The Influence Of The Form Of Web Ad And The Attention Level Upon The Memory Effect Of Web Ad

Web advertisement was bored in October 4th 1994, and has been suspecting since then. The form of the web ad becomes much more variety with the development of the science and technology, but there is still a question that is whether the effect of the web ad will improve with the representing form of the web ad influencing and strengthening the memory of people. The field of web ad focus on some points, which is whether the memory effect of various form of the web ad appear any difference under the condition of intentionally and unconsciously attention? And what about the memory effect of the wed ad under the condition of intentionally and unconsciously attention?This essay inviting the academician as the testee, and discussing 3 main trend forms of wed ad that is Banner ad, Hash ad and Pop ad, by means of fuzzy statistical method combined with the evaluation-recognition method on certainty measurement, at the same time carrying out lab research by adopting imitated web, try to examine the memory effect under the condition of intentionally and unconsciously attention. The research result discovered, no matter the popularity of the ad, under the unconsciously attention, the memory effect of various form of the web ad appears apparent difference. And the degree of the memory effect is Pop ad > Banner ad > Flash ad; No matter the popularity of the ad, under the intentionally attention, the memory effect of various form of the web ad appears unapparent difference; The memory effect under the intentionally attention appears much more apparent difference than the memory effect under the unconsciously attention, and the memory effect under the intentionally attention appears much more better.These conclusions listed above display some theoretically and practical sense. On one hand, they can enrich the theory about web ad cognitive research; on the other hand, they can improve the effect of ad.