度上,逐渐打破了过去非实证主义和商业化的研究倾向,而开始更多地考虑体育比赛自身特点和广告心理学研究领域相结合的综合方法,充分发挥两个专业领域的专业所长,用应用心理学的有关理论和体育训练学的有关知识,更为全面和客观地解决体育赛事广告的实际需要。广告心理学和体育赛事越来越紧密地联系起来,为体育运动领域以及广告心理学领域都提供了有益的尝试。本研究的实验部分采用内隐态度测验和外显再认问卷相结合的方法,兼顾广告学和消费者行为学特点以及应用心理学研究的严谨性。采用2×2×3×6的多因素混合实验设计: 自变量为:广告曝光频次、性别、广告内容、广告类型; 因变量为:广告再认正确率,广告内隐态度分数D值。以探究影响广告再认效果和内隐态度变化的主要因素,并探索商业和经济领域实际应用的可能性。结果显示:1.广告类型和广告内容的不同会对再认正确率产生显著影响; 2.广告类型和内容的不同也会对内隐态度产生重要影响;3.图形广告能在较少的曝光次数下首先先提升观众的内隐态度,而文字广告对于观众内隐态度的提升效果最为持久,字母广告对于观众内隐态度的提升效果并不显著;4.由于语义的不同,汉字广告在辨识率和内隐态度上都显著好于字母和图形广告;5.以曝光频次、广告类型和广告内容建立的多元回归方程可以对专题广告和背景广告的再认效果转换进行有效预测,具有一定商业意义;6.性别因素对广告辨识率和内隐态度变化没有显著作用。
[Abstract]:With the development of sports industry, people pay more attention to the combination of sports and economic benefits, and the background advertising of sports events has been paid more and more attention.The research on background advertising and special advertising for sports events is a relatively new topic both at home and abroad, and researchers are trying to update it.More accurate methods to break through the traditional advertising psychology in the process of various drawbacks, and thus gave birth to a lot of beneficial attempts.To a large extent, it has gradually broken away from the past tendency of non-positivism and commercialization, and began to consider more comprehensive methods of combining the characteristics of sports competitions with the research field of advertising psychology.It is necessary to give full play to the specialty of the two professional fields and use the relevant theories of applied psychology and the relevant knowledge of sports training to solve the actual needs of sports events advertisement in a more comprehensive and objective way.Advertising psychology and sports events are more and more closely linked, providing a useful attempt for the field of sports and advertising psychology.In the experiment part of this study the implicit attitude test and explicit recognition questionnaire were used to combine the characteristics of advertising and consumer behavior and the rigor of applied psychology.A 2 脳 2 脳 3 脳 6 multi-factor mixed experimental design was used.The independent variables are: advertising exposure frequency, gender, advertising content, advertising type;The dependent variables are: correct recognition rate, implicit attitude score D value.In order to explore the main factors that affect the effect of advertising recognition and the change of implicit attitude, and explore the commercial and economic fields of practical application possibilities.The result is 1: 1.The difference of advertising type and content will have a significant impact on recognition accuracy;2.Different advertising types and content will also have an important impact on implicit attitudes.Graphic advertising can first improve the implicit attitude of the audience with less exposure, but the effect of text advertising on the implicit attitude of the audience is the most lasting, and the effect of alphabetic advertising on the implicit attitude of the audience is not significant.Because of the difference of semantics, the recognition rate and implicit attitude of Chinese character advertisement are better than that of alphabetic and graphic advertisement.The multivariate regression equation established by exposure frequency, advertisement type and advertising content can effectively predict the recognition effect conversion of special ad and background advertisement, which has certain commercial significance.Gender factors have no significant effect on the change of advertising recognition rate and implicit attitude.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G80-05;G223

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