Print Public Service Advertisement Effect Of Eye Movement

In twenty-first Century, psychological is one of the development trend of China’s marketing, use the psychology analysis behavior of consumer, reveal the black box of consumption psychology.With the rapid development of science technology and information, advertising is everywhere. The proportions of PSA also gradually increase. What appeal to public service advertising is the most effective? Which advertising theme can attract more attention? What is the relationship between the appeals and themes,whether it link on the effect of advertising? These questions have been the focus of advertising industry and psychological research.In this paper, the eye movements and advertising effectiveness researches which from domestic and foreign were reviewed. This paper explored the effect of appeals (animal protection, care for children, pollution) and theme(animal protection, care for children, pollution) to the ads in order to answer these questions. The study randomly selected76subjects, using3x3two factors experiment designs. Take advantage of radial psychology to analyze the changes in consumer psychology and the advertising effect.And to explore whether there is interaction between ads theme and emotional. This interaction is how to influence the effect of advertising. The results show that:1. Themes can not affect the subjects to gaze the advertising, interaction of emotional appeals and themes and emotional appeal can influence the situation of watching advertising. No matter which theme, humorous appeal is subjects favored. Under the Sympathy appeal, subjects gaze the most cognitive processing times on the theme of pollution; under the other appeals, subjects gaze more cognitive processing times on the theme of care for children.2. The theme of care for children and sympathy appeals advertisement can cause more fixed in the background area; the other appeals, pollution theme can easily take care of the background area, area of interest does not affect subjects to understand the depth of processing. But the characters and animal element can seize the eye, become hot spot.3. Under Sympathy appeal, caring about children’ theme can easy to cause subjects to think about the problems which reflected; under humor appeal, the pollution can easily reflective thoughts; under fear appeal, three themes were not significantly different.4. Advertising theme and the interaction effect of theme and emotional appeal can affect the conviction of ads.Subjects think that the theme of caring for children reeched persuasive.Under the appeal of sympathy, pollution is the most persuasive and protect animal is the least persuasive;Under the appeal of fear, protect animal lack of persuasion,pollution is the least persuasion; Under the appeal of humor, persuasion of caring for children theme is far greater than the theme of love for children.5. The theme of advertising has some influence on future behavior of subjects. Effect of caring about children is the largest and the difference between care for children and animal protection is significant. Interaction of themes and emotional appeals has certain effects on the future behavior of subjects. Under the sympathy appeal, care for children is the most likely to change subjects’ future behavior and there are significant differences between the three themes; Under the fear appeal, The order of influence to subjects’ fother behavior from high to low were protect the animal, care for children, pollution control.Under the humor appeal, the theme of pollution have the biggest influence on future behavior of subjects.