The Influence Of Advertising Appeal And Product Types On Advertising Psychological Effectiveness

Advertising psychological effectiveness is always the study hotspot in the field of advertising psychology. It is easy to formulate what kind of advertising, use what media and what the expression means to take to achieve the desired effect through analyze the psychological effect of the audiences. Print Ads as the research objects, so formulating the rational expression means and strategy for advertisement is the ultimate goals of this study. The rational appeal and the emotion appeal are two appealing types of advertising, which influence the audiences'mental processing differently. However, the most important factor deciding which type to be used is the characteristics of the product itself.On the basis of the past research,this paper investigated the relationship between the product types and the advertising appeal under the condition of the high or low brand awareness. Then, analysed the mechanism of information processing while the audiences read advertisement. Finally, summed up the matching between the product types and advertising appeal. Through two experiments, researching the following conclusion:(1)No matter the brand awareness is high or low, the main effect of product type was significant, that was high involvement products'AOI received more attention than the low one.(2)The emotional advertisement was mainly appropriate for the low involvement products, the main indexes of eye movement data were significant different. The rational advertisement was mainly appropriate for the high involvement products, the main indexes of eye movement data were also significant different.(3) In the aspect of cognitive reaction and emotional response, the main effect of advertisement appeal was significant, that was the audience received more cognition from the rational advertisements , and aroused more emotional response from the emotional advertisements.(4)The main effect of the purchasing behavior wasn't significant while the products'brand awareness was high; The audiences'purchasing behavior had no difference for the low involvement products while the products'brand awareness was low. However, no matter what advertising appeals, the audiences had no intention to purchase the high involvement products.