【摘要】：在移動(dòng)互聯(lián)網(wǎng)時(shí)代,如何通過形象直觀的視頻廣告將消費(fèi)者注意力轉(zhuǎn)移到產(chǎn)品和品牌中來,是廣告界一直在研究的問題。視頻廣告中諸多元素之一的字幕是否有助于視頻廣告的加工過程和效果傳播,在廣告研究領(lǐng)域還未有統(tǒng)一的結(jié)論。針對以上問題,本文設(shè)計(jì)了兩個(gè)實(shí)驗(yàn),分別從產(chǎn)品卷入度和感知風(fēng)格兩個(gè)方面說明。實(shí)驗(yàn)一研究產(chǎn)品卷入度與字幕在視頻廣告加工過程和效果中的作用。眼動(dòng)研究發(fā)現(xiàn),在觀看廣告時(shí),高卷入度產(chǎn)品比低卷入度產(chǎn)品產(chǎn)生了更多的回視次數(shù)、注視次數(shù)和注視時(shí)間;有字幕的廣告比無字幕的廣告產(chǎn)生了更多的回視次數(shù)和注視時(shí)間。更重要的是,產(chǎn)品卷入度與字幕在對產(chǎn)品的注視次數(shù)和注視時(shí)間存在顯著的交互效應(yīng),表現(xiàn)在加入字幕的高產(chǎn)品卷入度視頻廣告對產(chǎn)品的加工過程優(yōu)于無字幕的高產(chǎn)品卷入度視頻廣告;在廣告效果評估中,有字幕的高產(chǎn)品卷入度視頻廣告?zhèn)鞑バЧ麅?yōu)于無字幕的高產(chǎn)品卷入度視頻廣告。在實(shí)驗(yàn)一基礎(chǔ)上,實(shí)驗(yàn)二進(jìn)一步研究感知風(fēng)格與字幕在視頻廣告效果中的作用。眼動(dòng)研究發(fā)現(xiàn),在觀看廣告時(shí),加入字幕的廣告比無字幕廣告產(chǎn)生了更多的回視次數(shù)和注視時(shí)間;視覺型的人觀看廣告比聽覺型的人產(chǎn)生更多的回視次數(shù)和注視時(shí)間。更重要的是,感知風(fēng)格與字幕在回視次數(shù)、注視次數(shù)與注視時(shí)間上具有顯著的交互效應(yīng),表現(xiàn)在視覺型被試觀看帶有字幕的視頻廣告加工過程優(yōu)于觀看無字幕的視頻廣告;在廣告效果評估中,視覺型被試觀看有字幕產(chǎn)生的廣告?zhèn)鞑バЧ麅?yōu)于觀看無字幕的視頻廣告。以上兩組實(shí)驗(yàn)一致表明:高產(chǎn)品卷入度的視頻廣告加工過程和傳播效果優(yōu)于低產(chǎn)品卷入度視頻廣告;有字幕的視頻廣告加工過程優(yōu)于無字幕的視頻廣告;視覺型觀眾對視頻廣告的加工過程優(yōu)于聽覺型觀眾;有字幕的高產(chǎn)品卷入度視頻廣告產(chǎn)品的加工過程和傳播效果優(yōu)于無字幕的高產(chǎn)品卷入度視頻廣告;視覺型觀眾觀看有字幕的視頻廣告的加工過程和傳播效果優(yōu)于觀看無字幕的視頻廣告。
[Abstract]:In the era of mobile Internet, how to transfer consumers' attention to products and brands through visual video advertising is a problem that has been studied in the advertising field. There is no uniform conclusion in the field of advertising whether subtitles of one of the elements in video advertising are helpful to the processing process and effect propagation of video advertisements. In order to solve the above problems, two experiments are designed in this paper, including product involvement and perceptual style. Experiment 1 studies the role of product involvement and subtitle in the process and effect of video advertisement processing. Eye movement study found that when watching advertisements, the high involvement products produced more times of return, fixation times and fixation time than the low involvement products, and the subtitles of advertisements produced more times and fixation times than those without captions. More importantly, there was a significant interaction between product involvement and captions in terms of the number of fixation times and the fixation time of the product. The results show that the processing process of high product involvement video advertisement with subtitles is better than that of high product involvement video advertisement without subtitle. The spread effect of high product involvement video advertisement with captions is better than that with high product involvement video advertisement without subtitle. On the basis of experiment 1, experiment 2 further studies the role of perceptual style and subtitle in video advertising. Eye movement research found that the advertising with subtitles produced more times and fixation time than those without subtitles, while the visual type produced more times and fixation time than the auditory ones. More importantly, perceptual style and subtitles have significant interactive effects on the number of times of return, the number of fixation and the time of fixation, which shows that the processing process of visual subjects watching video advertisements with subtitles is better than that of watching video advertisements without captions. In the evaluation of advertising effect, visual subjects were better than those who watched video advertisements without subtitles. The two groups of experiments show that the processing process and transmission effect of video advertisement with high product involvement is superior to that of video advertisement with low product involvement, the process of video advertisement with subtitle is better than that with video advertisement without subtitle. The processing process of visual audience is superior to that of auditory audience, the processing process and transmission effect of high product involvement video advertising product with subtitles is better than that of high product involvement video advertisement without subtitle. Visual viewers can process and spread video advertisements with subtitles better than those without subtitles.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842

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