CAJ | 학술논문

运用PDP（过程分离程序）,以122名大学生为被试,以自编性诉求广告及自编包含与排除问卷为实验材料,采用3×2×2多因素设计,探讨不同裸露类型（含蓄、一般、直露）和代言人类型（名人、一般人）的性诉求广告在不同阶段（控制化加工、自动化加工）认知信息加工的模式差异。结果发现：1）外显的控制化加工,含蓄型性诉求广告记忆效果最好;2）直露型性诉求广告内隐的自动化加工最高;3）未发现性诉求广告中存在名人效应。
운용PDP（과정분리정서）,이122명대학생위피시,이자편성소구엄고급자편포함여배제문권위실험재료,채용3×2×2다인소설계,탐토불동라로류형（함축、일반、직로）화대언인류형（명인、일반인）적성소구엄고재불동계단（공제화가공、자동화가공）인지신식가공적모식차이。결과발현：1）외현적공제화가공,함축형성소구엄고기억효과최호;2）직로형성소구엄고내은적자동화가공최고;3）미발현성소구엄고중존재명인효응。
With the increasingly fierce market competition,marketeers resort all the more to sexual appeal AD to attract consumers,increase consumer interest,and improve the advertisement effect.Therefore,an appropriate degree of sexual appeal and an analysis of advertisement audience cognitive information processing by sexual appeal are important.With the proliferation of advertising messages,advertisers are increasingly using sex appeal to attract the audiences attention.Despite a number of relevant studies at home and abroad, no agreement has been reached in terms of sexual appeal AD or the celebrity effect. Past studies used two methods to study the effects of advertising memory：direct measurement（e.g.recall,recognition） and implicit attitude.In fact,neither of the methods can distinguish between explicit and implicit memory.In the research of sexual appeal AD,most of the experimental results are from America,and local experiments are relatively few.So we need a new method and perspective for the study.In order to improve the memory effect of sexual appeal AD,analyzing the audience information processing sexual appeal AD is particularly important.Thus,this research used the PDP method to distinguish between the implicit and explicit information processing of audience to sexual appeal AD,to explore the information processing model and to explore the causes.In the study, 122 college students were chosen as testees.The study involved a 3×2×2 factorial experiment to investigate how cognitive information processing would respond to sexual appeal AD by analyzing the response to the bare type（implicative,generally,explicit） and different types of celebrity spokespersons（famous,ordinary ） in advertising. The results showed that 1.From the explicit control of processing,memory of implicative sexual appeal AD got the best effect.2. From the implicit automation processing,the automatic processing of explicit sexual appeal AD got the best effect.People paid more attention to explicit Sexual appeal AD in their subconsciousness.3.The study did not find a celebrity effect in sexual appeal AD. In sexual appeal advertisement,the use of sexual elements is able to attract audience attention,but over-sexy or over-exposure models will have a negative effect on the audience memory of the brand because the audiences attention is focused on the model instead of the brand.In other ads the celebrities may be able to play a vital role,but in sexual appeal advertisement,the celebrity effect is not significant,as the audience pay more attention to the model＇s body,rather than who he（she） is.It can be seen that sex appeal advertisement does not need to spend lots of money on celebrity endorsement.