Age Differences In Advertising Processing:The Role Of Emotion And Sleep

In the context of global aging,research aimed at improving the well-being of older people in their later years is a global focus.First BRICs ageing Conference estimated that by2050,the number of elderly people in China will reach 480 million.Socioemotional selectivity theory postulates that older adults are more sensitive to positive information and less sensitive to or avoidant of negative information that is positivity effect in older people.China’s economic development and people’s living standards continue to improve,the elderly are inevitably affected by the changing social environment,However,advertisements targeting the elderly often present negative information to arouse fear or discomfort among the elderly.Taking this as a breakthrough point,this paper discusses the characteristics of information processing in the process of attention and memory for print advertisements by young and old people.For the above purposes,we have carried out the following three studies.Study 1 is a 2(Participant type:younger and older person)×2(picture type:pleasant and unpleasant)mixed experimental design.The stimulus material was 14 pairs of pleasant and unpleasant print advertisement pictures which had no significant difference in the evaluation of potency and arousal.Using the dot probe task,it proves that Older people avoid unpleasant advertising pictures,while younger people are more likely to be attracted by unpleasant advertising pictures.Study 2 is a 2(Participant type:younger and older person)×2(picture type:pleasant and unpleasant)×2(process type:Automatic process and controlled process)mixed experimental design.Using process dissociation procedure,this paper explores the differences in the level of controlled and automatic processing of advertising information among target audiences of different ages under the conditions of pleasant and unpleasant advertising pictures.Study 3 is a 2(Participant type:younger and older person)×2(Experimental treatment:wake group and sleep group)×2(picture type:pleasant,unpleasant and Neutral picture)mixed experimental design.Using emotional picture recognition task,the processing tendency of pleasant and unpleasant print advertisement pictures was compared between the elderly and young people.