The Prediction Of Visual Elements On The Performance Of Facebook Ads

With the rapid growth of social network users,social network advertising has become an important marketing method for cross-border e-commerce companies.In the context of increasing reliance on visual senses,the influence of visual elements on social network advertising has become more and more obvious,but there are fewer studies analyzing the impact of visual elements on the effect of social network advertising.This article takes visual elements as the perspective,mainly based on social presence,social facilitating effects,Pierce semiotics theory,and advertising effect related theories,to study the prediction of visual elements on Facebook advertising effects and their psychological mechanism.This article believes that visual elements predict the effect of Facebook advertising by predicting social presence and social facilitating effects,and conduct an empirical test on the actual advertising data of Facebook advertising.The research results show that the three types of visual elements have predictive effects on Facebook advertising effects as a whole.Among them,symbolic signs play a significant role in predicting social presence and social facilitating effects.The role of analogous signs in predicting social presence and social facilitating effects is second only to symbolic signs.The role of logos in predicting social presence and social facilitating effects is the least obvious.From the point of view of the mechanism of action,visual elements predict the effect of Facebook advertising by predicting social presence and social facilitating effects,and the social facilitating effect has a positive predictive effect on social presence.The research conclusions of this paper enrich the psychological mechanism of the impact of visual elements on the effectiveness of Facebook advertising,and provide a new perspective for cross-border e-commerce companies to design Facebook advertising.