【摘要】：性訴求廣告作為一種廣告的表現(xiàn)手法,一經(jīng)問世,就受到褒貶不一的評(píng)價(jià)。支持者認(rèn)為,利用性感的男女模特或明星作為廣告的修飾人物,容易達(dá)到吸引受眾的眼球和注意力,促進(jìn)消費(fèi)者對(duì)廣告和產(chǎn)品的認(rèn)知,達(dá)到良好廣告效果。反對(duì)者認(rèn)為,性訴求廣告容易掩蓋廣告中產(chǎn)品的信息,會(huì)影響消費(fèi)者對(duì)產(chǎn)品的認(rèn)知,不利于達(dá)到良好的廣告效果。性訴求廣告在我國發(fā)展處于剛剛興起的階段,大部分都是借鑒國外的相關(guān)研究,考慮到我國所處社會(huì)文化環(huán)境與國外有一定差異,在研究性訴求廣告時(shí),應(yīng)該考慮我國的實(shí)際情況,才能達(dá)到良好的研究效果。研究分為兩個(gè)實(shí)驗(yàn),第一個(gè)實(shí)驗(yàn)是眼動(dòng)實(shí)驗(yàn),用于受眾在觀看廣告時(shí),眼動(dòng)的變化情況,來達(dá)到探知受眾對(duì)廣告的心理效果；第二個(gè)實(shí)驗(yàn)是廣告認(rèn)知實(shí)驗(yàn),用于確認(rèn)受眾在觀看廣告時(shí),對(duì)廣告和產(chǎn)品的認(rèn)知評(píng)價(jià),以及最終的購買意愿。通過這兩個(gè)實(shí)驗(yàn)來探討,性訴求廣告在不同的代言人類型和訴求方式時(shí),達(dá)到的廣告心理效果。研究所得結(jié)論如下：(1)在人物興趣區(qū),代言人類型和訴求方式對(duì)注視時(shí)間、注視次數(shù)以及瞳孔大小的主效應(yīng)顯著,注視時(shí)間和瞳孔大小交互作用顯著；(2)在品牌興趣區(qū),代言人類型和訴求方式對(duì)注視時(shí)間、注視次數(shù)以及瞳孔大小的主效應(yīng)和交互作用顯著；(3)當(dāng)性訴求方式為委婉型時(shí),名人代言好于普通人代言的心理效果；(4)當(dāng)性訴求方式為一般型時(shí),名人代言好于普通人代言的心理效果；(5)當(dāng)性訴求方式為裸露型時(shí),名人代言好于普通人代言的心理效果(6)在廣告態(tài)度上,代言人類型和訴求方式主效應(yīng)顯著,被試性別和訴求方式的交互效應(yīng)顯著,其中訴求方式為委婉型時(shí),廣告態(tài)度得分最高,一般型其次,裸露型最低；(7)在產(chǎn)品態(tài)度上,被試性別、代言人類型以及訴求方式主效應(yīng)顯著,被試性別和訴求方式的交互效應(yīng)顯著,其中訴求方式為委婉型時(shí),產(chǎn)品態(tài)度得分最高,一般型其次,裸露型最低；(8)在購買意愿上,代言人類型和訴求方式主效應(yīng)顯著,被試性別和代言人類型、被試性別和訴求方式以及被試性別、代言人類型和訴求方式交互效應(yīng)顯著其中訴求方式為委婉型時(shí),購買意愿得分最高,一般型其次,裸露型最低。
[Abstract]:Sexual appeal advertising, as an advertising technique, has been praised and criticized. Supporters believe that the use of sexy male and female models or stars as advertising embellishment characters, easy to attract the audience's attention and attention, promote consumer awareness of advertising and products, to achieve good advertising effect. Opponents believe that sexual appeal advertising is easy to cover up the information of the product in the advertisement, will affect the consumer's perception of the product, and is not conducive to achieving good advertising effect. Sex appeal advertising is just rising in our country. Most of the research is based on foreign research. Considering that there are some differences between China's social and cultural environment and foreign countries, in the research of appeal advertising, The actual situation of our country should be taken into account in order to achieve good research results. The research is divided into two experiments. The first experiment is eye movement experiment, which is used to find out the psychological effect of the audience when they watch the advertisement. The second is the advertising cognitive experiment, which is used to confirm the audience's cognitive evaluation of the advertisement and product, and the final purchase intention. Through these two experiments, this paper discusses the psychological effect of sexual appeal advertising in different types of spokesmen and appeal ways. The conclusions are as follows: (1) in the area of interest of the characters, the main effects of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size are significant, and the interaction between fixation time and pupil size is significant; (2) in the area of brand interest, the main effect and interaction of the type of spokesman and the way of appeal on fixation time, fixation times and pupil size were significant; (3) when the way of sexual appeal is euphemism, the psychological effect of celebrity endorsements is better than that of ordinary people, (4) when the way of sexual appeal is general, the psychological effect of celebrity endorsements is better than that of ordinary people. (5) the psychological effect of celebrity endorsements is better than that of ordinary endorsements when the way of sexual appeal is exposed. (6) in advertising attitude, the main effect of spokesman type and appeal mode is significant, and the interaction effect between sex and appeal mode is significant. When the way of appeal is euphemism, the advertising attitude has the highest score, the general type is the second, and the naked type is the lowest. (7) in terms of product attitude, the main effects of gender, spokesman type and appeal mode were significant, and the interaction effect between gender and appeal mode was significant. The product attitude score was the highest when the appeal style was euphemism, followed by the general type. The bare type was the lowest; (8) in terms of purchasing intention, the main effects of the types of spokesmen and the ways of appeal were significant, the sex of subjects and the types of spokesmen, the gender of subjects and the ways of appealing, and the gender of the subjects; The interaction effect between spokesman type and appeal mode is significant. When the demand mode is euphemism, the purchase intention score is the highest, the general type is the second, and the bare type is the lowest.
【學(xué)位授予單位】：長江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：B84-05

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