摘要
本文利用眼动追踪技术,通过分析被试对明星广告和普通广告关注度差异,来研究明星代言广告的效果。结果表明:明星广告中的文案能够留下更持久的第一印象,普通广告中的品牌获得注视次数更多。研究为企业选择广告代言人提供了有价值的参考依据。
This paper takes advantage of eye tracking technology to analyze the differences of awareness between celebrity advertisings and ordinary advertisings.This paper aims to study the effect of celebrity endorsement advertisings.The results show that:words in celebrity advertisings obtain longer first fixation duration,while the brand in ordinary advertisings obtains more fixation count.This paper provides effective and valuable strategies for enterprises to choose advertising spokesperson.
出处
《电子测试》
2013年第9X期112-113,共2页
Electronic Test
基金
中央高校基本科研业务费专项基金项目的资助
区域品牌形象的维度构建及测评研究(2010B10514)
关键词
明星代言广告
广告效果
眼动
celebrity endorsement advertising
advertising effect
eye movement
