心理与行为研究

心理与行为研究 ›› 2013, Vol. 11 ›› Issue (6): 819-824.

• 应用心理学 • 上一篇    下一篇

幽默平面广告适用性的眼动研究

杨海波1, 2, 刘电芝2, 周秋红1   

  1. 1 闽南师范大学应用心理研究所,漳州 363000;
    2 苏州大学教育学院,苏州 215123
  • 收稿日期:2012-11-28 出版日期:2013-11-20 发布日期:2015-02-15
  • 通讯作者: 刘电芝,女,苏州大学教育学院教授。E-mail:liudzh@suda.edu.cn。
  • 作者简介:杨海波,男,闽南师范大学教育科学院讲师,苏州大学教育学院博士研究生。
  • 基金资助:
    本研究得到福建省教育厅A类社会科学研究项目(JA11188S)的资助。

Eye Movement of Applicability of Humorous Print Advertisements

Yang Haibo1,2, Liu Dianzhi2, Zhou Qiuhong1   

  1. 1 Institute of Applied Psychology,Minnan Normal Uniuersity,Zhangzhou 363000;2 School of Education,Soochow University,Soohow 215123
  • Received:2012-11-28 Online:2013-11-20 Published:2015-02-15

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摘要： 为了探讨哪一类别商品的平面广告更适合于采用幽默诉求方式,研究随机选取64名大学生为被试,以产品颜色矩阵(Product Color Matrix)为商品的分类标准选取了八种具有代表性的商品,并对应改编了16则平面广告,以广告类型(幽默,事实性)、商品类别(白色商品、红色商品、黄色商品和蓝色商品)为自变量,以广告评价、广告顺序为协变量,以商品印象、喜爱程度、购买意向、眼动指标(首次进入时间、注视时间密度、注视空间密度)为因变量,进行平衡设计实验。通过传统自评和眼动指标表明,幽默平面广告可以提高具有功能性和低风险的蓝色商品的记忆效果,在幽默广告中被试更关注广告图片,而事实性广告中被试更关注广告词。

关键词: 幽默广告, 产品颜色矩阵, 平衡设计, 眼动

Abstract: The purpose of the study is to investigate which type of merchandise the humorous print ads is more suited. Product Color Matrix is used as the standard classification for merchandises. Univariate Analysis of Variance was applied to process the data, among which the fact whether humor is used in advertisement was independent variable. The evaluation and The order of the ads were covariates. The impression, preference, purchase intention toward the merchandise and eye movement index(time to first fixation, density of first fixation duration,and density of fixation count)were dependent variables.The resuct shows that functional and low risk Blue goods is suited to use humorous printed ads. Only the impression left by Blue goods reached significant difference between humorous ad and factual ads.

Key words: humor advertising, product color matrix, balanced design, eye movement.

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