基于事件相关电位的广告传播效果实验测评方法  

Research on the Measurement and Analysis of Advertising Media Effects Based on Event-related Potentials

作　　者：卢小雁[1] 许今茜 LU Xiaoyan;XU Jinqian(College of Media and International Culture,Zhejiang Provincial Media Experimental Teaching Demonstration Center,Zhejiang University,Hangzhou 310012,China)

机构地区：[1]浙江大学传媒与国际文化学院浙江大学省级传媒实验教学示范中心

出　　处：《实验室研究与探索》2019年第11期266-269,共4页Research and Exploration In Laboratory

基　　金：中国政府国家科技支撑计划项目(2015BAK26B00),(2015BAK26B03);浙江大学实验技术研究项目(SYB201501)

摘　　要：基于脑科学的广告传播效果测评是目前国内外传播学研究的热点之一,研究内容涉及神经科学、心理学和数据采集与分析等多个交叉领域,并较多地采用实验研究方法.针对广告传播效果测量这一传播学科实验研究新课题,运用心理学和生理学的方法引入64导事件相关电位(ERP)记录与采集系统来进行广告受众认知方面的量化测试与分析,对传播效果认知加工测评的模型和工具进行了简述,初步完善了一种通过基于ERP的广告传播效果实验测评方法,梳理了传播效果认知加工测评的实验整体流程,包括实验目的与假设、实验前测、被试、实验材料与设备、实验程序与设计、实验结果与分析等环节,点明了基于ERP的广告传播效果实验测评方法的创新之处及其在广告效果测评中体现出的实际应用价值.The evaluation of advertising media based on brain science is one of the hottest researches nowadays.This research involves multiple disciplines,such as neuroscience,psychology,data acquisition and analysis and so on,and is mainly executed by the means of experimental research method.This discussion introduced the record and acquisition system of event-related potentials to measure the effect of advertising media which is a quantitative-analysis method,and then organized the mechanism of experimental procedure and method of measuring effects of advertising media based on ERP,including experimental purposes and assumptions,pre-test,subjects,experimental materials and equipment,experimental procedures and design,experimental results and analysis,and points out the great significance and practical application value of ERP related to the teaching and training method in the realm of advertising media.

关 键 词：事件相关电位 广告传播效果 实验测量方法 

分 类 号：G642.0[文化科学—高等教育学]