| According to the statistics released by China Internet Network Information Center for the 43~rdd time,the number of online video netizens in China reached 612 million until December 2018.Reviewing the development of domestic video websites,from November of 2004domestic first professional video website,Letv was the initial budding,to2006 while the video websites developed rapidly,to the merger between Youku and Tudou in 2012,as well as PPS and Iqiyi in 2013.It has experienced a series of integration and transformation.The large audience of the video website has laid a certain resource foundation for the advertising market on the stage,which has also attracted a large number of advertising practitioners to study advertising.In advertising researches,advertisers often use advertising memory as an index to measure the effect of advertising.Based on the previous researches on advertising effect,this study explores the effect of advertising memory of video corner advertising through three experiments,starting from the characteristics of corner advertising itself.Experiment 1 uses two factors to measure the experimental design repeatedly,taking the position of the corner advertisement and the brand familiarity as the independent variables,and it is found that the brand familiarity will influence the memory effect of the advertisement in the corner advertisement.The brand advertising effect with high familiarity is significantly higher than that with low familiarity.The interaction between the position and familiarity of the corner advertisement is remarkable.When the advertisement is located at the lower left corner,the brand advertisement with high familiarity has the best memory effect.Experiment 2 is based on the results of experiment 1,designed by three factors mixed experiment.When the subjects were in the condition of unintentional attention to the corner advertisement,the influence of emotional videos on the memory effect of the diagonal mark advertisements could be discovered.Among these factors mentioned above,the emotional video is the inter-subjects variable,the angle mark advertisement and the processing type are intra-subjects variables.The results showed that under the condition of unintentional attention,the automatic processing of positive corner advertisement was significantly higher than that of controlled processing.Experiment 3 uses a three-factor mixed experimental design to further explore the effect of emotional videos on diagonal advertising memory when the subjects are in the condition of intentional attention.The results found that under the condition of intentional attention,emotional induction had influenced on advertising memory processing to some extent.Under the positive emotion,although the difference between the positive angle advertisement and the negative angle advertisement is not significant,it can be discovered that the score of positive angle advertisement memory is higher than that of the negative angle advertisement memory through the data.Besides,under the negative emotion,the negative angle advertisement memory impact is obviously higher than the positive angle advertisement memory impact.In general,the explicit memory effect of negative advertising is significantly higher than that of positive advertising,while there is no apparent difference in implicit memory between the two types of advertising.The conclusions of this study are as follows:(1)Brand familiarity in corner advertising can affect the memory effect of advertising.The advertising memory effect of high maturity brand is significantly higher than that of low maturity brand.(2)When the video corner advertisement is located in the lower left corner position,the brand advertisement with high familiarity has the best memory effect.(3)Under unintentional and intentional attention conditions.Under the condition of unintentional attention,the implicit memory effect of positive video corner advertisement is significantly higher than that of explicit memory.The explicit memory effect of negative video corner advertisement is significantly higher than that of positive video corner advertisement.(4)Under the condition of conscious attention,emotional induction has a certain influence on advertising memory processing.Under the positive emotion,although there is no obvious difference between the positive advertisement and the negative advertisement,it can be found that the positive advertisement memory score is higher than the negative advertisement memory score through the data and under the negative emotion,the negative achievement memory effect is remarkable. |
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