Research On The Metaphorical Influence Of APP Screen Advertising On The Attitude Of The Advertising Audience

With the rapid development of the mobile Internet,people's extensive use of mobile apps,and the profit demand of APP platforms and advertisers,the emerging advertisement of APP display on APP startup interface emerges at the right moment.How to make the audience to have a good attitude when watching the APP's open screen ads is a problem that all stakeholders pay close attention to.Metaphorical advertising is a common type of advertising design,and the accurate use of metaphorical advertising is conducive to enhancing the attitude of the advertising audience.Therefore,by studying the influence of advertising metaphor on the attitude of the advertising audience,this paper provides Suggestions and Suggestions for the APP platform and advertisers on how to make the advertising audience have a better attitude towards the on-screen advertising of the APP.Relevant literature review at home and abroad as well as cognitive response theory,conceptual metaphor theory,information processing theory,fluency,on the basis of theory and the theory of attenuator,combined with the characteristics of opening the APP advertising research APP opening the metaphorical advertising and advertising audience attitude,and delve into the advertising time and user control over whether the two APP advertising scene respectively in advertising metaphorical advertising attitudes and brand attitude towards advertising audience regulating role in the process,the influence of And whether processing fluency plays a mediating role in the process of advertising duration and user control regulating the influence of advertising metaphor on the advertising attitude and brand attitude of the advertising audience.Thus,a theoretical model between the metaphorical nature of APP screen advertising and the attitude of the advertising audience is proposed.In this paper,metaphorical advertising experiments and questionnaires were conducted by means of snowballing,and the collected data were analyzed by using SPSS22.0.The following research results were obtained :(1)metaphorical advertising has a significant positive effect on the advertising attitude and brand attitude of the advertising audience;(2)advertising time will not play a regulating role in the metaphorical influence of advertising on the attitude of the advertising audience;(3)user control rights all play a negative regulating role in the process of metaphorically influencing the advertising attitude and brand attitude of the advertising audience;(4)processing fluency plays a mediating role in the process that the metaphorical advertising of user control regulation influences the advertising attitude and brand attitude of the advertising audience.The research conclusion of this paper can further deepen the study on the metaphorical nature of APP display advertising and the attitude of advertising audiences,and provide some Suggestions for APP display advertising platforms and advertisers:(1)for APP display advertising platforms: reasonably formulate the marketing strategies of APP display advertising and avoid the disadvantages of user control;(2)for advertisers with APP screen ads: use metaphorical ads to improve the attitude of the advertising audience,choose the shortest time of APP screen ads to display metaphorical ads,and try to avoid the choice of APP platforms with user control to release metaphorical ads.