The Effect Of The Text-perceived Attribute Of The APP Startup Page Advertisements On The Attention Processing

In order to explore the advertising effect of the current common advertising form,APP startup page advertisement,the influence of different perceptual attributes of advertising text on the user's attention processing is studied.In this study,eye movement technology was used to conduct experiments and analyze eye movement data on the premise that the advertisement was presented for 3 seconds,so as to judge the advertising effect.The study was divided into two parts.Experiment I used 3(the ratio of brand name and slogan font size:3:1,1:3,1:1)× 2(text position:above the ad image,below the ad image)within-subject design design to explore the impact of text font size and location on the effectiveness of the ad.Experiment II carried out on the basis of the experimental period,usins 3(the ratio of brand name and slogan font size:3:1,1:3,1:1)× 3(color matching of brand name and slogan:black or white&color,Designed in color&black or white,all in color,explore the effect of text font size andcolor on the effectiveness of the ad.Mainly got the following conclusions:(1)The main effect of brand name and slogan font size ratio on brand name gaze duration and gaze frequency is significant,the main effect of font position is not significant,and the interaction is significant.When the brand name and slogan font size ratio is 3:1,the user's gaze duration and gaze times are significantly higher than other levels,both above and below the ad image.That is,when the font size of the brand name is significantly larger than the slogan,it is more likely to attract the attention of the user,and the advertisement effect is better.(2)The influence of brand name and slogan font size ratio on the duration of gaze and the number of gaze are significant,and the interaction is significant.The influence of the position of the text on the duration of the slogan is significant,and it is more suitable for the user's attention processing when the slogan is located above the advertisement picture.However,combined with the influence of the position of the text on the processing of the brand name,it is impossible to draw a unified conclusion.The position of the text is more likely to attract the attention of the user.In general,the position of the text has a weaker influence on the processing of the ad text.(3)The main effects of brand name and slogan font size ratio on the brand name and slogan's gaze duration and gaze frequency are significant,the main effect of font color is significant,and the interaction is significant.When the brand name and slogan font size ratio is 3:1,as long as the color of the two characters is not all color,the brand name can cause more attention,but when the font ratio is 1:1,the brand name is color.When the slogan is black or White,the user pays more attention to the brand name.The study concluded that when the brand name and slogan font size ratio is 3:1 and the color is different,it can cause the user's attention processing,and the advertising effect is better.At the same time,in the mobile APP launch page advertisement,the positional factor of the text has a weak influence on the advertisement effect.