The Effect Of Facial Expression Of Advertisements On The Attitude Of Receivers

As an important individual factor, emotion can affect the consumer’s attitude, sorecently it becomes more and more important in print advertisement researches. As a veryimportant emotion stimulus, Facial expression can affect the consumer’s emotion andattention, further to influence consumer’s attitude. So taking the model’ face expression asstimulus, the study researches the interaction of emotion and attention in ads and their effecton attitude of ad and product. In order to get the questions clear, this study carries out3experiments:Experiment1: The models’ facial expression are simulated by computer and implanted innecklace print ads, the experiment takes them as stimulus to induce subjects’ emotionreaction, and measures the attitude change of the subjects. Through the investigation of thepsychological process, it clears the interaction of emotion and attention, and their effects onattitude of ads and products. The experiment using the simulation models is in order tocontrol all kinds of irrelevant variable, and to quantify the models’ facial expressions strength.This method makes the results more objective, and gives experiment2’ real models’ effect abaseline. Moreover, it expects to test the acceptance of simulation models in consumers.Experiment2: It takes more ecological real models’ facial expression as stimulus toinduce the subjects’ emotion reaction. Through the investigation of this process, it clears theinteraction of subjects’ emotion and attention, and the effects on attitude of ads and products.The purpose is to test the different effects on subjects between the real models’ faceexpression and the computer simulated models’ ones.Experiment3: Through changing the degree of blur of the models’ facial expression, thesubjects are induced into different emotion strength. Experiment3investigates the interactionof emotion and attention, and their effects on subjects’ attitude to the ads and products. The experiment2has proved that the positive facial expression has positive effects on ads; theexperiment3is to prove it in another way to enhance the results of experiment2.The results indicate that:Consumers follow the edge path of elaboration likelihood Model to process necklaceprint ads. Mainly affected by the pleasant emotions of the facial expressions of the model,consumers’ necklace and ads attitude was positively affected. Consumers’ attitude of necklacewas affected by emotional process greater than the cognitive processes. Subjects’ attention tothe face of model competed with the attention to necklace. The subjects’ positive emotionalexperience were enhancement, face to the attention of processing increases, and the attentionto necklace was reduced, subjects’ attitude of the necklace was enhanced.