| Human cognition system works in both bottom-up and top-down ways.A novel stimulus will lead to automatic orienting response,but once people form a complete schema of this stimulus,and determine that the stimulus is unimportant,repeated stimulation will only lead to habituation,orienting response will disappear.This is the basic of advertising avoidance behavior of internet users.When avoidance appear,advertisements couldn’t get fully processed,Which would lead to poor memorization.Early internet advertisements always try to attract users’ attention by making themselves distinguishing,colorful,animated and with sound.However,these efforts only increased burden on users,caused more interference,didn’t even get ads memorized.After all,internet users encounter with hundreds of thousands of internet advertisements everyday,in order to find the truly useful information,automatically screening irrelevant information such as internet advertisements is a necessary strategy to adapt.Under this circumstance,internet advertisements become hard to find,trying to blend into the background,in order to minimize interruptions and reduce avoidance.It should be noticed that this may be conflicting with some distinguishability regulations and damage media environment.In addition,top-down factors matters as well,for example,advertisements are remembered better when contains information that is relevant with the editorial content,avoidance behavior is stronger when users are fulfilling a more specific task.If users can avoid advertisements by their physical properties,they should be able to avoid them by their semantic factors as well,leading to poor processing effects.For which we come up with the concept of semantic level of an advertisementtitle,that is,how well a title matches the semantic characteristics of an advertisement title in the consumers’ eyes.When presented with a title,the more certain that this is an advertisement title they are,the higher the semantic level of the title is,the more certain that this is not an advertisement title they are,the lower the semantic level of the title is.As mobile internet gains its popularity,mobile advertising’s share in the total internet advertising revenue soared every year.This paper takes mobile news application as reading environment,news feed ads as main form of advertisement.Experiment 1 verified the existence of advertising avoidance behavior in mobile news application,and that salience is an important factor.When the salience of news feed ads is low,users can not effectively avoid advertisements.Only when it is salient enough can users fulfill effective avoidance behavior,leading to poor memorization.The results of experiment 2 show that the result of advertising processing is not only affected by the salience of physical attributes,but also by semantic attributes.There is a kind of interaction between salience and semantic level,high salience will weaken the effect of semantic level and vice versa.In order to better understanding the semantic characteristics of advertisement titles in consumers’ eyes,in chapter 4,we collected and classified 46 factors of 5 dimensions that may influence the semantic level of an advertisement title,and tested the prediction validity of different dimensions.The results show that consumers make their judgments mainly depending on whether the title contains information of goods / services,whether the title contains utility,and whether the title contains semantic content such as urging you to do something,they do not rely on the feeling/emotion the title causes,or their linguistic characteristics.The semantic level of an advertisement title is a brand new concept we come up with in this study,there is still a lot to determine,such as boundaries and dimensions,as well as the effects of different dimensions on the processing results and consumer attitude etc. |
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