基于EEG的广告传播效果的性别差异研究

Research of the Difference between Men and Women in Response to Advertisement Stimuli by Means of EEG

本文运用神经科学的方法来测试一则新的速腾汽车45秒视频广告的传播效果，结果发现，男女消费者对这则广告的反应存在很大差别，男性在汽车展示部分情绪表现较为积极，女性对于广告的对话部分情绪反应较为积极。43秒左右汽车全景展示、广告文案和品牌标志出现的时候是女性情绪反应最积极的时刻，并且男女存在显著差异。得出的结论是这则汽车广告对女性的传播效果好于男性，神经科学的方法值得在传播学研究中运用。

The communication effect of the video advertisement of one novel type of automobile, named SUTENG, is tested by neuroscience methods. The video lasts for 45 seconds and it is suggested that there is a huge difference between men and women, in response to the advertisement. During the test, the response of men is comparatively positive when the automobile is present in the scene. However, the emotion of women is increased significantly as the dialogue part commences to appear, which raises up to the maximum at approximately 43 second in the advertisement when panoramic display, advertising copy and the brand logo of this automobile are shown in the scene and there is a significant difference between men and women. It is conclusive that the communication of the automobile advertisement is a function of the content of the advertisement, which implies better effectiveness on women in comparison with men. Accordingly, neuroscience methods are worth to be applied in communication study.