情感诉求对交通安全广告效果的影响

Role of different appeals in road safety advertising:Effects on people's attention and changes of implicit attitude

为检验交通公益广告中情感诉求变化对广告效果的影响,采用试验法操作广告情感诉求类型,使用眼动技术和Go/no-go联想测验(GNAT),通过比较不同效价和唤醒度的情感诉求广告对受众的注意力和内隐态度的影响,评估交通安全广告情感诉求类型的说服效果。研究发现:被试对低唤醒广告文字区的眼动注视时间和注视点个数显著长于/多于对高唤醒广告文字区的注视时间和注视点个数;被试观看高唤醒消极的广告后,正确驾驶行为的积极态度显著下降,而低唤醒消极/高唤醒积极/低唤醒积极的公益广告对于被试的内隐态度的改变没有显著差异。结果表明,高唤醒度积极广告能够提升受众的注意力,而高唤醒度消极广告则会损害受众对正确驾驶行为的内隐态度。

In order to examine the effectiveness of different appeals in road safety advertising, we manip- ulated the advertisements＂ valence of appeal and the level of arousal in present study. Specifically, we compared recipients＂ attention and implicit attitude toward different advertisements with appeal valence and level of arousal, by virtue of the eye movement technique and go/no-go association test （ GNAT）, and therefore assessed the effect of persuasion concerning different appeal valences. The results showed that participants under low-arousal advertisement condition had more fixation time and fixation points than their counterparts under high-arousal condition. Apart from that participants＇ positive implicit attitude to decent driving had significantly reduced after watching high-arousal advertisement of negative valence, whereas there was no significant difference among the other three advertisements. In conclusion, the high-arousal advertisement would improve pcople＇s level of attention, but high-arousal advertisement of negative valence would have a harming effect on recipients＇ implicit attitude toward decent driving.