An Eye-tracking Study On The Influence Of Conscription Advertisement On College Students’ Behavioral Intention

With the development and increasing complexity of the regional and international situation,China is facing more severe challenges.The task of how to recruit students effectively to improve the quality of the army appears more urgent.As for college students’ recruitment,government always do the recruitment advertisement for direct publicity.However,we found that lots of students aren’t familiar with or even not interested in recruitment ads through a simple survey,and we wondered what recruitment ads can attract the students’ attention,or even changes their mind,that’s also particularly important.Therefore,do a research about recruitment ads is of great significance.Combined with previous research and campus research,this paper believes that conscription advertisement,as a controllable factor,has an important impact on the conscription of college students.By distributing corresponding advertisements to students from different backgrounds and adding the content that college students are interested in,it can get twice the result with half the effort.Our research based on psychology behavior intention,the communication of advertisement effect theory and combining with the management theory of the audience and the selection process and relevant theory,selection of different types of recruitment posters,combining with related slogans,recruiting subjects of different background,tries to analyze the recruitment advertising effects on college students’ behavior intention.In this study,posters,which are the most widely used types of advertising communication among college students in the society,were selected as the research object.Key factors were analyzed by combining questionnaire method,and eye movement experiment was used to verify the assumption of the paper.Through the design and questionnaire survey,the recruitment poster types that college students are interested in were obtained.The same number of each type was selected,and eye movement experimental materials were obtained.The subjects of the eye movement experiment were classified according to their audience backgrounds,such as party members and non-party members according to their political status,and then the experiment was conducted.The final conclusion shows that students from different backgrounds have different preferences for different types of posters.In general,students’ background of origin and political have a significant influence on which type of recruitment advertisement that college students prefer to watch.Posters of military training can strike a chord with rural students.The personage close-up type poster can arouse the non-party member comrade’s interest and so on.Gender and educational level were not significantly correlated with the effect of recruitment advertisement.According to the research results of this paper,it is suggested that the future recruitment work should improve the flexible mechanism of advertising different ads for different students,and set different posters for different groups of students,especially according to different political status and growth environment.For different types of posters,the slogan with higher awakening degree was matched.In view of the concerns of the audience,try to add relevant factors in the poster to solve the problem.