【摘要】：自性訴求廣告從歐美傳入國內(nèi)以來，其運(yùn)用一直備受爭(zhēng)議，一方面廣告人利用其吸引人眼球的特性大做文章，另一方面社會(huì)輿論對(duì)其又褒貶不一。性訴求廣告本是以對(duì)藝術(shù)和美的追求為出發(fā)點(diǎn)，但若使用不當(dāng)會(huì)淪為低俗的色情廣告，運(yùn)用尺度需要謹(jǐn)慎拿捏。 近年來學(xué)術(shù)界對(duì)性訴求廣告效應(yīng)研究很多，有學(xué)者認(rèn)為其能迅速吸引受眾注意。但也有學(xué)者提出，，性感模特的吸引力會(huì)轉(zhuǎn)移受眾注意力，而達(dá)不到廣告最初的目的：產(chǎn)品和品牌的宣傳。也有研究表明，雖然受眾對(duì)性訴求廣告外顯記憶受影響，但內(nèi)隱記憶優(yōu)于非性訴求廣告。 本研究突破以往對(duì)廣告效應(yīng)的測(cè)量，從腦機(jī)制的角度，對(duì)受眾加工廣告過程進(jìn)行解析。從廣告性感程度、模特性別和受眾性別三個(gè)維度，研究不同性別受眾在觀看不同性別模特代言的性訴求和非性訴求廣告時(shí)的認(rèn)知過程和情緒喚起，探討各種廣告的不同效應(yīng)以應(yīng)用于廣告設(shè)計(jì)。結(jié)果表明： （1）性訴求廣告吸引受眾注意的程度顯著高于非性訴求廣告。 （2）受眾對(duì)性訴求廣告投入的記憶資源,初期（500ms~1000ms）顯著高于非性訴求廣告，但中期(1000ms~1500ms)和后期(1500ms~2000ms)無顯著差異。 （3）女性模特代言的廣告吸引受眾注意的程度顯著高于男性模特代言的廣告。 （4）受眾在觀看女性模特代言的廣告時(shí)投入的記憶資源,初期（500ms~1000ms）顯著高于男性模特代言廣告，中期(1000ms~1500ms)和后期(1500ms~2000ms)差異不顯著。 （5）性訴求廣告對(duì)受眾的情緒喚醒度顯著高于非性訴求廣告。 （6）女性模特代言的廣告對(duì)受眾情緒喚醒度顯著高于男性模特代言廣告。
[Abstract]:Since it was introduced into China from Europe and America, its application has been controversial. On the one hand, advertisers make a great deal of use of its eye-catching characteristics, on the other hand, the public opinion has different opinions on it. Sexual appeal advertising is based on the pursuit of art and beauty, but if it is not used properly, it will become vulgar pornographic advertising. In recent years, there is a lot of academic research on the effect of sexual appeal advertising, some scholars think that it can attract the attention of the audience quickly. But some scholars argue that the appeal of sexy models can distract the audience and fail to achieve the original purpose of advertising: product and brand promotion. Some studies have also shown that, although explicit memory of sexual appeal advertising is affected, implicit memory is better than non-sexual appeal advertising. This study breaks through the previous measurement of advertising effect and analyzes the process of processing advertising from the perspective of brain mechanism. From the three dimensions of sex appeal, model gender and audience gender, the cognitive process and emotional arousal of sexual appeal and non-sexual appeal advertising by different gender audience were studied. This paper probes into the different effects of various advertisements in order to apply them to the design of advertisements. The results showed that: (1) sexual appeal advertising attracted the attention of the audience significantly higher than that of non-sexual appeal advertising. (2) the memory resources invested by the audience in sexual appeal advertising were significantly higher than those in non-sexual appeal advertising in the initial stage (500ms~1000ms). However, there was no significant difference between 1000ms~1500ms and 1500ms~2000ms. (3) female model endorsements attracted more attention than male models. (4) the audience was watching female model endorsements. The memory resources invested in, 500ms~1000ms was significantly higher than male model endorsements, There was no significant difference between 1000ms~1500ms and 1500ms~2000ms. (5) the emotional arousal degree of sexual appeal advertising was significantly higher than that of non-sexual appeal advertising. (6) female models' endorsements had significantly higher emotional arousal than men's. Sexual model endorsements.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F713.8

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