The Influence Of Media Involvement And Context-Ad Congruence On The Psychological Effect Of Sexual Appeal Advertisements

With the opening up of the domestic culture and the development of the advertising industry, sexual appeal advertising gradually became the main way to catch the audience’s attention.Although western countries research on sexual appeal advertising has more than30years of history, but the domestic research on it has been lagging. To sex appeal ads should be study in which medium situation is rare. This study will combine the subjective evaluation and objective measurement methods give an answer. Studies about what kind of context characteristic will be suitable for the sexual appeal advertisings are uncommon. This study will combine the subjective and objective evaluation methods of measurement give the answer.This research is divided into two parts, study1employed2×2mixed design, selected130subjects to explore the influences of different media involvement(high involvement and low involvement) to different types of ads(sexual appeal and non-sexual appeal) through subjective evaluation method.Study2used eye-tracking experiment to explore the possible causes of study1result, and further explored the effect of context-ad congruence to subjects’attention. Chose60participants, employed2(media contexts:with sexual content and without sexual content)×2(types of ads:sexual appeal and non-sexual appeal)×2(media involvement:high involvement and low involvement) mixed design.The results indicated that:(1) Sexual appeal ads had better memory and the advertising attitude, but a lower propensity to buy.(2) Ads in high level media involvement had a better attitude, but it would reduce advertising recall.(3) Participants had larger pupil when they viewing ads in low level media involvement than in high lever.(4) The impact of the influence of context-ad congruence to ads was not significant. Subjects would have larger pupil when viewing ads excluding sexual content than with sexual content, and would have larger pupil when viewing sexual appeal ads.(5) In the sexual appeal advertising level, the degree of media involvement effect was not significant; while in non-sexual appeal ads lever, it’s significant, subjects involved in low-level media watch non-sexual appeal ads had larger pupil than those in high-lever media involvement.