广告押韵诗句情绪愉悦效应的眼动研究  

The Smiling Effect in Ad Poems Processing

作　　者：陈香兰[1] 段雅慧 李芳 赵建会 

机构地区：[1]对外经济贸易大学,北京100029 [2]澳洲国立大学 [3]北京第二外国语学院,北京100024 [4]山西财经大学,太原030006

出　　处：《外语学刊》2017年第6期48-52,共5页Foreign Language Research

基　　金：北京市社科重点项目"北京与纽约街面广告视觉效果的眼动研究:基于转喻和隐喻的眼动实证"(16YYA005);北京市朝阳区协同项目"企业网页广告效果研究"(CYXC1516)的阶段性成果

摘　　要：本研究采用两个实验检验广告诗句的情绪愉悦效应。实验1以自定步速阅读的刺激呈现方法,以视觉通道和听觉通道比较一般广告句子与押韵广告诗句对人情绪的影响,结果发现押韵广告诗句比一般广告句子更容易形成积极的情绪心理表征,可以产生微笑效应。实验2检测广告诗句情绪愉悦效应具体出现的位置,结果发现押韵广告诗句的第二句比第一句、第四句比第三句对人情绪的影响更大,即产生更大的微笑效应。无论通过听觉通道、视觉通道还是眼睛跟踪,人都能够推断出押韵广告诗句的情绪状态,并且能够随着广告诗句语义的变化而让情绪发生变化。我们在诗句"幽默"理论的框架中讨论本研究的结果。This research mainly probed the effect of poetic headlines in advertisement through two experiments. Experiment 1 used the self-paced reading technique, and compared different positive emotions elicited by originally authentic ad headlines and their poetic counterparts within the visual and auditory modalities respectively. Results showed that poetic ad headlines could elicit positive effects more easily than the original version, thus making the smiling effect. Experiment 2 explored the specific locations where positive effects would occur in poetic ad headlines. The results showed that the second line rather than the first line, and the fourth line rather than the third line in the poetic ad headlines showed more significant effects and gave rise to stronger smiling effects. Readers could infer emotional states from poetic ad headlines both visually and auditorily, and their emotions varied along with the semantic changes as they read through the lines of poetic ad headlines. The results were discussed within the framework of the humor model.

关 键 词：跨通道 情绪愉悦 效果 诗句 

分 类 号：H030[语言文字—语言学]