The Impact Of Banner And Web Content On Banner Blindness

Due to the rapid development of the Internet,Internet advertisements has gradually replaced print advertisements,and the banner blindness phenomenon has become a research hotspot.In previous studies,more research was carried out on the banner itself and consistency,which has been controversial,and few studies have examined the impact of its background(web content).Therefore,this study aims to investigate the impact of the consistency of banner and web content on banner blindness,and examine the impact of banner type and web content type on banner blindness under the condition of consistency and inconsistency.It is divided into two experiments.The first experiment is to investigate the impact of web content type and banner type on banner blindness under the consistency condition.The second experiment is to examine the impact of web content type and banner type on banner blindness under the inconsistency condition.The comparison between Experiment 1 and Experiment 2 is the effect of consistency on banner blindness.The results of both experiments indicate the main effect of the banner type is significant,but the main effect of the web content type and the interaction between the banner type and the web content type only occur under the consistency condition.Specifically,if it is a picture banner,no matter the banner is placed in the text type web content or the image type web content,there is no difference.If it is a text banner,there is more attention on banner when banner is placed in the image type content.Comparing Experiment 1 with Experiment 2,there is a lower probability for banner blindness to occur under the consistency condition,and more attention and memory for advertisements.Thus,it can be concluded that consistency has a significant impact on banner blindness.When it is consistent,text banner ads that match the image type content has a lower probability of banner blindness,more attention,and better memory.Therefore,when placing an advertisement on a webpage,it is necessary to consider the webpage content type,the banner advertisement type,and the consistency between the two,so as to ensure that the advertisement is delivered with the greatest publicity effect.