影视节目内容特征对性诉求广告心理效果的影响

发布时间：2018-11-20 18:10

【摘要】：不管广告放在哪里，其最主要的目的就是吸引观众的注意力，以促进产品的售卖。一个广告的效益不仅取决于广告本身的质量，也与广告所处的节目环境息息相关。以前很多学者针对广告的环境变量进行过研究，却产生了不一致的结果。广告与节目环境之间的相互作用会对广告心理效果产生影响，那么，性诉求广告适合放在什么样的节目背景中呢？此文将结合主观评价方法和客观测量方法给出答案。本研究分为两个部分，，实验一采用2*2混合实验设计，选取180名被试，用主观评定法探讨影视节目内容特征（含性内容和不含性内容）和广告特征（性诉求和非性诉求）的一致性效果。结果表明：（1）被试更喜欢非性诉求广告；（2）被试对非性诉求广告的商标回忆效果更好；（3）影视节目特征和广告特征一致情况下被试更喜欢该广告品牌。实验二选取43名被试，用眼动仪进行实验，探讨产生实验一结果的可能原因，探究影视节目内容特征和广告元素（模特和产品）共同作用下的广告心理效果。结果表明：（1）性诉求广告更加吸引被试的注意；（2）在性诉求广告中，性感模特远比产品更受关注；（3）在含性内容影视节目背景下，有助于广告商标的记忆。
[Abstract]:Regardless of where the advertisement is placed, its primary purpose is to attract the attention of the audience to promote the sale of products. The effectiveness of an advertisement depends not only on the quality of the advertisement itself, but also on the programming environment in which the advertisement is located. In the past, many scholars have studied the environmental variables of advertising, but have produced inconsistent results. The interaction between advertising and programming environment will have an impact on the psychological effects of advertising. This paper will combine subjective evaluation method and objective measurement method to give the answer. This study is divided into two parts. The first experiment was designed with a mixed design of 2x2, and 180 subjects were selected. This paper discusses the consistency effect of the content features (including sexual content and non-sexual content) and advertising features (sexual appeal and non-sexual appeal) of film and television programs by subjective evaluation method. The results show that: (1) the subjects prefer the non-sexual appeal advertising; (2) the subjects have better recall effect on the trademark of the non-sexual appeal ads; (3) the subjects prefer the advertising brand when the features of the film and television programs are consistent with the advertising features. In the second experiment, 43 subjects were selected and the possible causes of the results were discussed with eye movement instrument, and the psychological effects of advertising were explored under the joint action of the content features of film and television programs and advertising elements (models and products). The results show that: (1) sexual appeal advertisements attract more attention from the subjects; (2) in sexual appeal advertisements, sexy models are far more concerned than products; (3) under the background of TV programs with sexual content, it is helpful to remember advertising trademarks.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.80

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