平面广告的加工策略以及导向性和位置的作用

发布时间：2018-06-01 06:04

本文选题：视觉显著 + 知觉相关　；参考：《天津师范大学》2012年硕士论文

【摘要】：在真实场景中,对注意的分配究竟是依据视觉显著性理论还是认知相关理论?对该问题的研究已成为视觉加工研究的热点。本研究试图将真实场景统一为广告图片,控制广告中的产品都出现在语义上合适的位置,将焦点置于应用领域中,探讨在广告场景中究竟是哪些因素影响个体对产品注意的分配和记忆? 本论文共包含了两项实验：实验一以广告为实验材料,采用单因素(目标显著性：高显著、不显著)被试间设计,产品出现的位置平衡,两组被试所看到的广告材料内容是相同的,不同之处就是通过利用Photoshop CS3的处理,使一组目标,即产品,在整幅广告中高显著；使另一组目标在整幅广告中不显著。本实验探讨,对广告中目标注意的分配,究竟是以视觉显著性加工策略为主还是主要依靠认知相关加工策略。实验二依据实验一的结果的基础上加入两个新变量——位置和导向性,采用5(位置：左上、左下、中间、右上、右下)×2(导向性：无、有)混合设计,其中位置是被试内变量,导向性是被试间变量。本实验在理论研究的基础上,试图进行实践上的探索,探讨当目标不显著时,导向性是否对目标的注意起到引导作用以及探讨广告中产品出现的最佳位置。在本论文研究条件下,得出以下结论： (1)对广告图片的自由浏览,主要以视觉显著性加工策略为主,即敏锐性和颜色感知性等图片特性在注视点上起到重要的作用,而不是基于与理解场景意义相关系统的需要。而且,当目标高显著时,也有助于对目标的记忆和再认。 (2)浏览广告过程中,当目标不显著时,导向性有助于引导被试将注意集中在目标上；广告中间位置最容易获得注意,左侧位置比右侧位置更容易被注意；位置与导向性存在交互作用。
[Abstract]:In the real scene, is the distribution of attention based on visual significance theory or cognitive related theory? The research on this problem has become the focus of visual processing research. This study attempts to unify the real scene into advertising pictures, control the products in the advertisement to appear in the appropriate position on the semantics, and focus on the application field. What are the factors that affect the distribution and memory of individual attention to the product in the advertising scene? This thesis consists of two experiments: In experiment one, the advertisement was used as the experimental material, and the content of the advertising material was the same as that of the two groups, using single factor (target significance: high significance, not significant) design among the subjects, and the position of the product appeared balance. The difference is that by using Photoshop CS3, one set of targets, that is, the product, is highly significant in the whole advertisement, and the other group is not significant in the whole advertisement. This experiment explores whether the allocation of target attention in advertising is mainly based on visual salient processing strategies or mainly depends on cognitive related processing strategies. Experiment 2 adds two new variables, position and orientation, based on the results of experiment 1, and adopts a 5 (position: upper left, lower left, middle, upper right, lower right) 脳 2 (guidance: nil, have) hybrid design, in which the position is a variable in the subject. Orientation is a variable between subjects. On the basis of theoretical research, this experiment attempts to explore in practice whether the orientation plays a leading role in the attention of the target and the best position of the product appearing in the advertisement when the target is not significant. Under the conditions of this thesis, the following conclusions are drawn: 1) Free browsing of advertising images is mainly based on the visual salience processing strategy, that is, sharpness and color perception play an important role in the fixation point, rather than the need of the system related to understanding the meaning of the scene. Moreover, when the goal is high and prominent, it also helps to remember and recognize the target. (2) in the process of browsing advertisement, when the target is not significant, the orientation helps to guide the subjects to focus on the target, the middle position of the advertisement is the easiest to get attention, the left position is easier to be noticed than the right position; There is interaction between position and orientation.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：B849

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