CAJ | 학술논문

以矫正视力正常的76名大学生为被试，用Tobii T60眼动仪记录他们观看不同感性诉求、不同主题的公益广告的眼动指标和特征，探寻二者对广告效果的影响。实验为3（感性诉求：恐惧感、幽默感、同情感）×3（主题：治理污染、关爱儿童、动物保护）的被试内设计。结果表明：感性诉求以及主题与感性诉求的交互作用是影响广告效果的重要因素；采用同情诉求的动物保护主题广告能够强烈影响受众的态度；幽默诉求方式下的治理污染广告能够有效引发受众行为的改变。
이교정시력정상적76명대학생위피시，용Tobii T60안동의기록타문관간불동감성소구、불동주제적공익엄고적안동지표화특정，탐심이자대엄고효과적영향。실험위3（감성소구：공구감、유묵감、동정감）×3（주제：치리오염、관애인동、동물보호）적피시내설계。결과표명：감성소구이급주제여감성소구적교호작용시영향엄고효과적중요인소；채용동정소구적동물보호주제엄고능구강렬영향수음적태도；유묵소구방식하적치리오염엄고능구유효인발수음행위적개변。
Using the Eye View Monitoring System of Tobii T60, this paper recorded the eye movement index of 76 second - Year College students, all normally sighted, on browsing plane public service ads presented in different themes and emotional ap- peals. The experiment design was 3 （ emotional appeal ： fear, humor, sympathy） x 3 （ theme ： prevention and remedy of pollu- tion, caring for children and animal protection） within subjects design. The results showed that： the emotional appeals and inter- action of the themes and emotional appeals are the important factors that affect advertising effectiveness. Protection of animals ad uses sympathy appeals to strongly influence the audience＇s attitude. Humor appeals to the pollution ad can effectively cause audi- ence behavior change.