平面性诉求广告认知加工与情绪唤起的ERP研究

发布时间：2018-09-01 11:40

【摘要】：自性诉求广告从欧美传入国内以来，其运用一直备受争议，一方面广告人利用其吸引人眼球的特性大做文章，另一方面社会舆论对其又褒贬不一。性诉求广告本是以对艺术和美的追求为出发点，但若使用不当会沦为低俗的色情广告，运用尺度需要谨慎拿捏。近年来学术界对性诉求广告效应研究很多，有学者认为其能迅速吸引受众注意。但也有学者提出，，性感模特的吸引力会转移受众注意力，而达不到广告最初的目的：产品和品牌的宣传。也有研究表明，虽然受众对性诉求广告外显记忆受影响，但内隐记忆优于非性诉求广告。本研究突破以往对广告效应的测量，从脑机制的角度，对受众加工广告过程进行解析。从广告性感程度、模特性别和受众性别三个维度，研究不同性别受众在观看不同性别模特代言的性诉求和非性诉求广告时的认知过程和情绪唤起，探讨各种广告的不同效应以应用于广告设计。结果表明：（1）性诉求广告吸引受众注意的程度显著高于非性诉求广告。（2）受众对性诉求广告投入的记忆资源,初期（500ms~1000ms）显著高于非性诉求广告，但中期(1000ms~1500ms)和后期(1500ms~2000ms)无显著差异。（3）女性模特代言的广告吸引受众注意的程度显著高于男性模特代言的广告。（4）受众在观看女性模特代言的广告时投入的记忆资源,初期（500ms~1000ms）显著高于男性模特代言广告，中期(1000ms~1500ms)和后期(1500ms~2000ms)差异不显著。（5）性诉求广告对受众的情绪唤醒度显著高于非性诉求广告。（6）女性模特代言的广告对受众情绪唤醒度显著高于男性模特代言广告。
[Abstract]:Since it was introduced into China from Europe and America, its application has been controversial. On the one hand, advertisers make a great deal of use of its eye-catching characteristics, on the other hand, the public opinion has different opinions on it. Sexual appeal advertising is based on the pursuit of art and beauty, but if it is not used properly, it will become vulgar pornographic advertising. In recent years, there is a lot of academic research on the effect of sexual appeal advertising, some scholars think that it can attract the attention of the audience quickly. But some scholars argue that the appeal of sexy models can distract the audience and fail to achieve the original purpose of advertising: product and brand promotion. Some studies have also shown that, although explicit memory of sexual appeal advertising is affected, implicit memory is better than non-sexual appeal advertising. This study breaks through the previous measurement of advertising effect and analyzes the process of processing advertising from the perspective of brain mechanism. From the three dimensions of sex appeal, model gender and audience gender, the cognitive process and emotional arousal of sexual appeal and non-sexual appeal advertising by different gender audience were studied. This paper probes into the different effects of various advertisements in order to apply them to the design of advertisements. The results showed that: (1) sexual appeal advertising attracted the attention of the audience significantly higher than that of non-sexual appeal advertising. (2) the memory resources invested by the audience in sexual appeal advertising were significantly higher than those in non-sexual appeal advertising in the initial stage (500ms~1000ms). However, there was no significant difference between 1000ms~1500ms and 1500ms~2000ms. (3) female model endorsements attracted more attention than male models. (4) the audience was watching female model endorsements. The memory resources invested in, 500ms~1000ms was significantly higher than male model endorsements, There was no significant difference between 1000ms~1500ms and 1500ms~2000ms. (5) the emotional arousal degree of sexual appeal advertising was significantly higher than that of non-sexual appeal advertising. (6) female models' endorsements had significantly higher emotional arousal than men's. Sexual model endorsements.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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