Eye-movement Research On The Influence Of Spokesmen Information To Ads Psychological Effect

It is a commonly form of using the spokesmen to publicize for the product (or business) in commercial advertising. Ads spokespeople played an important role of information sources for the spread of advertisement, and to which they have a persuasive impact on consumers. According to statistics, the common voice in the current ad, the largest two types of spokesman image is the celebrities and ordinary people, almost equally divided, but how dose the actual effectiveness of the endorsement? What impact dose spokesmen information to Ads psychological effect? Remains to be further explored.In this study, eye movement technology and cognitive effects assessment are be used together to attempt to examine the influence of the type of spokesmen and product's consistency to advertising effect. And the influences of the number of celebrity spokespersons'own endorsement and the number of celebrity spokesmen in the same category of goods to advertising effect.The results showed: Firstly, the consistency of the type of spokesmen and product will have an impact on advertising effectiveness. Celebrity fit for to endorsement high-end products, ordinary fit for to endorsement low-end products. When the subjects watching the advertising pictures those spokespersons consistent and inconsistent with the type of product, their eye movement patterns exist differences and those differences can be reflected by cognitive effects. Secondly, too many celebrity advertisements in the same category of goods or a same celebrity endorsement for multiple products at the same time will weaken the advertising effect. And there are differences in subjects'eye movement patterns when they watching the advertising pictures that with different number of celebrity and different number of endorsement, which kinds of differences can be reflected through the cognitive effects.Results of the study can provide a reference for advertising and business when they choose Ads spokesman, so that they can make an appropriate advertising strategy to achieve the goal of optimizing advertising effects.