产品外观特征组合植入对受众记忆的影响
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摘要
近年来植入式广告的发展颇受学界和业界关注,然而学界对于植入产品外观特征及其与植入设计的关系尚未给予足够重视。采用剧院法和正交设计的研究发现,产品外观特征对受众记忆的影响程度由强到弱依次是产品颜色、品牌标识、产品尺寸和产品形状;在组合呈现的条件下,文字+图形的复合品牌标识、大尺寸、曲线弧度形状植入分别比仅图片标识、小尺寸和圆柱体形状植入有更显著的记忆效果,产品颜色对受众记忆的影响程度由高到低依次是橙色、绿色和红色;优势外观特征维度单独或组合植入可以提升受众记忆。产品特征多维组合植入研究能够帮助企业将产品特征与植入设计进行有效耦合,提升广告效果。
Product placement has recently been of much concern among academia and practitioners. However, the researchers have paid less attention to the role of appearance characteristics of product and its relationship with placement design. By theater methodology and orthogonal experimental design, the research finds that the importance of appearance characteristics upon audiences' memory is product color, brand name plus logo, product size and product shape, ranking from high to low. Under the condition of characteristics mix, audiences have a remarkably better memory for brand name plus logo, big size, curve and arcshaped products than for brand logo only, small size and cylindrical shapes respectively. As to product color, orange has won the best memory effectiveness, followed by green and red in sequence. Dominant appearance characteristics dimensions have probably improved audiences' memory for brand placement individually or collectively. The research on multi-dimensional characteristics mix of product placed can help enterprises promote the effective coupling of product characteristics and placement design to improve the advertisement effect.
Product placement has recently been of much concern among academia and practitioners. However, the researchers have paid less attention to the role of appearance characteristics of product and its relationship with placement design. By theater methodology and orthogonal experimental design, the research finds that the importance of appearance characteristics upon audiences' memory is product color, brand name plus logo, product size and product shape, ranking from high to low. Under the condition of characteristics mix, audiences have a remarkably better memory for brand name plus logo, big size, curve and arcshaped products than for brand logo only, small size and cylindrical shapes respectively. As to product color, orange has won the best memory effectiveness, followed by green and red in sequence. Dominant appearance characteristics dimensions have probably improved audiences' memory for brand placement individually or collectively. The research on multi-dimensional characteristics mix of product placed can help enterprises promote the effective coupling of product characteristics and placement design to improve the advertisement effect.
引文
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[2]KAHNEMAN D. Attention and effort[M]. Englewood Cliffs:Prentice-Hall, 1973.
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[5]柴俊武,赵广志,何伟.解释水平对品牌联想和品牌延伸评估的影响[J].心理学报,2011(2):175-187.
[6]蒋诗萍.品牌视觉识别的符号要素与指称关系[J].符号与传媒,2016(2):183-195.
[7]周雯,黄倩,丁妮.显著度对网络自制剧植入式广告的传播效果研究[J].现代传播,2017(12):126-132.
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[9]陈彩琦,付桂芳,金志成.注意水平对视觉工作记忆客体表征的影响[J].心理学报,2003(5):591-597.
[10]万幸.基于眼动仪的农夫山泉矿泉水平面广告效果研究[J].新闻研究导刊,2015(12):15-17.
[11]水仁德,王立丹.字体大小和呈现位置对多媒体课件文字理解的影响[J].应用心理学,2008(2):187-192.
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[13]JOSEPH J E, PROFFITT D R. Semantic versus perceptual influences of color in object recognition[J]. Journal of Experimental Psychology:Learning, Memory, and Cognition, 1996, 22(2):407-429.
[14]KUHBANDNER C, PEKRUN R. Joint effects of emotion and color on memory[J]. Journal of Emotion, 2013,13(3):375-379.
[15]张明,王爱君,李毕琴,等.颜色凸显条件下基于工作记忆内容的视觉注意[J].心理科学,2013(6):1307-1311.
[16]KAWASAKI M A, YAMAGUCHI Y. Effects of subjective preference of colors on attention-related occipital theta oscillations[J]. Journal of Neuroimage, 2012, 59(1):808-814.
[17]李文馥,张筱菁.美术专业人员和非美术专业人员颜色爱好特点比较研究[J].心理发展与教育,1999(1):4-8.
[18]张欣欣.大学生的颜色审美偏好研究[D].上海:华东师范大学,2012.
[19]HUMPHREYS G W, BOUCART M. Selection by color and form in vision[J]. Journal of Experimental Psy-chology:Human Perception and Performance, 1997, 23(1):136-153.
[20]丁锦红,林仲贤.图形颜色、形状及质地表征特性的研究[J].心理学报,2000(3):253-257.
[21]LANDAU B, SMITH L, JONES S. Object shape,object function, and object name[J]. Journal of Memory ancd Language, 1998, 38(1):1-27.
