The Impact of Spokespersons' Gender and Sexual Humor on Medical Beauty Advertising- An Eye Tracking Analysis

• Main Authors: Chin-Pink Wong, 黃僅斌
• Other Authors: Yao-Nan Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/cbw9yp

碩士 === 輔仁大學 === 心理學系 === 101 === The trend of medical beauty has been booming. In order to attract more consumers to use their services, advertising agencies do their best in the advertising and marketing fields. They discover that using sex appeals in ads also seems to be effective. Humor appeal and sex appeal are often used for advertising appeals, but there are few studies to discuss sexual humor in advertisings. Also, advertising agencies using spokesperson in advertising seem to be more effective. Therefore, the purpose of this study is to discuss the attentions and advertising effectiveness in different types of sexual humor appeal (sexual humor appeal, sexual appeal, neutral appeal) and the different gender of spokesperson (male, female) in medical beauty. Furthermore, the eye-tracking technology was applied to measure subjects’ attention process and the self-report scale was also measured to compared with eye tracking process. A total of 60 respondents participated in this study. The results showed that (1) the average pupil size of sexual humor appeal has greater than neutral appeal; (2) female spokesperson makes higher dwell time and fixation count than the male spokesperson; (3) when the sexual humor appeal advertising with female spokesperson, there is no differences in dwell time and fixation among different groups; (4) when the sexual humor appeal advertising with male spokesperson, the advertising effectiveness of sexual humor appeal and sexual appeal are better than neutral appeal.