Analysis On The Print Advertisement Effect Evaluation Of Female Underwear Based On Eye-tracking Method

With the flourishing development of the underwear industry in China,the competition of underwear industry is becoming more and more intense.Underwear companies have to use advertising to increase the publicity of the brand.Print advertising as a main way of underwear promotion,but because of its lack of scientific guidance in design,communication and other aspects,the high input of advertising has not brought high returns.This research is based on this phenomenon,through literature review,eye movement test,questionnaire survey and other methods to study the advertising effect of underwear advertising.First,on the basis of literature research,through the Delphi method and brainstorming method,the advertising composition factors that affect the evaluation of women's underwear advertising effect were determined.Combined with the AIDMA five stage model,the evaluation model of female underwear advertising effectiveness was constructed.After that,the importance of advertising models,advertising products,advertising signs(brand LOGO),advertising slogans,advertising background,advertising composition and advertising brand is analyzed through questionnaires,and the research hypotheses are put forward.Then,based on objective experimental data and subjective evaluation,the effect of underwear advertising is studied through the combination of eye tracking experiment and questionnaire.In this paper,the single factor variance analysis were used to analyze the eye movement data.The eye movement data include the number of entry,the fixation time,the number of gaze points,the fixation rate,and the first entry time.It is found that advertising models,advertising products,advertising slogans,advertising backgrounds and advertising signs(brand LOGO)have significant effects on the attention,interest and understanding stage of psychological effects of women's underwear advertising.And this effect is different.At the same time,the result of paired sample test shows that the popularity of models,the linguistic form of advertising slogans and the complexity of backgrounds influence the attention,understanding and interest stages of advertising effectiveness evaluation.In addition,by analyzing the experimental significant images and independent sample test,it is found that advertising professionals' attention to advertisements is differentfrom ordinary consumers.After that,the results of the subjective evaluation were compared with the results of the eye movement experiment,and the 3 hypotheses were verified.Specifically:(1)The influence of the popularity of the model in the advertisement on the psychological effect of the female underwear print advertising has a significant difference;(2)The effect of advertising language in Chinese and English language on the psychological effect of female underwear print advertising has significant difference;(3)The complexity of the advertising background has a significant difference in the psychological effect of the female underwear print advertising.It is also found that women are more likely to be attracted by advertisements.Consumers who bought underwear through print advertisements are more likely to buy underwear when they face advertisements.Finally,according to the conclusion,the paper puts forward some suggestions on the development of female underwear advertising.The shortcomings of this study and the direction of future research are also pointed out.It is expected to promote the development of women's underwear brand and promote the construction of Chinese underwear brand.