[22]胡学平,孙继民,曹蕊,等.实物形状的知觉相似性对视觉隐喻加工的影响[J].心理学报,2014(5):607-620.
[23]LLOYD-JONES T J, ROBERTS M V, LEEK E C,et al. The time course of activation of object shape and shape+colour representations during memory retrieval[J/OL].[2018-03-01]. PLoS One, 2012, 7(11):e48550. https://www.ncbi.nlm.nih.gov/pmc/artic-les/PMC3498244/.
[24]VAN WEELDEN L, SCHILPEROORD J, MAES A. Evidence for the role of shape in mental representations of similes[J]. Cognitive Science, 2013, 38(2):303-321.
[25]VAN WEELDEN L, COZIJN R, MAES A, et al.How object shape affects visual metaphor processing[J]. Experimental Psycholog), 2012, 59(6):364-371.
[26]杨大松.产品设计的形态观及形态品质塑造研究[D].南京:南京林业大学,2008.
[2]KAHNEMAN D. Attention and effort[M]. Englewood Cliffs:Prentice-Hall, 1973.
[3]LYNCH J G, SKULL JR T K. Memory and attentional factors in consumer choice:concepts and research methods[J]. Journal of Consumer Research, 1982, 9(1):18-37.
[4]鲍旭辉.客体视觉工作记忆中特征识别的颜色优势效应及信息提取方式[D].西安:陕西师范大学,2010.
[5]柴俊武,赵广志,何伟.解释水平对品牌联想和品牌延伸评估的影响[J].心理学报,2011(2):175-187.
[6]蒋诗萍.品牌视觉识别的符号要素与指称关系[J].符号与传媒,2016(2):183-195.
[7]周雯,黄倩,丁妮.显著度对网络自制剧植入式广告的传播效果研究[J].现代传播,2017(12):126-132.
[8]钟毅平,杨治良.三维物体图形的大小和颜色影响内隐和外显记忆的实验研究[J].心理科学,1993(6):8-14.
[9]陈彩琦,付桂芳,金志成.注意水平对视觉工作记忆客体表征的影响[J].心理学报,2003(5):591-597.
[10]万幸.基于眼动仪的农夫山泉矿泉水平面广告效果研究[J].新闻研究导刊,2015(12):15-17.
[11]水仁德,王立丹.字体大小和呈现位置对多媒体课件文字理解的影响[J].应用心理学,2008(2):187-192.
[12]KELLY K J, HOEL R F. The impact of size, col-or and copy quantity on yellow pages advertising effectiveness[J]. Journal of Small Business Management, 1991, 29(4):64-71.
[13]JOSEPH J E, PROFFITT D R. Semantic versus perceptual influences of color in object recognition[J]. Journal of Experimental Psychology:Learning, Memory, and Cognition, 1996, 22(2):407-429.
[14]KUHBANDNER C, PEKRUN R. Joint effects of emotion and color on memory[J]. Journal of Emotion, 2013,13(3):375-379.
[15]张明,王爱君,李毕琴,等.颜色凸显条件下基于工作记忆内容的视觉注意[J].心理科学,2013(6):1307-1311.
[16]KAWASAKI M A, YAMAGUCHI Y. Effects of subjective preference of colors on attention-related occipital theta oscillations[J]. Journal of Neuroimage, 2012, 59(1):808-814.
[17]李文馥,张筱菁.美术专业人员和非美术专业人员颜色爱好特点比较研究[J].心理发展与教育,1999(1):4-8.
[18]张欣欣.大学生的颜色审美偏好研究[D].上海:华东师范大学,2012.
[19]HUMPHREYS G W, BOUCART M. Selection by color and form in vision[J]. Journal of Experimental Psy-chology:Human Perception and Performance, 1997, 23(1):136-153.
[20]丁锦红,林仲贤.图形颜色、形状及质地表征特性的研究[J].心理学报,2000(3):253-257.
[21]LANDAU B, SMITH L, JONES S. Object shape,object function, and object name[J]. Journal of Memory ancd Language, 1998, 38(1):1-27.
[22]胡学平,孙继民,曹蕊,等.实物形状的知觉相似性对视觉隐喻加工的影响[J].心理学报,2014(5):607-620.
[23]LLOYD-JONES T J, ROBERTS M V, LEEK E C,et al. The time course of activation of object shape and shape+colour representations during memory retrieval[J/OL].[2018-03-01]. PLoS One, 2012, 7(11):e48550. https://www.ncbi.nlm.nih.gov/pmc/artic-les/PMC3498244/.
[24]VAN WEELDEN L, SCHILPEROORD J, MAES A. Evidence for the role of shape in mental representations of similes[J]. Cognitive Science, 2013, 38(2):303-321.
[25]VAN WEELDEN L, COZIJN R, MAES A, et al.How object shape affects visual metaphor processing[J]. Experimental Psycholog), 2012, 59(6):364-371.
[26]杨大松.产品设计的形态观及形态品质塑造研究[D].南京:南京林业大学,2008.