平面广告模特面孔展示对消费者广告评价的影响研究

The Effects of Facing Direction of Model Faces in Print Advertisements on Consumer Advertising Evaluation

本文以知觉流畅性为中介,探讨了平面广告模特面孔展示方向(以产品为中心)(朝内vs.朝外)对消费者广告评价的影响,以及面孔展示位置(左侧vs.右侧)和眼睛注视方向(直视受众vs.与头部一致注视)的调节作用。三个实验设计的研究结果表明,平面广告模特面孔展示为朝内时的广告评价更好,且知觉流畅性在二者间起中介作用。此外,当模特面孔展示在左侧(vs.右侧)时,模特面孔展示朝内对消费者广告评价的影响更加积极;而当模特眼睛注视方向为直视受众(vs.与头部一致注视)时,模特面孔展示朝内对消费者广告评价的影响更加积极。本文研究结论对企业和广告商在平面广告设计、宣传推广中具有借鉴意义。

Based on the perceptual fluency, this study discusses the effects of facing direction of model faces in print advertisements （product as center）（facing inward vs. facing outward） on consumer advertising evaluation, and discusses the moderating effect of the position of model face （left vs. right） and eyes gaze direction （direct gaze vs. consistent with the head）. The results of three experiments show that facing inward （vs. outward） model faces in print advertisements results in more positive consumer advertising evaluation, and perceptual fluency plays a mediating role between the two. In addition, when the position of model faces is displayed on the left side （vs. right）, the effects of facing inward model faces in print advertisements on consumer advertising evaluation are more positive; when the eyes gaze direction is direct gaze （vs. consistent with the head）, the effects of facing inward model faces in print advertisements on consumer advertising evaluation are more positive, The results make sense in print advertising design and promotion.