Abstract: Combining eye movement technology and a questionnaire measuring subjective attitudes, the current study was designed to examine the influence of model facial expression and product luxuriousness on advertising effectiveness and the time course of these effects. Eye movement data showed that model expression exerted a relatively weak effect on the advertising effect of products with different levels of luxuriousness as the effect was only significant in total viewing time in the interest area of model. The interaction between model facial expression and product luxuriousness was primarily reflected in subjective evaluation data. Specifically, smiling expressions improved participants’ attitudes towards less luxurious products, but made no difference on their reaction to luxurious products. This pattern of effects is consistent with the hierarchical effect model, which assumes that in the early stage of advertisement browsing, model expressions and product luxuriousness did not affect subjects’ information processing. The interaction between these two factors mainly occurs in the later stage of advertisement browsing or in the subjective evaluation stage. The results of this study will help people understand the influence of model facial expression on different product advertisements, and provide a certain theoretical basis for luxury goods companies to improve advertising effects.

Key words: model expression, luxury, print advertisement, eye movement

摘要： 结合眼动技术与主观态度测量两种研究方法，探讨不同奢侈程度的商品广告中，模特面部表情对广告效果的影响及其发生的时间进程。眼动数据表明，模特表情和产品奢侈程度的交互作用仅发生在模特兴趣区的总注视时间上；该交互作用一直延续到主观评定数据上，即微笑表情能提高被试对奢侈程度较低的商品广告的态度，但对奢侈程度较高的商品的影响不显著。根据层次效果模型，模特表情对不同商品广告效果的影响发生在广告浏览的后期阶段。研究结果有助于理解模特表情对不同产品广告的影响，并为奢侈品企业提升广告效果提供了一定的理论依据。

关键词: 模特表情, 奢侈, 平面广告, 眼动