【摘要】：人的認知加工是一個自下而上和自上而下共同驅(qū)動的過程。一個新異刺激會引起自動的朝向反應(yīng),但當機體對這種刺激形成完整表征,并且該刺激對機體不具重要性時,反復(fù)的刺激會導致習慣化,朝向反應(yīng)消失,這就是互聯(lián)網(wǎng)用戶廣告回避行為的基本原理。當回避行為出現(xiàn)時,廣告信息無法獲得良好的加工,導致記憶效果變差。最初的互聯(lián)網(wǎng)廣告總是試圖依靠增加其物理屬性的凸顯性來吸引用戶注意,常常色彩鮮艷、伴隨著聲音或者抖動效果,使自己與背景完全區(qū)分開來。然而這樣做的結(jié)果不但增加用戶負擔、干擾當前任務(wù),也沒有使用戶記住自己。畢竟互聯(lián)網(wǎng)用戶每天要接觸成百上千個互聯(lián)網(wǎng)廣告,為了篩選有用信息,自動屏蔽廣告是為了適應(yīng)環(huán)境采取的必要策略。在這種情況下,互聯(lián)網(wǎng)廣告變得隱蔽起來,試圖隱藏在環(huán)境中,這樣做既把對用戶的打擾降到最低,又可以減少用戶的廣告回避行為,但這往往與廣告可辨別性的相關(guān)規(guī)定相沖突,同時破壞媒體環(huán)境。除了物理屬性,主觀因素也與廣告加工效果息息相關(guān),例如:當廣告內(nèi)容與所在環(huán)境的內(nèi)容相關(guān)性高時廣告記憶效果好,當用戶完成目的性較強的任務(wù)時回避行為更加明顯等。如果用戶可以根據(jù)廣告的物理屬性回避廣告,削弱對廣告的加工效果,那么用戶應(yīng)該也可以通過語義因素回避廣告,導致對廣告的加工效果變差。因此本研究提出廣告標題語義水平的概念,指一則標題符合消費者心目中廣告標題語義特征的程度。當向用戶呈現(xiàn)一則標題時,用戶越肯定這是一則廣告標題,代表該標題的廣告語義水平越高,用戶越肯定這不是一則廣告標題,代表該標題的廣告語義水平越低。本文以移動端的網(wǎng)絡(luò)新聞應(yīng)用為閱讀環(huán)境,以信息流廣告為主要的廣告形式,研究了物理屬性和語義因素對廣告加工效果的影響。實驗1驗證了網(wǎng)絡(luò)新聞應(yīng)用中廣告回避行為的存在,高凸顯性導致強烈的廣告回避行為,削弱了對廣告的再認成績。當信息流廣告凸顯性較低時,可能導致用戶無法有效回避廣告,只有足夠凸顯時,才能產(chǎn)生有效的回避行為。實驗2證明,不僅物理屬性凸顯性影響廣告的加工效果,用戶也可以通過語義因素回避廣告,導致再認成績變差。凸顯性和語義水平之間存在某種交互作用,高凸顯性會削弱不同語義水平帶來的差異,而高語義水平也會削弱不同凸顯性帶來的差異。為了更好地理解用戶心目中廣告標題的語義特征,我們還對廣告標題語義水平的影響因素進行收集和分類,并驗證了這些因素對語義水平的預(yù)測性,結(jié)果證明消費者主要根據(jù)是否包含商品/服務(wù)信息、是否對消費者有效用,以及是否催促用戶做某事等語義信息來判斷廣告標題的語義水平,但是與情緒/情感感受或者語言特征的關(guān)系不大。由于廣告標題語義水平是本研究提出的一個新的概念,對于這一概念的邊界、維度,以及不同維度對于廣告回避行為、消費者態(tài)度的影響等,均還需更加深入的研究。
[Abstract]:Human cognitive processing is a bottom-up and top-down process. A new isostimulation leads to an automatic orientation reaction, but when the body is fully characterized by such a stimulus, and the stimulus is of no importance to the body, repeated stimulation leads to habituation and disappears towards the reaction, which is the basic principle of the Internet user's advertising back-back behavior. When the anti-collision behavior occurs, the advertisement information can not get good processing, and the memory effect is deteriorated. the initial internet advertisement is always trying to attract the attention of the user by increasing the salience of its physical properties, often brightly colored, with the effect of sound or dithering, so that it is completely distinguished from the background. However, the result not only increases the user's burden, interferes with the current task, but also does not keep the user in mind. After all, Internet users are in touch with hundreds of internet advertisements every day, and in order to screen useful information, automatic screening of advertisements is a necessary strategy to adapt to the environment. in this case, that Internet advertisement is hidden, try to hide in the environment, so as to reduce the disturbance to the user to the lowest, but also reduce the user's advertisement back-avoidance behavior, but this is often in conflict with the relevant regulations of the ability to distinguish the advertisement, and destroy the media environment at the same time. in addition to that physical property, the subjective factor is also closely related to the effect of the advertisement proces, for example, when the content of the advertisement is high with the content of the environment in which the advertisement is located, the advertisement memory effect is good, and when the user completes the task with stronger purpose, the behavior of the advertisement is more obvious and the like. If the user can avoid the advertisement according to the physical property of the advertisement, and the processing effect on the advertisement is weakened, the user should also avoid the advertisement through the semantic factors, resulting in poor processing effect on the advertisement. Therefore, this research puts forward the concept of the semantic level of the advertisement title, which means that a title accords with the semantic feature of the advertisement title in the consumer's mind. When a title is presented to the user, the more the user is certain that this is an ad title, the higher the semantic level of the advertisement on behalf of the title, the more the user is certain that this is not an advertisement title, the lower the level of the advertisement that represents the title. In this paper, the effect of physical and semantic factors on the effect of advertisement processing is studied based on the network news application of the mobile terminal as the reading environment and the information flow advertisement as the main advertising form. Experiment 1 verifies the existence of the advertisement back-avoidance behavior in the network news application, and the high salience results in a strong advertisement return behavior, and the rerecognition result of the advertisement is weakened. When the advertisement of the information flow is low, the user can not effectively avoid the advertisement, and only when the information is sufficiently highlighted, the effective anti-collision behavior can be generated. Experiment 2 proves that not only the physical attribute highlights the processing effect of the advertisement, but also the user can avoid the advertisement through the semantic factors, leading to the deterioration of the recognition result. There is some kind of interaction between the salience and the semantic level, which can weaken the difference of the different semantic level, and the high semantic level can also weaken the difference brought by the different salience. in order to better understand the semantic features of the advertisement title in the user's mind, we also collect and classify the influence factors of the semantic level of the advertisement title, and verify the predictive of these factors on the semantic level, and the result proves that the consumer mainly determines whether the consumer is mainly based on whether the commodity/ service information is included, Whether the semantic level of the advertisement title is judged by the semantic information such as the effective use of the consumer and whether the user is urging the user to do something, but the relationship with the emotion/ emotion feeling or the language characteristic is not small. Since the semantic level of the advertisement title is a new concept put forward in this study, the boundary, dimension, and different dimensions of the concept also need to be further studied in terms of the advertisement return behavior, the influence of the consumer's attitude and so on.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：B842

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