The Audience's Psychological Effectiveness Of Pre-roll Advertising Which Can Be Closed

In recent years,pre-roll advertising which can be closed was beginning to show on the domestic network video website.The characteristic of this form of advertisement is "closed",which both can achieving the product or brand publicity effect,and respecting for video users' viewing experience to the utmost.Although the pre-roll ads which can be closed has become common in foreign network,but in the domestic video website,especially compare to the mandatory pre-roll advertisement,it is still a minority.Hence,the psychological effect of the audience of pre-roll advertising which can be closed under the background of the domestic internet application needs to further discuss.This study adopts laboratory experiment to simulate the situation which participants contact the pre-roll advertising(both the compulsory one and the can be closed one),and use the questionnaire which base on the L&S model and ELM to collect the participants' evaluation.Finally,quantitative analysis is used to compare the differences between two forms of pre-roll advertising.The result shows that pre-roll advertising which can be closed is superior to the mandatory pre-roll advertisement in brand recall,brand cognition and attitude toward advertising.Besides,the user trend to Interpret the information of pre-roll advertising which can be closed through peripheral route,and to be more impressed with the marginal information in the advertisement.In the last part of this paper,we analyzes the status and reasons of pre-roll advertising which can be closed in domestic network video website.This paper aimed at enriching the study on effectiveness of pre-roll advertising which can be closed and providing a theoretical support to guide the direction for advertisers and video website in advertisement creation and advertising operation.