网络广告形式与注意水平对网络广告记忆的影响
发布时间：2018-10-11 18:46
【摘要】：网络广告于1994年10月4日出现至今，其效果一直受到大家的质疑。随着科技的发展，网络广告设计的形式变得多种多样，但网络广告表现形式是否影响和加深人们对广告的记忆，从而提高广告的效果，至今还是个疑惑。 不同形式的网络广告在有意注意与无意注意条件下记忆的效果是否存有差异，不同形式的网络广告在有意注意与无意注意条件下记忆效果如何，，这些问题都是当今网络广告所关心的问题。 本研究以大学生为被试，采用模糊统计和肯定度测量的评价再认法，利用模拟网页，采用当今网络广告主流的三种形式：Banner广告、动态图标广告和弹跳式广告，考察在无意注意和有意注意条件下回忆的效果，研究发现，不同形式的网络广告在无意注意下回忆效果不论在广告知名度的水平高低，都存有显著差异。回忆的效果：弹跳式广告＞Banner广告＞动态图标广告；不同形式的网络广告在有意注意下记忆效果不论在广告知名度的水平高低，差异都不显著；有意注意下的记忆效果与无意注意下的记忆效果差异显著，有意注意下的回忆效果更好。 这些研究的结果对于丰富网络广告认知研究的理论，提高广告的效果都具有一定的理论意义和实践意义。
[Abstract]:Network advertisement appeared on October 4, 1994, its effect has been questioned by everybody all the time. With the development of science and technology, the forms of network advertisement design have become various, but whether the expression form of network advertisement affects and deepens people's memory of advertisement, so as to improve the effect of advertisement, is still a doubt up to now. Whether there are differences in the effect of memory between different forms of online advertisements under the condition of intentional attention and unintentional attention, and how the effect of memory of different forms of online advertisements is under the condition of intentional attention and unintentional attention? These problems are the concern of today's network advertising. This study takes college students as subjects, adopts fuzzy statistics and evaluation recognition method of certainty measurement, uses simulated web pages, and adopts three main forms of online advertising: Banner advertising, dynamic icon advertising and bouncing advertising. After examining the effect of recall under the condition of unintentional attention and intentional attention, it is found that there are significant differences in the recall effect of different forms of online advertising under the condition of unintentional attention, regardless of the level of advertising popularity. Recall effect: pop-up advertising > Banner advertising > dynamic icon advertising; different forms of online advertising in the intentional attention under the memory effect, regardless of the level of advertising popularity, the difference is not significant; The memory effect of intentional attention was significantly different from that of unintentional attention, and the recall effect of intentional attention was better. The results of these studies have certain theoretical and practical significance for enriching the theory of online advertising cognitive research and improving the effect of advertising.
【学位授予单位】：首都师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：B842.2
本文编号：2264860
[Abstract]:Network advertisement appeared on October 4, 1994, its effect has been questioned by everybody all the time. With the development of science and technology, the forms of network advertisement design have become various, but whether the expression form of network advertisement affects and deepens people's memory of advertisement, so as to improve the effect of advertisement, is still a doubt up to now. Whether there are differences in the effect of memory between different forms of online advertisements under the condition of intentional attention and unintentional attention, and how the effect of memory of different forms of online advertisements is under the condition of intentional attention and unintentional attention? These problems are the concern of today's network advertising. This study takes college students as subjects, adopts fuzzy statistics and evaluation recognition method of certainty measurement, uses simulated web pages, and adopts three main forms of online advertising: Banner advertising, dynamic icon advertising and bouncing advertising. After examining the effect of recall under the condition of unintentional attention and intentional attention, it is found that there are significant differences in the recall effect of different forms of online advertising under the condition of unintentional attention, regardless of the level of advertising popularity. Recall effect: pop-up advertising > Banner advertising > dynamic icon advertising; different forms of online advertising in the intentional attention under the memory effect, regardless of the level of advertising popularity, the difference is not significant; The memory effect of intentional attention was significantly different from that of unintentional attention, and the recall effect of intentional attention was better. The results of these studies have certain theoretical and practical significance for enriching the theory of online advertising cognitive research and improving the effect of advertising.
【学位授予单位】：首都师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：B842.2
【引证文献】
相关期刊论文 前1条
1 苏林森;;网络广告效果评估的现状、问题与修正[J];西南民族大学学报(人文社会科学版);2011年10期
相关硕士学位论文 前2条
1 舒畅;网络广告创意的美学探蠡[D];武汉纺织大学;2010年
2 毛锦斌;基于消费者因素的网络广告效果实证分析[D];华中科技大学;2011年
本文编号：2264860
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