隐喻与直述图片广告认知效果眼动研究：思维方式的调节作用

An eye movement study on the cognitive effects of metaphorical and direct image advertisement:The moderating effect of thinking mode

针对广告的认知效果问题,采用模拟实验的方法,通过眼动实验设计,探究整体性与分析性思维方式和隐喻与直述图片类型对低卷入产品广告认知效果的影响。实验结果表明:个体对隐喻图片广告的注视显著高于直述图片广告;整体性思维个体对广告的注视无显著差异,分析性思维个体对隐喻图片广告的注视时间长;分析性思维个体对直述图片的广告认知效果显著高于整体性思维,个体对隐喻图片广告的认知效果无显著差异。

Aiming at the problem of the cognitive effect of advertisement,this paper explored the influence of holistic/analytical thinking modes and metaphor/narrative image types on the cognitive effect of low-involvement product advertising through the eye movement method of simulation experiment.The experimental results showed that individuals’fixation on metaphorical image advertising was significantly higher than that on direct image advertising.There was no significant difference in the fixation of holistic thinking individuals on advertisements,and the fixation time of analytical thinking individuals on metaphorical image advertisements was longer.The cognitive effect of analytical thinking individuals on direct image advertising is significantly higher than that of holistic thinking,and the cognitive effect of individuals on metaphorical image advertising is not significantly different.