产品外观特征组合植入对受众记忆的影响

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。

Impact of Appearance Characteristics Mix of Product Placed on Audiences' Memory

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 arc-shaped 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.