發(fā)布時(shí)間：2018-10-11 18:46

【摘要】：網(wǎng)絡(luò)廣告于1994年10月4日出現(xiàn)至今，其效果一直受到大家的質(zhì)疑。隨著科技的發(fā)展，網(wǎng)絡(luò)廣告設(shè)計(jì)的形式變得多種多樣，但網(wǎng)絡(luò)廣告表現(xiàn)形式是否影響和加深人們對廣告的記憶，從而提高廣告的效果，至今還是個(gè)疑惑。 不同形式的網(wǎng)絡(luò)廣告在有意注意與無意注意條件下記憶的效果是否存有差異，不同形式的網(wǎng)絡(luò)廣告在有意注意與無意注意條件下記憶效果如何，，這些問題都是當(dāng)今網(wǎng)絡(luò)廣告所關(guān)心的問題。 本研究以大學(xué)生為被試，采用模糊統(tǒng)計(jì)和肯定度測量的評價(jià)再認(rèn)法，利用模擬網(wǎng)頁，采用當(dāng)今網(wǎng)絡(luò)廣告主流的三種形式：Banner廣告、動態(tài)圖標(biāo)廣告和彈跳式廣告，考察在無意注意和有意注意條件下回憶的效果，研究發(fā)現(xiàn)，不同形式的網(wǎng)絡(luò)廣告在無意注意下回憶效果不論在廣告知名度的水平高低，都存有顯著差異。回憶的效果：彈跳式廣告＞Banner廣告＞動態(tài)圖標(biāo)廣告；不同形式的網(wǎng)絡(luò)廣告在有意注意下記憶效果不論在廣告知名度的水平高低，差異都不顯著；有意注意下的記憶效果與無意注意下的記憶效果差異顯著，有意注意下的回憶效果更好。 這些研究的結(jié)果對于豐富網(wǎng)絡(luò)廣告認(rèn)知研究的理論，提高廣告的效果都具有一定的理論意義和實(shí)踐意義。
[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.
【學(xué)位授予單位】：首都師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：B842.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 蘇林森;;網(wǎng)絡(luò)廣告效果評估的現(xiàn)狀、問題與修正[J];西南民族大學(xué)學(xué)報(bào)(人文社會科學(xué)版);2011年10期

相關(guān)碩士學(xué)位論文 前2條

1 舒暢;網(wǎng)絡(luò)廣告創(chuàng)意的美學(xué)探蠡[D];武漢紡織大學(xué);2010年

2 毛錦斌;基于消費(fèi)者因素的網(wǎng)絡(luò)廣告效果實(shí)證分析[D];華中科技大學(xué);2011年

本文編號：2264860