Research On The Influence Of Scene Presentation Of Picture Advertising On Purchase Intention

Vivid and intuitive advertising will have a positive impact on consumers.With the advent of the era of “digital economy”,enterprises are more and more willing to invest in advertising in order to attract consumers’ attention and improve market share.However,whether online pop-up advertising in the online world or offline mall advertising arranged by physical stores,the advertising space that enterprises can control is always limited.For enterprises,how to increase consumers’ purchase intention through advertising design is particularly important.In previous studies,visual cues in advertising have always been an important factor affecting consumer decision-making.Existing studies mostly focus on the influence of advertising color,shape and size,but the influence of spatial distance in visual cues has been ignored by many scholars.Moreover,as a spatial visual clue,advertising scene presentation is widely used in marketing practice.It is a design element that advertising creators must think about in the creative process.Usually in the shooting process,advertising creators will use specific scenes to highlight the core characteristics of the product,so as to promote consumers to have a positive emotional response.Therefore,based on the above considerations,this paper takes the presentation mode of advertising scene as the research object,and focuses on the impact of the presentation mode of advertising scene and its interaction on purchase intention through three experiments.The specific research contents and conclusions are as follows:Experiment 1 discusses the direct impact of advertising scene presentation on consumers’ purchase intention based on the principle of overall priority.The data analysis results show that in the application of advertising scene presentation,panoramic series ads can make consumers’ purchase intention more positive than close-up series ads.Experiment2 bases on the theoretical analysis of the impact of different types of advertising on the level of product presentation and the interactive analysis of product presentation,this paper discusses the impact of different types of advertising on the level of product presentation.Specifically,the presentation of close-up series advertisements for practical products will make consumers have a more positive purchase intention,and the presentation of panoramic series advertisements for hedonic products will make consumers have a more positive purchase intention,and the processing fluency plays an intermediary role in the process of their interaction.Experiment 3 also discusses the three interactions of advertising scene presentation,product type and advertising appeal based on the level of interpretation theory and matching theory.The experimental results show that there is an interaction among advertising scene presentation,product type and advertising appeal.Specifically,compared with the prototype appeal,the example appeal used in the practical product close-up series advertisement will make consumers’ purchase intention more positive.Compared with the example appeal,the prototype appeal used in the hedonic product panorama series advertisement will make consumers’ purchase intention more positive,and the processing fluency can also play an intermediary role in the interactive influence of the presentation mode of advertising scene,product type and advertising appeal mode.This study broadens the application of the principle of overall priority and the theory of interpretation level in the field of marketing.The research conclusion has strong practical guiding value for enterprises to design creative advertising and formulate advertising strategies.