【摘要】：在信息時代,企業(yè)為了在激烈競爭中脫穎而出,紛紛邀請名人為其產(chǎn)品代言,甚至不惜出巨資請名人做廣告。日漸增長的巨額代言費用讓許多企業(yè)囊中羞澀,那么名人廣告究竟有沒有起到預(yù)期的效果呢?國內(nèi)對于名人代言廣告的研究主要集中在運用問卷調(diào)查的方式探究消費者對廣告的感受以及評價廣告的有效性。 本研究將先進的眼動技術(shù)和傳統(tǒng)認知評定實驗方式結(jié)合,研究受眾在閱讀名人廣告時的一個完整心理加工流程,為名人廣告測評的研究方法提供一種新思路,試圖找出受眾在閱讀名人廣告時的規(guī)律,從而為科學(xué)設(shè)計名人廣告提供理論依據(jù)。 實驗結(jié)果表明:1.名人代言廣告更吸引受眾的注意力,并且可以通過眼動指標反映;2.名人代言廣告不僅提高被試對廣告圖片的關(guān)注程度,也能增加其對廣告文本的注意;3.名人廣告會提高受眾對廣告的態(tài)度,性別也會影響受眾對廣告的態(tài)度;4.受眾對廣告的注意力受性別影響,男性更為關(guān)注廣告的品牌,而女性更為關(guān)注廣告圖片;5.受眾對廣告中三要素的眼動特征有顯著差異;6.受眾對廣告品牌和文本的記憶效果受性別影響。
[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.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F713.8

【引證文獻】

相關(guān)期刊論文 前3條

1 王士龍;;基于不同競品干擾環(huán)境下的新品平面廣告設(shè)計方案效果的眼動測評[J];東南傳播;2012年11期

2 王士龍;應(yīng)雷;;新品平面廣告不同設(shè)計方案效果的眼動測評實證研究[J];美與時代(上);2012年08期

3 王士龍;應(yīng)雷;;新品平面廣告不同設(shè)計方案效果的眼動測評實證研究[J];藝術(shù)與設(shè)計(理論);2012年09期

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本文編號：2242699