本文關(guān)鍵詞： 電視插播廣告效果 位置 時長 注意 記憶 態(tài)度　出處：《南京師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著大眾傳媒的普及,電視成為人們接觸最多的大眾媒介。從其誕生之初,電視就成為廣告主投放廣告的理想之地。但是,隨著市場經(jīng)濟(jì)競爭的日益激烈,媒體對電視節(jié)目收視率的過度神話,導(dǎo)致越來越多的廣告主在投放廣告時,過度依賴節(jié)目收視率,只要節(jié)目收視率高,便斥巨資進(jìn)行廣告投放。這種盲目追隨收視率,未能理性分析,忽視受眾接觸電視插播廣告時心理變化的行為,在很大程度上,影響廣告效果的達(dá)成,浪費(fèi)高昂的廣告費(fèi)。因此,本論文從受眾對電視插播廣告認(rèn)知心理角度出發(fā),對插播在節(jié)目中的廣告效果進(jìn)行深入分析,旨在為電視插播廣告投放提供一定建議。本論文采用實(shí)證研究中眼動控制法、問卷調(diào)查法作為主要研究方法,結(jié)合傳播學(xué)、認(rèn)知心理學(xué)相關(guān)理論,研究受眾在觀看電視插播廣告時一個完整心理加工過程,為電視節(jié)目中插播廣告效果測評提供一種新思路,試圖找出受眾觀看電視插播廣告認(rèn)知規(guī)律,為科學(xué)編排電視節(jié)目中插播廣告提供一定的依據(jù)。研究深入分析受眾對插播在不同位置和時長的廣告認(rèn)知情況,證實(shí)電視插播廣告效果的達(dá)成與廣告投放位置、時長等因素之間的關(guān)聯(lián)性影響,這種影響進(jìn)而容易使受眾對電視插播廣告的認(rèn)知產(chǎn)生影響。為了找出這種關(guān)聯(lián)性影響,本文從受眾對電視插播廣告的注意、記憶和態(tài)度三個維度,對插播在電視節(jié)目中的廣告進(jìn)行效果分析。研究結(jié)果表明：首先電視插播廣告存在明顯的位置效果,一方面電視插播廣告存在明顯的首因效果,即受眾對插播在靠前位置的廣告的注意和記憶程度較高,另一方面電視插播廣告不存在近因效果,即受眾對插播在靠后位置的廣告注意和記憶程度較低；其次,受眾對電視插播廣告的注意、記憶和認(rèn)知評價存在明顯的選擇性,即受眾對感興趣的廣告投以較高的注意、記憶,并呈現(xiàn)出正面的態(tài)度傾向；第三,因?qū)﹄娨暪?jié)目喜愛,受眾將注意延續(xù)到電視插播廣告時間最多為20秒,且受眾對插播在第一段廣告整體注意和記憶程度最高,對插播在第三段廣告注意和記憶程度最低；第四,受眾對電視插播廣告記憶的形成受到其注意程度的影響,但是受眾對電視插播廣告認(rèn)知評價并不受到其注意和記憶的影響,受眾對電視插播廣告認(rèn)知評價,一開始并沒有明顯的傾向,但是隨著廣告時長的增加,受眾對電視插播廣告負(fù)面情緒增加�？傊�,本文從受眾對電視插播廣告認(rèn)知角度對其廣告效果進(jìn)行分析,旨在使電視插播廣告投放回歸理性,不再盲目追隨收視率,重視受眾在電視插播廣告效果達(dá)成中的作用,為提升電視插播廣告效率提供一定的建議。
[Abstract]:With the popularity of mass media, television has become the most contacted mass media. From the beginning of its birth, television has become the ideal place for advertisers to place advertisements. However, with the increasingly fierce competition in the market economy, The media's excessive ratings of television programs have led more and more advertisers to rely too much on the ratings of programs when they are placing advertisements. As long as the ratings of programs are high, they will spend a great deal of money on advertising. This blindly follows the ratings. Failure to rationally analyze and ignore the behavior of psychological changes when the audience comes into contact with television advertisements will, to a large extent, affect the achievement of advertising effects and waste high advertising costs. Based on the cognitive psychology of the audience, this paper makes a deep analysis of the advertising effect of the broadcast in the program, in order to provide some suggestions for the advertisement placement. This paper adopts the method of eye movement control in the empirical research. As the main research method, combined with the theories of communication and cognitive psychology, this paper studies a complete psychological processing process of the audience watching TV spots, which provides a new idea for the evaluation of the effect of the advertisements in TV programs. This paper tries to find out the cognitive law of the audience to watch the advertisement of television interbroadcast, and to provide some basis for the scientific arrangement of the advertisement in the TV program. The research deeply analyzes the audience's cognition of the advertisement in different position and time. It is proved that the effect of TV placement is related to the location and duration of the advertisement, which can easily make the audience have an impact on the cognition of the advertisement. In order to find out the influence of the relevance, This paper analyzes the effects of TV spots from the three dimensions of attention, memory and attitude of the audience. The results show that: first of all, there are obvious location effects in TV spots. On the one hand, there is an obvious first cause effect in TV spots, that is, the audience has a high degree of attention and memory to the advertisements in the forward position, on the other hand, there is no immediate cause effect in the TV spots. That is, the audience pay less attention and memory to the advertisement in the lower position; secondly, the audience has obvious selectivity to the attention, memory and cognitive evaluation of the television broadcast advertisement, that is, the audience pays higher attention to the advertisement of interest. And showed a positive attitude trend; third, because of the love of television programs, the audience will continue to pay attention to the television broadcast advertising time up to 20 seconds, and the audience in the first segment of the advertising overall attention and memory is the highest. In 4th, the formation of the audience's memory of TV spots was affected by the degree of attention, but the audience's cognitive evaluation of TV spots was not affected by their attention and memory. At first, there was no obvious tendency for the audience to evaluate the cognition of TV spots advertising, but with the increase of advertising time, the audience's negative emotions on TV spots increased. In short, In this paper, the author analyzes the advertising effect from the perspective of the audience's cognition of the television broadcast advertisement, in order to make the television broadcast advertisement put back to reason, no longer blindly follow the ratings, and attach importance to the role of the audience in the realization of the effect of the television broadcast advertisement. In order to improve the efficiency of television spots advertising to provide some suggestions.
【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】：2015
【分類號】：F713.8
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本文編號：1555213