Studies On The Dissemination Effect Of Emotional Appeal Advertisement Under Different Commodity Categories

The effect of advertisement's dissemination is influenced by many factors.Among those,the advertisement's emotional appeal and commodities' categories are very important two aspects.A commodity may produce different effects due to the usage of different emotional appeal;the same kind of emotional appeal will cause different effects because of different categories of commodities.Therefore,to explore the dissemination effect of emotional appeal under different categories of commodities,this experiment will specifically analyze its influence on the effects of advisement dissemination from these two aspects.By used three experiments,this thesis analyzes consumers' eye movement index,brand memory,attitude,and changes of purchased tendency when they browsed advertisements of different emotional appeal and commodity categories so as to further explore the above two variables' impact on advertising effectiveness.This thesis consists of three experiments:Experiment 1: an adapted print advertisement is designed as its experiment material,advertising emotional appeals(humor appeal,fear appeal and nostalgia appeal)and merchandise categories(big tools,big toys,little toll,little treats)are served as its independent variables,as well as audiences' number of fixations and mean fixation duration are deemed to be its dependent variable in this experiment.Experiment 2: the same independent variables are regarded as independent variables with experiment 1,The dependent variable is the contribution value of explicit and implicit memory,and the value is obtained by used processing dissociation program formulate according to the data obtained from the test.Experiment 3: the same independent variables are regarded as independent variables with experiment one,along with subjects' brand attitudes and purchase intentions as its dependent variables in this experiment.Under the conditions of this study,several conclusions can be made as follows:1.The main effect of the emotional fixation count and the emotional average fixation duration is very significant,and the fixation count and the emotional average fixation duration of humorous appeal advertisements is significantly higher than that of the nostalgia appeal advertisements and fear appeal advertises.2.The main effect of the emotional explicit memory and the emotional implicit memory is very significant,and the explicit memory and the emotional implicit memory of humorous appeal advertisements is significantly higher than that of the nostalgia appeal advertisements and fear appeal advertises.3.The main effect of the emotional brand attitude and the emotional purchasing tendency is very significant,and the brand attitude and the emotional purchasing tendency of humorous appeal advertisements is significantly higher than that of the nostalgia appeal advertisements and fear appeal advertises.4.The interaction of emotional appeal and the fixation count of commodity categories produced a significant edge effect.5.The interaction of emotional appeal and explicit memory of commodities' category is very significant.6.The interaction of emotional appeal and brand attitude with purchasing tendency of commodities' category is very significant.