平面性诉求广告记忆效果的加工分离研究  

A Study of Process Dissociation of the Memory Effects of Sexual Appeal Printed AD

作　　者：彭彦琴[1] 

机构地区：[1]苏州大学教育学院心理学系,苏州215123

出　　处：《心理科学》2011年第6期1308-1312,共5页Journal of Psychological Science

摘　　要：运用PDP(过程分离程序),以122名大学生为被试,以自编性诉求广告及自编包含与排除问卷为实验材料,采用3×2×2多因素设计,探讨不同裸露类型(含蓄、一般、直露)和代言人类型(名人、一般人)的性诉求广告在不同阶段(控制化加工、自动化加工)认知信息加工的模式差异。结果发现:1)外显的控制化加工,含蓄型性诉求广告记忆效果最好;2)直露型性诉求广告内隐的自动化加工最高;3)未发现性诉求广告中存在名人效应。With the increasingly fierce market competition,marketeers resort all the more to sexual appeal AD to attract consumers,increase consumer interest,and improve the advertisement effect.Therefore,an appropriate degree of sexual appeal and an analysis of advertisement audience cognitive information processing by sexual appeal are important.With the proliferation of advertising messages,advertisers are increasingly using sex appeal to attract the audiences attention.Despite a number of relevant studies at home and abroad, no agreement has been reached in terms of sexual appeal AD or the celebrity effect. Past studies used two methods to study the effects of advertising memory：direct measurement（e.g.recall,recognition） and implicit attitude.In fact,neither of the methods can distinguish between explicit and implicit memory.In the research of sexual appeal AD,most of the experimental results are from America,and local experiments are relatively few.So we need a new method and perspective for the study.In order to improve the memory effect of sexual appeal AD,analyzing the audience information processing sexual appeal AD is particularly important.Thus,this research used the PDP method to distinguish between the implicit and explicit information processing of audience to sexual appeal AD,to explore the information processing model and to explore the causes.In the study, 122 college students were chosen as testees.The study involved a 3×2×2 factorial experiment to investigate how cognitive information processing would respond to sexual appeal AD by analyzing the response to the bare type（implicative,generally,explicit） and different types of celebrity spokespersons（famous,ordinary ） in advertising. The results showed that 1.From the explicit control of processing,memory of implicative sexual appeal AD got the best effect.2. From the implicit automation processing,the automatic processing of explicit sexual appeal AD got the best effect.People paid more attention to explicit Sexual appeal AD in their subcon

关 键 词：平面性诉求广告 记忆效果 认知信息加工 过程分离程序 

分 类 号：B842.3[哲学宗教—基础心理学]