Research On Eye Movement Spokesperson For The Type Of Appeals Appealing Advertising Psychological Impact Effect

Appealing advertising as an advertising expression, once available, will receive mixed reviews. Supporters argue that the use of male and female models sexy star as advertising or modification of character, easy to attract the attention of the audience’s attention and promoting consumer awareness of advertising and product to achieve a good advertising effect. Opponents argue that advertising is easy to cover up sex appeal advertising product information will affect consumer perception of the product, is not conducive to achieve a good advertising effect. Appealing advertising in China’s development in the nascent stage, most of them draw on relevant research abroad, taking into account the social and cultural environment in which there are some differences between China and foreign countries, in the study of the demands of advertising, you should consider China’s actual situation, in order to achieve good research results.Research is divided into two experiments, the first test is the eye test for the audience while watching the ad, changes in eye movement, to achieve the audience to ascertain the psychological effects of advertising; second experiment experimental ad awareness, used to confirm the audience while watching the ad, advertising awareness and product reviews, and the final purchase intent. To explore these two experiments, Pursuit advertising spokesmen in different types and Appeals, to the psychological effects of advertising. Institute obtained the following conclusions:(1) Interest in the character area, the spokesperson for the type and Appeals fixation duration, fixation times and the main effect of pupil size significantly, watching time and the interaction of pupil size significantly;(2) Interest in the brand area, the spokesman for the type and Appeals for watching time, watching the number of main effects and interactions, and pupil size significantly;(3) When the tactful type of Appeals for the time, celebrity endorsement is better than ordinary psychological effect;(4) When the general type of Appeals for the time, celebrity endorsements is better than ordinary psychological effect;(5) When the exposed type of Appeals for the time, celebrity endorsement is better than ordinary psychological effect;(6) on the ad attitude, spokesman type and Appeals significant main effect is the interaction effect of the test gender and Appeals significantly, which appeals mode being tactful type, ad attitude highest score, the general type secondly, Stripped lowest;(7) on the product attitudes, subjects of gender, spokesman type of Appeals significant main effect is the interaction effect of the test gender and Appeals significantly, which appeals way tactful type, product attitude highest score, the general type of second, nudity type the lowest;(8) on the purchase intention, spokesman type and Appeals significant main effect, the subject of gender and spokesperson types, are explicitly test gender and Appeals and the subjects of gender, spokesman type and Appeals interaction with which appeals way tactful type when, willingness to buy the highest score, followed by general type, type bare minimum.