【摘要】：不管廣告放在哪里，其最主要的目的就是吸引觀眾的注意力，以促進產(chǎn)品的售賣。一個廣告的效益不僅取決于廣告本身的質(zhì)量，也與廣告所處的節(jié)目環(huán)境息息相關(guān)。以前很多學者針對廣告的環(huán)境變量進行過研究，卻產(chǎn)生了不一致的結(jié)果。廣告與節(jié)目環(huán)境之間的相互作用會對廣告心理效果產(chǎn)生影響，那么，性訴求廣告適合放在什么樣的節(jié)目背景中呢？此文將結(jié)合主觀評價方法和客觀測量方法給出答案。 本研究分為兩個部分，，實驗一采用2*2混合實驗設計，選取180名被試，用主觀評定法探討影視節(jié)目內(nèi)容特征（含性內(nèi)容和不含性內(nèi)容）和廣告特征（性訴求和非性訴求）的一致性效果。結(jié)果表明：（1）被試更喜歡非性訴求廣告；（2）被試對非性訴求廣告的商標回憶效果更好；（3）影視節(jié)目特征和廣告特征一致情況下被試更喜歡該廣告品牌。 實驗二選取43名被試，用眼動儀進行實驗，探討產(chǎn)生實驗一結(jié)果的可能原因，探究影視節(jié)目內(nèi)容特征和廣告元素（模特和產(chǎn)品）共同作用下的廣告心理效果。結(jié)果表明：（1）性訴求廣告更加吸引被試的注意；（2）在性訴求廣告中，性感模特遠比產(chǎn)品更受關(guān)注；（3）在含性內(nèi)容影視節(jié)目背景下，有助于廣告商標的記憶。
[Abstract]:Regardless of where the advertisement is placed, its primary purpose is to attract the attention of the audience to promote the sale of products. The effectiveness of an advertisement depends not only on the quality of the advertisement itself, but also on the programming environment in which the advertisement is located. In the past, many scholars have studied the environmental variables of advertising, but have produced inconsistent results. The interaction between advertising and programming environment will have an impact on the psychological effects of advertising. This paper will combine subjective evaluation method and objective measurement method to give the answer. This study is divided into two parts. The first experiment was designed with a mixed design of 2x2, and 180 subjects were selected. This paper discusses the consistency effect of the content features (including sexual content and non-sexual content) and advertising features (sexual appeal and non-sexual appeal) of film and television programs by subjective evaluation method. The results show that: (1) the subjects prefer the non-sexual appeal advertising; (2) the subjects have better recall effect on the trademark of the non-sexual appeal ads; (3) the subjects prefer the advertising brand when the features of the film and television programs are consistent with the advertising features. In the second experiment, 43 subjects were selected and the possible causes of the results were discussed with eye movement instrument, and the psychological effects of advertising were explored under the joint action of the content features of film and television programs and advertising elements (models and products). The results show that: (1) sexual appeal advertisements attract more attention from the subjects; (2) in sexual appeal advertisements, sexy models are far more concerned than products; (3) under the background of TV programs with sexual content, it is helpful to remember advertising trademarks.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.80

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本文編號：2345610