EEG Research On Creative Advertising Experience

Creativity plays an important role in many aspects of our lives: it is essential in education,arts,science,and of course in the design and development of creative advertising campaigns.Advertising practitioners consider creativity as an effective solution of breaking through the advertising clutter in a competitive media marketplace.Therefore,the research on creative advertising is also becoming the subject of attention of researchers.The present study investigates creative advertising in an attempt to conduct an ecologically valid examination of the cognitive processing of creativity with the help of ERPs(event-related potentials)technology to further explore the cognitive neural mechanism of individual experience creative advertising.Although the definition of creative advertising has not been unified,scholars have agreed on the novelty and usefulness are the characteristics of creative advertising.Novelty is innovation,which includes the content of novel perspectives.This feature is the core trait that distinguishes creative advertising from general advertising.Usefulness means that the content contained in the advertisement is meaningful,valuable,and understandable.This feature is also a criterion for determining whether creative advertising can be qualified.For creative advertising,novelty and usefulness are complementary and indispensable.The study of these two features is particularly important.To reveal the cognitive mechanism of individual experience creative advertising.This study consists of three experiments.First,we compare the importance of novelty and usefulness in creative advertising through a behavioral experiment,and then use ERP technology to explore the two characteristics respectively.In experiment 1,three conditions were set.They are novelty-only condition which only have the characteristic of novelty(meaningless advertisement),usefulness-only condition(normal advertisement)which only have usefulness as well as novelty-usefulness condition(creative advertising)with two characteristics of novelty and usefulness.Through the individual advertising attitude to these three types of advertising and recognition results(including reaction time and accuracy)to examine the advertising effect of these three kinds of advertisements,the result shows that the advertising effect of the creative advertisement with two characteristics is the best,the second is the meaningless advertisement with only novelty,and the last one is the normal advertisement.Creative advertising with two features performs best inadvertising effect.Novelty plays a more important role in creative advertising.At the same time,the results also prove that novelty plays a central role in creative advertising from an empirical point of view.Based on this conclusion,we first studied the core feature,novelty,by experiment 2,and set up two experimental conditions under the advertisement picture,that is,including the creative description condition(novelty and usefulness)and the normal description condition(containing only usefulness)to study the electrophysiological changes involved in novelty characteristics and the cognitive processes behind them through the subtraction of two conditions.Similarly,in experiment 3,there are novelty-only condition,usefulness-only condition,and novelty-usefulness condition.The electrophysiological changes of usefulness characteristics of creative advertisements can be recorded by subtraction novelty-only from novelty-usefulness condition.Combined with the ERP results of experiment 2 and experiment 3,we can see that in the early stage of individual experience creative advertising,the first thing to experience is the novelty of creative advertising,that is,to detect the conflict in creative advertising content(N1-P2 components),and the existence of a conflict will inevitably induce greater N2(conflict monitoring)and amplitude of N400(contradictory semantic processing)components.In the later stage of experience,when the subjects are aware of the conflicting content in creative advertising,The usefulness of creative advertising can resolve the conflict content and achieve integration,so that creative advertising can be understood and meaningful.And this integration process will lead to a greater LPC wave of creative advertising.Accordingly,the cognitive process of individual experience creative advertising can be divided into three processes: conflict monitoring,conflict processing and integration success.To sum up,this study takes the two characteristics of creative advertising as the starting point,and then discusses the cognitive process of individual experience toward creative advertising.Specifically,Novelty is the characteristic that is the first and fastest perceived by the individual and the easiest to obtain the resources of the individual's early attention.It can be divided into two processes: conflict monitoring and conflict processing.But only after the novelty is eliminated can the usefulness of creative advertising be experienced by individual experience.In order to acquire the intrinsic meaning of creative advertising,this process is the successful integration of conflicting content.In addition,novelty is the core characteristic of advertising that can attract individual attention successfully,and its advertising effect is obviouslybetter than usefulness.Novelty therefore is the first feature of creative advertising.Finally,the results of this study not only have the characteristics of high ecological validity,but also add corroboration to the judgment of future creative advertising,that is,creative advertising can not only be judged from individual subjective evaluation,but also be jubged by ERP evidence.