Does Emotion Of The Advertising And Media Context Interact Impacting On Advertising Effectiveness

Media content constitutes a media context for Advertising embedded in it. For advertisers, the media context is an important environmental factor affecting advertising attention and information processing. With the development of media technology, media’s capability of carrying emotional information is also growing, whereas the media environment becomes more complex. Emotion has become an important factor concerning the advertising effectiveness from the media context. Research focused on the impact of media context or emotion on advertising effectivenessand more focus was placed on these two factors themselves, but conflicting conclusions are drawn. Does emotion of both the advertising and media context interactimpacting on advertising effectiveness?In this study, a physiological and psychological experiment was conducted. Video clips and advertisingcontaining emotional information were combined to manipulate advertising-contextual emotional information matches. Based on dimensional theory of emotional, this studyrespectively conceptualizes both arousal and valence as independent variables which affect the processing of advertising.Then from the emotional valence and emotional arousal emotional dimension explored the interactive impact of advertising and media context on advertising attention and memory effects. Attention to advertising was measured by recording heart rate and memory was measured byquestionnaire, including a recall mission and a recognition mission. The study found that emotion of the advertising and emotion of media context of has significant interactive impact on cognitive effects of advertising:from emotional valence dimensions, the matching type priority in advertising emotions and media contextual emotion, have led to the cognitive effects; from emotional arousal dimension, when the ad-context emotion does not match, media context can neutralize the memory caused by the ad arousal. For advertising embedded in the context of media, there is no direct correspondence between the attention and memory.Specific results are as follows:(1) Advertising-context divergence in valence increases the audience’s attention to advertising;(2) The low evoked advertising embedded in the context of high arousal can lead to better attention to the advertising;(3) Advertising -context consistence in valence results in significantly better recognition;(4) When arousal of advertising isconsistent to contextual:high arousing situations evoke best recognition; low arousing situations evoke worst recognition. WhenAdvertising-context divergence in arousal neutralizes recognitionBy discussing the emotional match from the cognitive effects of advertising, to some extent, this study tested different theories of advertising-contextual consistency effects and enriches and develops the research in related fields. Meanwhile, the result of study develop a more rational media plan for advertising,...