【摘要】 目的:广告的有效性受很多因素的影响,本文就从心理学眼动研究的角度对各影响因素进行论述,以期对广告的设计以及有效性研究提供更为准确可靠的依据。资料来源:应用计算机检索Ebsco,Elvesier,KluwerOnline,Proquest等数据库1979-01/2005-12有关广告研究和眼动研究的文章。检索词“advertising,ads,advertisement,scanpath,picture,scene,print,eyemove-ment,visualresearch”等,并限定文章语言种类为English。同时在中国期刊网检索相关文章,并限定文章语言类型为中文,检索词为“广告,眼动,视觉搜索,扫描路径”等。另外在校图书馆和系图书室手工查找相关文献。资料选择:选取实验包括广告和眼动研究的相关文献,进行初审,删除明显不包含广告有效性研究的文章,然后查找余下的文献全文,进一步判断是否为关于广告有效性的眼动研究。纳入标准:①关于广告的有效性研究,无论是位置、颜色还是大小、布局等。②从眼动的角度进行的研究,而非其他角度,比如脑电、美学等。资料提炼:共检索28篇关于研究广告有效性的眼动研究,17篇符合标准。排除的11篇文献中,其中4篇是因重复的同一实验,5篇为广告的情绪对广告记忆效果的研究,2篇是元分析研究。资料综合:平面广告包含3个元素:图片元素、品牌元素和文本元素。影响广告有效性的因素很多,包括广告的大小、颜色、位置、插图。还包括其他影响因素,比如广告的信息量、消费者的卷入程度,甚至声音也会对广告效果产生影响。结论:影响广告有效性的因素很多,除了广告的大小、颜色、位置、插图,还有很多因素需要考虑。巧妙的把心理学研究成果应用于广告设计中无疑会达到更好的宣传效果。更多还原

【Abstract】 OBJECTIVE: The effectiveness of advertisements is influenced by many factors. The article is aimed to analyze them from the point of eye movement in order to supply the valuable and accurate basis for the advertisement designing and effectiveness research. DATA SOURCES: The literatures of advertisement research and eye movement were from the database such as Ebsco,Elvesier,Kluwer Online,Proquest and so on from January 1979 to December 2005 by computer with the key words of "advertising,ads,advertisement,scanpath,picture,scene,print,eye movement,visual research",etc. in English. Meanwhile,some literatures were searched in China National Knowledge Infrastructure (CNKI) in Chinese with the key words of "ads,eye movement,visual search,scanpath",etc. Some useful related articles were retrieved in the library of this university and department. STUDY SELECTION: All articles related with the advertisement and eye movement were selected firstly,while those articles that had nothing to do with the effectiveness of advertisements were deleted. The full-texts of qualified literatures were searched. Articles with or without the effectiveness of advertisements and eye movement were judged. The inclusive criteria: 1The article was about the effectiveness of ads,no matter position,color,size,or even placement,etc. 2The article was from the view of eye movement,not from the other point of view,such as event-related brain potential (ERP) and aesthetics,etc. DATA EXTRACTION: All together there were 28 articles that were connected with the effectiveness of ads and eye movement,and 17 of them were accorded with the inclusive criteria. Among the excluded 11 articles: 4 articles were about the same experiment 5 articles were about the influence of emotion on the effectiveness of ads the rest 2 were the meta-analyses. DATA SYNTHESIS: The plane ads included three factors: picture,brand and text. The advertising effectiveness was influenced by many factors not only including the ad size,color,position,pack shot,but also influenced by the information of the ads,the involvement of the consumers and even the sound while viewing the ads. CONCLUSION: The advertising effectiveness is influenced by many factors. Except the size,color,position,pack shot,there are many other factors that should also be considered. Applying the result of psychology researches into the ads designing will surely improve the effectiveness of ads.更多还原