Study On Assessment Of Fashion Print Advertisement Based On Visual Attention Mechanism

With the vigorous development of the clothing industry and the public demand of clothing increasing unceasingly, clothing enterprises pay more and more attention to the product promotion and brand shaping. Marketing model also unceasingly develop to diversification. Apparel print advertisement becomes important and irreplaceable marketing tool in shaping clothing brand image. Meanwhile, the international brand with rich management experience, strong financial preempted the China market rapid and outspread, although China possesses stronger production processing ability, but our brands still lack the abilities in marketing, especially in visual merchandising and advertising launch.Currently fashion print ads, there are also have many problems, such as marketing object does not outstanding, the advertisement effect is not obvious and so on, thus scientifically evaluate research to the clothing advertising effects has very important practical significance.This study based on visual selective attention mechanism theory, from clothing print advertisement visual elements to research the effect of advertising. On the one hand print advertising use certain visual stimulation to give effect on consumer, then forms the cognitive of products and brands, so as to achieve the marketing effect. On the other hand, consumer pay selective attention to print advertisement content, understanding and formation of cognitive concept is also different. Therefore, the visual elements to the effect of fashion print ads have very important influence.This paper firstly based on the Edward. K. Strong five stages model which applied in advertising psychological evaluation typical and combining the characteristics of apparel advertising, increase brand effect of evaluation content, form the complete fashion print advertising effectiveness evaluation model. Then in 6 basic print advertisement visual elements, and on the basis of brand characteristic, eliminate not obvious elements, choose the colour, image, logo and copywriter four visual elements index, propose significance hypothesis and make verification in the further research and experiment.On the advertisement effect study, this paper adopts questionnaire survey and eye tracking experiments method which combin the subjective and objective manner, tries to get the result more scientific and comprehensive. According to the advertisment involved theory and products participate theory, this research choose international brand clothing for type brand. On the basis of research print advertisement media, from "Vogue" select 226 seasonal advertisments as alternative experimental material, organize advertising professionals discussion and reference brand ranking and the characteristics of target visual elements, selected Loewe, Chanel, Yves Saint Laurent and Mont blanc four advertisments as experimental material to design the questionnaire and carry on survey.According to the study of the characteristics of brand in experiment, get to Ogilvy Co.LTD, Shanghai Meigao Creative Consulting Co.LTD, Huawei Technologies Co.LTD. (Shanghai Institute) and Shanghai Chengdong Information Technology Co.LTD. These four companies made 120 questionnaire surveys. Using SPSS 17.0 on scale quality inspection, through descriptive analysis get the basic feature and the preference choice. Through factor analysis, obtains each visual elements in the group of 7 effect factor loading and importance sort. Through correlation analysis, judgement the related degree of visual elements and specific psychological stage effect and brand effect.With visual elements change on advertising effects. Use single factor analysis method to get the result of significant test:3 hypotheses establishe andl item does not establish.The advertisement effect analysis is used mostly questionnaire method, but less adopt experiment way, especially fashion advertising sector is still in the blank stage. Eye tracking experiments can objectively record each index of visual attention, analyse visual effect conveniently. This study selected Donghua University's fashion institute and management instiute 30 students divided into two groups, professional and non-professional test. Generate Focus Map, Scan Path, hot Heat Map and Gridded AOIs four types of remarkable figure in different visual elements and test object between comparative studies. According to the experimental design, made advertisement colour change, graphic and letter symbol, background effect on model, copywriter display, copywriter size and professional and non-professional 6 elements change significant test, and get results of variance in time and gaze point through analysing KPI (Key specific Performance Indicators). There are 5 contrasts at the time was significant difference,3 items at the gazing point contrast significantly.Finally, according to the experiment and research results, this paper summarize the importance of different visual elements on fashion print advertisment, the difference between the advertisement audience and the influence of various factors to overall effect, psychological effect and brand effect. At last, this paper gives some rational suggestions on fashion print advertisement strategies.