平面性诉求广告记忆效果的加工分离研究

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。

A Study of Process Dissociation of the Memory Effects of Sexual Appeal Printed AD

With the increasingly fierce market competition,marketeers resort all the more to sexual appeal AD to attract consumers,increase consumer interest,and improve the advertisement effect.Therefore,an appropriate degree of sexual appeal and an analysis of advertisement audience cognitive information processing by sexual appeal are important.With the proliferation of advertising messages,advertisers are increasingly using sex appeal to attract the audiences attention.Despite a number of relevant studies at home ...