名人代言广告效果的眼动测评研究
发布时间：2018-09-14 12:21
【摘要】：在信息时代,企业为了在激烈竞争中脱颖而出,纷纷邀请名人为其产品代言,甚至不惜出巨资请名人做广告。日渐增长的巨额代言费用让许多企业囊中羞涩,那么名人广告究竟有没有起到预期的效果呢?国内对于名人代言广告的研究主要集中在运用问卷调查的方式探究消费者对广告的感受以及评价广告的有效性。 本研究将先进的眼动技术和传统认知评定实验方式结合,研究受众在阅读名人广告时的一个完整心理加工流程,为名人广告测评的研究方法提供一种新思路,试图找出受众在阅读名人广告时的规律,从而为科学设计名人广告提供理论依据。 实验结果表明:1.名人代言广告更吸引受众的注意力,并且可以通过眼动指标反映;2.名人代言广告不仅提高被试对广告图片的关注程度,也能增加其对广告文本的注意;3.名人广告会提高受众对广告的态度,性别也会影响受众对广告的态度;4.受众对广告的注意力受性别影响,男性更为关注广告的品牌,而女性更为关注广告图片;5.受众对广告中三要素的眼动特征有显著差异;6.受众对广告品牌和文本的记忆效果受性别影响。
[Abstract]:In the information age, in order to stand out in the fierce competition, enterprises invite celebrities to endorse their products. Many companies are running out of money because of the growing costs of endorsements, so does celebrity advertising have the desired effect? Domestic research on celebrity endorsements mainly focuses on the use of questionnaires to explore the feelings of consumers to advertising and evaluate the effectiveness of advertising. This study combines the advanced eye movement technology with the traditional cognitive assessment experiment to study a complete psychological process of audience reading celebrity advertisements, and provides a new way for the research methods of celebrity advertising evaluation. This paper tries to find out the law of audience reading celebrity advertisement and provide theoretical basis for scientific design of celebrity advertisement. The result of the experiment shows that 1: 1. Celebrity endorsements attract the attention of the audience and can be reflected by eye movement indicators. Celebrity endorsement ads not only enhance the subjects' attention to the advertising pictures, but also increase their attention to the advertising text. Celebrity advertising will improve the audience's attitude towards advertising, gender will also affect the audience's attitude towards advertising. The audience's attention to advertising is influenced by gender, with men paying more attention to advertising brands and women paying more attention to advertising pictures. The audience has significant difference in eye movement characteristics of the three elements in advertising. The effect of audience memory on advertising brand and text is influenced by gender.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8
本文编号：2242699
[Abstract]:In the information age, in order to stand out in the fierce competition, enterprises invite celebrities to endorse their products. Many companies are running out of money because of the growing costs of endorsements, so does celebrity advertising have the desired effect? Domestic research on celebrity endorsements mainly focuses on the use of questionnaires to explore the feelings of consumers to advertising and evaluate the effectiveness of advertising. This study combines the advanced eye movement technology with the traditional cognitive assessment experiment to study a complete psychological process of audience reading celebrity advertisements, and provides a new way for the research methods of celebrity advertising evaluation. This paper tries to find out the law of audience reading celebrity advertisement and provide theoretical basis for scientific design of celebrity advertisement. The result of the experiment shows that 1: 1. Celebrity endorsements attract the attention of the audience and can be reflected by eye movement indicators. Celebrity endorsement ads not only enhance the subjects' attention to the advertising pictures, but also increase their attention to the advertising text. Celebrity advertising will improve the audience's attitude towards advertising, gender will also affect the audience's attitude towards advertising. The audience's attention to advertising is influenced by gender, with men paying more attention to advertising brands and women paying more attention to advertising pictures. The audience has significant difference in eye movement characteristics of the three elements in advertising. The effect of audience memory on advertising brand and text is influenced by gender.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8
【引证文献】
相关期刊论文 前3条
1 王士龙;;基于不同竞品干扰环境下的新品平面广告设计方案效果的眼动测评[J];东南传播;2012年11期
2 王士龙;应雷;;新品平面广告不同设计方案效果的眼动测评实证研究[J];美与时代(上);2012年08期
3 王士龙;应雷;;新品平面广告不同设计方案效果的眼动测评实证研究[J];艺术与设计(理论);2012年09期
，本文编号：2242699
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