Study On The Influence Of Color Clues And Advertising Types On Advertising Effectiveness

Nowadays most advertisements use color images,and the black and white ads gradually fade out of the people's view.However,in the process of communication with consumers,there are still many brands using black and white images to carry out brand/product publicity.In fact,creating advertising images different from competitors,attracting consumers' attention,understanding and ultimately buying products is the most desired result of marketing research and practice.Previous studies suggest that color(black and white/color)will stimulate consumers to be at different levels of construction(high/low)and affect their decision-making preferences.However,is there a difference in the level of construction inspired by this approach and the other ways(time,space,society,and probability)?How can an enterprise get better advertisement effect by choosing color?Do all the products apply in this way?To answer the above questions,it is not only a perfect study of the theory of the existing construal level,but also the optimization of the advertising strategy of the enterprise.Based on the "inherent bias" perception model in the field of visual marketing,this study believes that the high and low construction levels stimulated by the color cues are heterogeneous in the physiological consciousness.Among them,black and white stimulates a high level of construction of the individual's conscious level;and color will stimulate the low level of construction of the individual's subconscious level.Further,based on the theory of construction level and information processing theory,this study believes that the combination of different dimensions of the color and the different dimensions of the broad appeal will only work best when consumers have a high degree of fluency in the processing of advertising content.If the advertisement is a prototype appeal,the company should adopt black and white effect images in advertising design and brand promotion.At this time,the information processing process of consumers is at a high level,and it is easy to generate positive emotions and strong purchase intention;if the advertisement is exemplary When appealing,companies should adopt color effect images in advertising design and brand promotion.At this time,consumers' information processing process is at a relatively high level,and it is easy to generate positive emotions and strong purchase intentions.Finally,based on the theory of explanatory level and metacognitive theory,this study believes that product types will adjust the combined effect of color clues and appeal methods:When the product(packaging)and specific colors are highly associative,no matter what kind of broad appeal methods companies use,Using color cues is more conducive to consumers to make positive advertising evaluation.When the product(packaging)is not associated with a specific color,in the prototype appeal mode,companies adopt black and white clues that are more conducive to consumers to make active advertising evaluation;in the case of exemplary appeal,the adoption of color clues is more conducive to consumption.Make positive advertising evaluations.This article proposes hypotheses based on the above points of view and discusses these hypotheses through three experiments.Among them,experiment 1 verifies the main effect(interaction of color clues and wide appeals);experiment 2 verifies the mediation of information processing fluency;experiment 3 verifies the regulation of product types.These results provide further empirical support for the impact mechanism of the matching degree between color clues and advertising appeals on the attitude of advertising.In general,color is an effective way that can affect the individual thinking mode and change the consumer's purchase preference.This study believes that,in the process of advertising,enterprises should:(1)Dig deeper into the connotation of brand,develop a hierarchical brand image,and focus not only on specific exemplary appeals,but also on the whole prototypical appeal.(2)Setting up the corresponding advertisement color according to the theme of the advertisement,instead of pursuing color blindly.(3)The advertisement theme and color are set up reasonably according to the product type.For example,for some long history,high-quality and colorful products,black and white effects can be used to enhance consumers' interest in advertising and brand when promoting brand stories.