CAJ | 학술논문

采用眼动记录法探讨了广告信息的认知加工特点。实验采用2（广告代言人：名人、普通人）×2（功能介绍方式：文字、图片）的混合实验设计。结果表明：（1）广告受众对广告中不同信息的注视具有选择性，更倾向于对广告中名人信息的注视；（2）广告受众对不同广告代言人、不同功能介绍信息的注视时间存在显著性差异；（3）在广告信息的认知加工过程中，对名人与图片信息的认知加工负荷较高，而对普通人与文字信息的认知加工负荷较低。
채용안동기록법탐토료엄고신식적인지가공특점。실험채용2（엄고대언인：명인、보통인）×2（공능개소방식：문자、도편）적혼합실험설계。결과표명：（1）엄고수음대엄고중불동신식적주시구유선택성，경경향우대엄고중명인신식적주시；（2）엄고수음대불동엄고대언인、불동공능개소신식적주시시간존재현저성차이；（3）재엄고신식적인지가공과정중，대명인여도편신식적인지가공부하교고，이대보통인여문자신식적인지가공부하교저。
Using ASL 501 Model eye-tracker system, the study investigated the characteristics of the cognitive processing of Advertisement information. We conducted a 2 factors design by the combination of 2 （endors- ers：famous people and ordinary people） ×2（ways of introducing functions ：written information and picture information）. The results show that：（ 1 ） Viewers are able to choose different information in an advertisement, and tend to fixate the information about famous person in an advertisement; （2）There are significant differences in fixation time for different endorsers and different ways of introducing function information; （3） In the cognitive processing of advertisement information, the cognitive load for information of famous people and pictures is higher than that of ordinary people and texts.