Evaluation Of Implantable Advertising Effectiveness In Movies Based On Eye Movement Experiment

With the advent of the Internet age,the audience began to enter an ever-expanding and increasingly redundant information environment,the audience through the mass media released gradually losing patience traditional forms of advertising,advertising began to clear avoidance behavior,advertising effectiveness has become increasingly low,anyone who wants to be the message will inevitably face a audience can always be interference,disruption and denial situation.Unlike traditional forms may be active audience circumvent the advertising,media placement and content of its integration features,benign acceptance,memory and high Topic inherent qualities and strong,so that its other links and brand marketing with the good.But the current academic research on product placement is still in its infancy,research methods they use qualitative research methods and quantitative research methods and argumentation is not rare scientific and standardized.Specifications,advertising effectiveness assessment system to help advertisers and film producers in the advertising investment pricing,and help design element placement selection and focus.This article from the perspective of human factors engineering,using methods of cognitive and emotional processing theory measurements,establish placement effectiveness assessment model based on experimental basis eye movement,and enhance the effect of product placement in movies to make some suggestions,mainly to complete the study of the following aspects:(1)Select the movie clip experiment.Based on the number of multi-dimensional scale products involved in product placement and film in two dimensions of cluster analysis by product to find the corresponding movie clips.(2)Extraction visual pattern placement design elements.Based on the experts to discuss the basis of law and literature study determined on the 11 design elements 31 design elements and level.(3)Placement impact assessment to establish the questionnaire.On the basis of previous established advertising effectiveness assessment questionnaire,and 40 subjects were invited to pre-test,and project analysis and reliability and validity testing.(4)The use of eye tracking technology and analysis software BeGaze3.4 collected 300 eye movement data,and data processing,the use of single-factor analysis of variance screened to evaluate advertising effectiveness of eye movement.(5)The establishment of product placement effectiveness evaluation model.Relationship model eye movement and design elements,advertising effectiveness between using partial least squares.Advertising design and make optimization recommendations.