【摘要】：本研究采用兩個(gè)實(shí)驗(yàn)檢驗(yàn)廣告詩(shī)句的情緒愉悅效應(yīng)。實(shí)驗(yàn)1以自定步速閱讀的刺激呈現(xiàn)方法,以視覺(jué)通道和聽(tīng)覺(jué)通道比較一般廣告句子與押韻廣告詩(shī)句對(duì)人情緒的影響,結(jié)果發(fā)現(xiàn)押韻廣告詩(shī)句比一般廣告句子更容易形成積極的情緒心理表征,可以產(chǎn)生微笑效應(yīng)。實(shí)驗(yàn)2檢測(cè)廣告詩(shī)句情緒愉悅效應(yīng)具體出現(xiàn)的位置,結(jié)果發(fā)現(xiàn)押韻廣告詩(shī)句的第二句比第一句、第四句比第三句對(duì)人情緒的影響更大,即產(chǎn)生更大的微笑效應(yīng)。無(wú)論通過(guò)聽(tīng)覺(jué)通道、視覺(jué)通道還是眼睛跟蹤,人都能夠推斷出押韻廣告詩(shī)句的情緒狀態(tài),并且能夠隨著廣告詩(shī)句語(yǔ)義的變化而讓情緒發(fā)生變化。我們?cè)谠?shī)句"幽默"理論的框架中討論本研究的結(jié)果。
[Abstract]:In this study, two experiments were conducted to test the emotional pleasure effect of advertising verses. Experiment 1 uses self-paced reading stimulation presentation method to compare the effects of general advertising sentence and rhyming ad verse on human emotion with visual channel and auditory channel. The results show that rhyming ad sentences are more likely to form positive emotional and psychological representations than general advertising sentences, and can produce smile effect. In experiment 2, it was found that the second sentence and the fourth sentence had more influence on people's emotion than the first sentence and the fourth sentence, that is to say, the smile effect was greater than that of the second sentence and the third sentence, when the emotional pleasure effect of advertising verse was found to be more specific than that of the first sentence and the third sentence. No matter through auditory channel, visual channel or eye tracking, one can infer the emotional state of rhyming ad verse, and can make the emotion change with the semantic change of ad verse. We discuss the results of this study in the framework of the theory of humor.
【作者單位】： 對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);澳洲國(guó)立大學(xué);北京第二外國(guó)語(yǔ)學(xué)院;山西財(cái)經(jīng)大學(xué);
【基金】：北京市社科重點(diǎn)項(xiàng)目“北京與紐約街面廣告視覺(jué)效果的眼動(dòng)研究:基于轉(zhuǎn)喻和隱喻的眼動(dòng)實(shí)證”(16YYA005) 北京市朝陽(yáng)區(qū)協(xié)同項(xiàng)目“企業(yè)網(wǎng)頁(yè)廣告效果研究”(CYXC1516)的階段性成果
【分類號(hào)】：H136

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