本文選題：平面廣告　切入點(diǎn)：音頻廣告　出處：《上海師范大學(xué)》2017年碩士論文

【摘要】：隨著科技的進(jìn)步和文化發(fā)展,廣告的形式也多種多樣。除了傳統(tǒng)的電視廣告,平面廣告和音頻廣告由于投入少,投放不限場地,也越來越受到各大商家的歡迎,并且也取得理想的效果,從而促進(jìn)了廣告業(yè)的蓬勃發(fā)展。在此背景之下,對不同廣告形式的投放效果的研究也應(yīng)得到重視,本研究運(yùn)用學(xué)習(xí)再認(rèn)的研究范式來探討平面廣告和音頻廣告的簡單暴露效應(yīng)的效果差異;以及在視頻中穿插廣告圖片的形式來模擬現(xiàn)實(shí)生活中的電視廣告,用以研究電視廣告的簡單暴露效應(yīng)。試圖去揭開不同廣告形式對受眾的簡單暴露效應(yīng)的影響。實(shí)驗(yàn)一為平面廣告和音頻廣告的的簡單暴露效應(yīng)的研究,選取180名在校大學(xué)生作為實(shí)驗(yàn)被試,以6種不同商品作為廣告研究的實(shí)驗(yàn)材料,用來研究不同形式的廣告材料簡單暴露效應(yīng)之間的差異。結(jié)果發(fā)現(xiàn):無論是平面廣告還是音頻廣告都存在著簡單暴露效應(yīng),并且音頻廣告的簡單暴露效應(yīng)要比平面廣告的簡單暴露效應(yīng)要顯著。但是到了某個(gè)程度,受眾對于該廣告的好感度會隨著該廣告的暴露次數(shù)的增加而開始下降。實(shí)驗(yàn)二是關(guān)于電視廣告的研究,利用視頻穿插平面廣告的方式進(jìn)行實(shí)驗(yàn)研究,目的是用來模擬現(xiàn)實(shí)生活中的電視廣告。該實(shí)驗(yàn)選取90名在校大學(xué)生,讓被試對視頻中穿插的平面廣告的好評度進(jìn)行評分。結(jié)果發(fā)現(xiàn):電視廣告也存在簡單暴露效應(yīng),也就是說,受眾在觀看視頻時(shí),對于視頻中出現(xiàn)的廣告的好感度先隨著廣告呈現(xiàn)的次數(shù)先上升后下降。研究證實(shí)了不同的廣告形式都存在簡單暴露效應(yīng),并且發(fā)現(xiàn)音頻廣告與平面廣告的簡單暴露效應(yīng)存在著差異。隨著廣告頻次的增加,受眾對于商品品牌的記憶效果也會隨之增加,但是重復(fù)的次數(shù)到達(dá)一定限度,記憶效果不會有大幅度的提高。企業(yè)要學(xué)會利用研究得出的結(jié)論,來進(jìn)行廣告的傳宣,同時(shí)按照實(shí)驗(yàn)結(jié)論控制品牌廣告的呈現(xiàn)次數(shù),這樣一方面可以節(jié)約廣告播出的成本,另一方面可以達(dá)到廣告的最佳宣傳效果。
[Abstract]:With the progress of science and technology and cultural development, in the form of advertising is also various. In addition to the traditional TV advertising, print ads and audio ads due to lack of investment, on the site is not limited to, more and more companies are welcome, and also achieve the desired effect, so as to promote the rapid development of the advertising industry under this background. Study on different forms of advertising, put in effect should also be paid attention to the difference of simple exposure effect on the basis of learning research paradigm to explore the recognition of plane advertisement and audio advertising effect; and the wear insert ads picture form in the video to simulate real-life TV commercials, with simple exposure effect research TV commercials. Trying to uncover the effects of mere exposure effect different forms of advertising to the audience. The experiment is a graphic and audio advertising simple exposure effect research, selection Taking 180 students as experimental subjects, with 6 different items as the experimental materials of advertising research, used to investigate differences between different forms of advertising materials exposure effect. The result shows that both the print ads or audio ads are mere exposure effect, and simple audio ads have significant effects of exposure to the effect of exposure than the simple plane advertisement. But to a certain extent, the audience for the advertising favorability will increase as the number of advertising exposure and began to decline. Experiment two is a research on television advertisements, experimental studies were carried out using video advertisement interspersed way is used for simulating the real life of the TV the experiment of advertising. A total of 90 college students, let the participants of plane advertising video interspersed with the acclaimed score. Results: TV ads are simple Effects of exposure, that is to say, the audience while watching the video, the video appears in the advertisement with the increased number of favorability first presentation of advertising decline. Research proves that different forms of advertising are mere exposure effect, and found differences in simple exposure effect advertisement audio advertising and existence. With the increase of advertising the frequency of the memory effect of the audience for the brand will also increase, but the number of repeat reaches a certain limit, the memory effect is not greatly improved. Enterprises should learn to use the research conclusion, to carry out advertising mission at the same time according to the experimental results, the control of brand advertising times, this can save the broadcast advertising costs, on the other hand can reach the best advertising publicity.

【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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本文編號：1711636