The Mechanism By Which Subtitles Affect Video Advertising: Evidence From Eye Movements And Questionnaire Assessments

In the era of mobile Internet, how video advertising focuses consumer attention to a particular product and brand had been studied in advertising. Were subtitles very important part in the success of a video? At present, here are no unified conclusions on whether the use of subtitles affects the impact of videos used for advertising.To solve above mentioned questions, we designed two experiments, one on product involvement and the other on perceptual style. Experiment one used eye movement to study the impact of product involvement and subtitles on process and effect in video advertising. Results showed that high involvement products produced more revisit times, more fixation times and greater total fixation time than low involvement products when participants watched commercials. Ads with subtitles produced more revisit times and fixation time than those without subtitles. More importantly, with respect to fixation times, there were significant interaction effects between product involvement and subtitles. High involvement products with subtitles were better than those without subtitles as high product involvement with subtitles leads to better advertising communication effects.On the basis of the experiment one, experiment two studied the relation between perceptual style and subtitles in the role of video advertising effectiveness. Results of eye movement experiments found that ads with subtitles produced more revisit times and fixation times than those without subtitles; furthermore, visual subjects produced more revisit times and fixation time than auditory ones when watching TV. More importantly, perceptual style and subtitles have significant interaction effects on the revisit times, fixation times and total fixation time; subjects watching ads with subtitles were more affected than by ads without subtitles; in the advertising effect evaluation, visual subjects with subtitles have more positive attitudes than those without ones.Above two series of experiments show that: high product involvement ads are better than lower; video ads with subtitles are better than those without subtitles;visual people have better process than auditory people; high product involvement ads with subtitles are better; visual people watching ads with subtitles is better than that without subtitles in the process and effect when watching ads.