【摘要】：在廣告中使用代言人成為越來越常用的手段。傳統(tǒng)異性相吸的觀點(diǎn)認(rèn)為,受眾更關(guān)注異性代言人的信息,而近期研究則表明存在同性偏差效應(yīng),即受眾更關(guān)注同性代言人信息。本研究通過眼動追蹤技術(shù)記錄了男、女受眾在觀看禁煙公益廣告期間的眼動特征,通過比較受眾的首次關(guān)注潛伏期和總注視時(shí)間兩個指標(biāo),首次從眼動特征上證實(shí)了同性偏差效應(yīng)。本研究拓展了同性偏差效應(yīng)的適用領(lǐng)域,對公益廣告的設(shè)計(jì)具有指導(dǎo)意義。
[Abstract]:The use of spokesmen in advertising has become an increasingly common means. The traditional viewpoint of heterosexual attraction is that the audience pays more attention to the information of the spokesman of the opposite sex, while recent research shows that there exists the effect of the same sex bias, that is, the audience pays more attention to the information of the spokesman of the opposite sex. This study recorded the eye movement characteristics of male and female audience during the period of watching anti-smoking public service advertisement through eye movement tracking technology, and compared the two indexes of audience's first attention latency and total fixation time. For the first time, the isomerism effect is confirmed from the eye movement characteristics. This research expands the application field of the same sex bias effect, and has the guiding significance to the public service advertisement design.
【作者單位】： 廈門大學(xué)新聞傳播學(xué)院;寧波大學(xué)心理學(xué)系暨研究所;
【基金】：中央高�；究蒲袠I(yè)務(wù)費(fèi)專項(xiàng)資金(20720150016) 福建省中青年教師教育科研項(xiàng)目(JAS160023)
【分類號】：B848
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本文編號：2157275