| With the popularity of network-made variety shows(hereinafter referred to as ensemble),the program has the advantages of high quality,strong topic and large audience,which ushered in a new opportunity for the development of implantable advertising.This research selects the placement advertisement of the network variety "wonderful flower theory" as the research object.Since its premiere in 2014,it has been broadcast for seven seasons.It is the representative of the successful network.The program has its own features in form and content,and has brought considerable advertising revenue.The total investment in the first five seasons has reached 1.5billion yuan.the placement of "wonderful flower said" advertising achieved high sales results,at the same time,its advertising psychological effect in the end? What factors affect their psychological effects? Where is its success? Based on this,this study adopts the empirical research method to explore the psychological effect and influencing factors of implantable advertising.The empirical study on the psychological effect of implantable advertisement in "Strange Flower Theory" mainly discusses the psychological effect of implantable advertisement from three dimensions of "cognition "," emotion" and "intention movement ".The three characteristics of "humor "," relevance" and "interruption" are investigated in the factors of advertising execution,while the individual factors of audience are divided into three variables : " attitude attitude "," advertising skepticism" and " program intervention " three variables.Empirical research was carried out by questionnaire survey.283 effective samples were obtained through online survey of questionnaire stars,and the quantitative questionnaire data were analyzed by SPSS22.0.The empirical study shows that the psychological effect of implantable advertising is good,especially in cognition and emotion,but the effect of intention is weak,and there is a correlation between them.According to the influence of advertising execution factors,advertising humor and positively affect the psychological effect of advertising,and interruption does not affect the psychological effect of advertising.In the audience individual influence factor,the audience's implantable advertisement attitude is more positive,the implantable advertisement psychological effect in "strange flower said" program is better;the audience's intervention degree to "strange flower said" program is higher,the implantable advertisement psychological effect is better;And audience advertising skepticism and "strange flower said" program cognitive psychological effect has a negative correlation. |
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