Research On The Effect Of TV - Based Advertisement Based On Cognitive Perspective

With the popularization of mass-media, television, the most favorable among the mass audience, becomes an ideal place for advertising. However, with the increasingly fierce competition of market, more and more commercial breaks were put into the programs only considering the ratings of programs. This blind behavious, which ignoring the audience psychological change of the commercial breaks, inpacts the achievements of commercial breaks effectiveness largely and wastes the expensive advertising costs. Therefore, this thesis, according to the audience’s cognitition of commercial breaks, analyzes the effectiveness of commercial breaks deeply, to provide some suggetions for commercial breaks spot.Utilizing eyetracking analysis and memory recognition questionnaries as main methods of research, this study also brings in theories of communication and cognitive psychology in its in-depth analysis of the whole psychological process and provide new method to test the commercial breaks effect. We also tried to find out the law when people watched the commercial breaks, providing the theory basis for spotting the commercial breaks.The research analyses the relationship between commercial breaks and position of commercial breaks. This study confirms that the position and length of commercial breaks have a significant impacts on the effectiveness of commercial breaks, which impacts the bahaviour of audience gazing\memory\attitude of commercial breaks. In order to find this relationship, this study, with the angle of audience gazing\memory\attitude, analyzes the effets of commercial breaks..According to the researches,first at all, it is obvious that the position effect exists in the commercial breaks, which means that commercial breaks in the first position often may receive more attention and memory. While audience pay little attention and memory to the commercial breaks in the last position. Second, selective attention and memory exists among the commercial breaks. This is to say, audience might choose to watch the commercial breaks depending on their interests. Third, due to the love of programs, the audience’s attention only can lasts for 20 seconds after trasferring to commercial breaks. Meanwhile,the commercial breaks spot in the first position get the most attention and memory, while pay the least attention and memory to the commercial breaks spot in the third position.The last, the audience attention impacts theri memory, while not impacts their attitude. The audience’s attitude of commercial breaks changed along with the length of commercial breaks. When the comercial breaks palyed. there is no obvious attitude trend about commercial breaks, but as the length of commercial breaks increasing, the negative emotions about commercial breaks increased faster.In brief, according to analyse the effectiveness of commercial breaks.this study aim to analyse the effectivenesss of commercial breaks rationally and make some suggestions to spot the commercial breaks, to improve the efficiency of commercial breaks.