The Impact Of Slogan Typicality And Product Type On Selective Attention And Recognition

The slogan typicality is one of the important factors influencing the effectiveness of advertisements.Merchants often choose to manipulate the typicality of slogans to attract consumers’ attention by emphasizing certain features of the products.In addition,product type plays a non-negligible role in the setting of slogans.People’s needs for different products are different.Accordingly,the characteristic information highlighted by slogans also changes with the type of products.This study aimed to use eye tracking to monitor and analyze the eye movement data of the participants in the whole process of browsing advertisements to examine the impact of slogan typicality and product type on advertising effectiveness,combined with the results of the slogan recognition memory test.This study was composed of two experiments:Experiment 1 was to investigate the impact of slogan typicality and product type on selective attention and recognition in print advertisements.Experiment 2 was to investigate the impact of slogan typicality and product type on selective attention and recognition in pop-up advertisements.Experiment 1 found that for utilitarian products,the degree of attention to high-typicality slogans was significantly higher than that to low-typicality slogans.For hedonic products,the degree of participants’ attention to high-typicality slogans was lower than that to low-typicality slogans,but the difference was not significant.In the recognition memory,whether it is an utilitarian product or a hedonic product,the correct rate and the standard of judgment for the low-typicality slogans were higher than those of the high-typicality slogans.And for hedonic products,the difference reached significant.Experiment 2 found that in the attention performance,when the product was an utilitarian product,the participants paid more attention to the high-typicality slogans than to the low-typicality slogans;when the product was a hedonic product,the participants paid significantly more attention to the low-typicality slogans than to the high-typicality slogans.In the recognition memory,the results were relatively consistent with the results of Experiment 1.Therefore,the conclusion of this study is that the collocation between the slogan typicality and the product type does have an impact on the final publicity effect of the advertisements.