The Influence Of Involvement To Sex Appeal Advertising Memory Effects

Sex appeal advertisement, as a special form of advertising, is getting increasinglypopular in recent advertising of China，and the expression of sexual information becomemore various than before. The advantage of sex appeal advertisement is worth researching,and the most remarkable one is that it can capture audience’s attention and stimulateinterest in advertising easily. The purpose of the advertising is to affect the consumers’psychological activity and the purchase desire, Can the advertisement enhance its memoryeffect by sex appeal? Can the subjective factors of consumers impact the memory effect ofthe sex appeal advertising?This study integrates the subjective and objective research orientation, the subjectivefactor is the audience attention level，and the objective is the potential benefits ofadvertising product. By using the Process Dissociation Procedure and the eye movementtracking technique, we discussed the influence of different attention level and differentpotential benefits of advertising to sex appeal advertising memory effects. The results showthat:1. The potential benefits of products have a significant effect on the memory effect ofthe sex appeal advertising, high potential benefits of products advertising memory effect isbetter than the low potential benefits of products.2. The attention levels have a significant effect on the memory effect of the sex appealadvertising, memory effect under the focus attention is better than the memory effect ofdistracting.3. Explicit memory is mainly affected by the influence of the levels of attention. 4. There are interactions between attention levels, potential benefits of products andprocessing methods.5. The potential benefits of products have a significant effect on the numbers offixation between different interested area of the sex appeal advertising, high potentialbenefits of products have more numbers of fixation on advertising area.6. The attention levels have a significant effect on the numbers of fixation betweendifferent interested area of the sex appeal advertising.7. Differences appears in average fixation duration of the potential benefits of productson the area of interest in sex appeal advertising.8. The attention levels have a significant effect on the average fixation durationbetween different interested area of the sex appeal advertising, high level of the attentionrefer to the long average fixation duration.9. The potential benefits of products have a significant effect on the pupil size, thepupil size difference was not significant in the high potential benefits of products under thefocus and distracting conditions.