【作者】 张霞；

【导师】 江波；

【作者基本信息】 苏州大学 ， 应用心理学， 2013， 硕士

【摘要】 随着国内文化的开放和广告业的发展，性诉求广告作为一种新形式的广告诉求方式，在广告传播中运用的比例越来越高。但国内对性诉求广告心理效果的研究还较少，尤其是消费者个体特质对性诉求广告心理效果的影响研究几乎空白，且以往相关研究大多都是通过问卷、访谈等间接测量方法，信效度不高。本研究采用问卷调查和ERP技术相结合的手段，用问卷筛选出不同性别、性自我图式类型的受众之后，采用ERP研究的图片识别范式，考察不同性诉求程度广告图片诱发的脑电差异，并且分别对不同性别、性自我图式类型受众进行信息加工和情感反应时的脑电特点进行分析。结果表明：1、在早期知觉加工阶段引发的注意资源分配和加工上，性诉求广告图片比非性诉求广告图片诱发的P2成分平均波幅更大，获得更多注意资源分配。从受众性自我图式类型来看，不同性别积极性自我图式组均投入了更多的注意资源，在结果中表现为不同性别积极性自我图式组均诱发了更大平均波幅的P2成分。2、在记忆提取过程相对应的N2成分上，与非性诉求广告图片相比，性诉求广告图片诱发了更小平均波幅的N2成分，即对性诉求广告图片记忆提取难度较小。从受众性自我图式类型来看，不同性别积极性自我图式组均诱发了更小平均波幅的N2成分，即对不同性诉求广告图片的记忆提取过程均优于消极性自我图式组。3、情感唤醒和持续注意资源分配过程在ERP成分P300和LPP上，观看性诉求广告图片时的P300和LPP平均波幅显著大于非性诉求广告图片，且不同性别积极性自我图式组均比消极性自我图式组诱发了更显著的P300和LPP成分。更多还原

【Abstract】 With the opening up of the domestic culture and the development of the advertisingindustry, sex appeal advertisements as a new form of ads appeals, are being usedincreasingly in advertising communication. The research about psychological effects of thesex appeal advertiments psychological effect is fewer, especially which about the impact ofconsumers’ characteristics on the sex appeal advertisements effect is almost empty.Previous studies were explored mostly through questionnaires, interviews and otherindirect measurement methods, which are lack of reliability and validity.This research used the combination of questionnaire and ERP technology. Afterfiltering out different sexual self-schema types of audiences with questionnaires, weexplore the differences of EEG induced by the different sex appeal degrees ad images.Through the analysis of information processing and emotional reaction EEG of sexualself-schema audiences in different genders, try to find the cognitive processingneuroscience characteristics when they are watching plane sex appeal advertisements. Thefollowing results were obtained:1. In the early perceptual process, which is the attention resources allocation andattention processing, compared with non-sex appeal advertisements, sex appealadvertisments evoked greater P2component average volatility, which get more attentionresources allocation. Judging from the sexual self-schema type, positive self-schema groupin different genders both invested more attention resources, and induced greater P2component average volatility in results.2. In memory retrieval process corresponding to N2composition，compared withnon-sex appeal advertisements, sex appeal advertisments induced a smaller average volatility N2component which means it’s easier to memory retrieval. Judging from thesexual self-schema type, positive self-schema group in different genders both induced thethe smaller average volatility N2component, that is, whose memory retrieval process isbetter than negative self-schema group in different genders.3. On the ERP components of P300and LPP in emotional arousal and sustainedattention resource allocation process, the P300and LPP components average volatilitywhen watching sex appeal advertisements were both significantly greater than whenwatching non sex appeal advertisements, and compared with negative self-schema group indifferent genders, positive self-schema group in different genders induced greater the P300and LPP components average volatility.更多还原