The study on the Advertising Communication Effects of Activation Video Ads with Mental Imagery

• Main Authors: SHIEH, YU-TING, 解育庭
• Other Authors: CHIANG, SHYH-BAO
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4384u4

碩士 === 國立雲林科技大學 === 視覺傳達設計系 === 106 === This study focuses on the viewers whom experienced Activation whether will they produce different degrees of mental imagery, and shows that the communication effect is different. Therefore, the study first explored the relationship between Activation video ads and mental imagery. Our Formal experiment use four winning entries of Promo & Activation Lions as representative experimental samples, then use multiple regression analysis and ANCOVA as the mediator verification of imagery processing. The results are as follows: 1.The four types of “marketing strategy”, “brand product”, “Digital Technology” and “Advertising campaign” can take interest in advertising and purchase intentions, as well as they are willing to share this product or service with other users. 2.Cognitive style can make a difference in mental imagery, this proves that the relationship between Activation video ads and mental imagery, it can be confirmed that the visualizer cognitive style is superior to the verbalizer cognitive style in the imagery processing. 3.The Activation video ads of “Digital Technology” is less processed in the imagery processing than other samples. The type of advertising is difficult to make the imagery processing, because it cannot make quickly understand and resonate. 4.When the Activation video ads is based on “Digital Technology”, and the content of the film has a plot as well as it can resonate with the viewer, the visualizer cognitive style is superior to the verbalizer cognitive style in the advertising communication effects.