心理科学

心理科学 ›› 2011, Vol. 34 ›› Issue (6): 1308-1312.

• 基础、实验与工效 • 上一篇    下一篇

平面性诉求广告记忆效果的加工分离研究

彭彦琴   

  • 收稿日期:2011-01-25 修回日期:2011-10-03 出版日期:2011-11-20 发布日期:2011-11-20
  • 通讯作者: 彭彦琴

Separate processing of the memory effects of Sexual appeals print AD

  • Received:2011-01-25 Revised:2011-10-03 Online:2011-11-20 Published:2011-11-20

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摘要：

运用PDP（过程分离程序），以122名大学生为被试，以自编性诉求广告及自编包含与排除问卷为实验材料，采用3×2×2多因素设计，探讨不同裸露类型（含蓄、一般、直露）和代言人类型（名人、一般人）的性诉求广告在不同阶段（控制化加工、自动化加工）认知信息加工的模式差异。结果发现： 1）外显的控制化加工，含蓄型性诉求广告记忆效果最好；2）直露型性诉求广告内隐的自动化加工最高；3）未发现性诉求广告中存在名人效应。

关键词: 平面性诉求广告, 记忆效果, 认知信息加工, 过程分离程序

Abstract:

This research will use the method of the PDP to distinguish the implicit and explicit information processing of audience to sexual appeals advertisements. Exploring the information processing model and to explore the causes of. In the study, we choose 122 college students as testers. The study involved an experiment comprised a 3×2×2 factorial .The purpose of this study is to investigate how cognitive information processing would respond to sexual appeals advertisements by analysis the respond to Bare type (implicative, generally, explicit) and different types of celebrity spokesperson (famous, normal ) in advertising. The results showed that: 1. From the explicit control of processing, memory of implicative s Sexual appeals advertisements did the best effect. 2. From the implicit automation processing, the automatic processing of people on explicit sexual appeals advertisements did the best effect. People give more attention to explicit Sexual appeals advertisements in Subconscious. 3. The study did not find celebrity effect in Sexual appeals advertisements.

Key words: Sexual appeals print AD, The effects of memory, Cognitive information processing, Process Dissociation Procedure