广告押韵诗句情绪愉悦效应的眼动研究
发布时间：2019-03-15 22:06
【摘要】：本研究采用两个实验检验广告诗句的情绪愉悦效应。实验1以自定步速阅读的刺激呈现方法,以视觉通道和听觉通道比较一般广告句子与押韵广告诗句对人情绪的影响,结果发现押韵广告诗句比一般广告句子更容易形成积极的情绪心理表征,可以产生微笑效应。实验2检测广告诗句情绪愉悦效应具体出现的位置,结果发现押韵广告诗句的第二句比第一句、第四句比第三句对人情绪的影响更大,即产生更大的微笑效应。无论通过听觉通道、视觉通道还是眼睛跟踪,人都能够推断出押韵广告诗句的情绪状态,并且能够随着广告诗句语义的变化而让情绪发生变化。我们在诗句"幽默"理论的框架中讨论本研究的结果。
[Abstract]:In this study, two experiments were conducted to test the emotional pleasure effect of advertising verses. Experiment 1 uses self-paced reading stimulation presentation method to compare the effects of general advertising sentence and rhyming ad verse on human emotion with visual channel and auditory channel. The results show that rhyming ad sentences are more likely to form positive emotional and psychological representations than general advertising sentences, and can produce smile effect. In experiment 2, it was found that the second sentence and the fourth sentence had more influence on people's emotion than the first sentence and the fourth sentence, that is to say, the smile effect was greater than that of the second sentence and the third sentence, when the emotional pleasure effect of advertising verse was found to be more specific than that of the first sentence and the third sentence. No matter through auditory channel, visual channel or eye tracking, one can infer the emotional state of rhyming ad verse, and can make the emotion change with the semantic change of ad verse. We discuss the results of this study in the framework of the theory of humor.
【作者单位】： 对外经济贸易大学;澳洲国立大学;北京第二外国语学院;山西财经大学;
【基金】：北京市社科重点项目“北京与纽约街面广告视觉效果的眼动研究:基于转喻和隐喻的眼动实证”(16YYA005) 北京市朝阳区协同项目“企业网页广告效果研究”(CYXC1516)的阶段性成果
【分类号】：H136
本文编号：2441023
[Abstract]:In this study, two experiments were conducted to test the emotional pleasure effect of advertising verses. Experiment 1 uses self-paced reading stimulation presentation method to compare the effects of general advertising sentence and rhyming ad verse on human emotion with visual channel and auditory channel. The results show that rhyming ad sentences are more likely to form positive emotional and psychological representations than general advertising sentences, and can produce smile effect. In experiment 2, it was found that the second sentence and the fourth sentence had more influence on people's emotion than the first sentence and the fourth sentence, that is to say, the smile effect was greater than that of the second sentence and the third sentence, when the emotional pleasure effect of advertising verse was found to be more specific than that of the first sentence and the third sentence. No matter through auditory channel, visual channel or eye tracking, one can infer the emotional state of rhyming ad verse, and can make the emotion change with the semantic change of ad verse. We discuss the results of this study in the framework of the theory of humor.
【作者单位】： 对外经济贸易大学;澳洲国立大学;北京第二外国语学院;山西财经大学;
【基金】：北京市社科重点项目“北京与纽约街面广告视觉效果的眼动研究:基于转喻和隐喻的眼动实证”(16YYA005) 北京市朝阳区协同项目“企业网页广告效果研究”(CYXC1516)的阶段性成果
【分类号】：H136
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