1、學(xué)位論文獨(dú)創(chuàng)性聲明本人鄭重聲明：所提交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作和取得的研究成果。本論文中除引文外，所有實(shí)驗(yàn)、數(shù)據(jù)和有關(guān)材料均是真實(shí)的。本論文中除引文和致謝的內(nèi)容外，不包含其他人或其它機(jī)構(gòu)已經(jīng)發(fā)表或撰寫過的研究成果。其他同志對本研究所做的貢獻(xiàn)均己在論文中作了聲明并表示了謝意。學(xué)位論文作者簽名：杏仁霞日期：列S譬、弓口學(xué)位論文使用授權(quán)聲明研究生在校攻讀學(xué)位期間論文工作的知識產(chǎn)權(quán)單位屬南京師范大學(xué)。學(xué)校有權(quán)保存本學(xué)位論文的電

2、子和紙質(zhì)文檔，可以借閱或上網(wǎng)公布本學(xué)位論文的部分或全部內(nèi)容，可以采用影印、復(fù)印等手段保存、匯編本學(xué)位論文。學(xué)校可以向冒家有關(guān)機(jī)拱或湖求成舅萄醣列印哲諦——紙頂文檔，允許論文被查閱和借閱。(保密論文在解密后遵守此規(guī)定)保密論文注釋：本學(xué)位論文屬于保密論文，密級：保密期限為年。學(xué)位論文作者簽名：套仁經(jīng)指導(dǎo)教師簽名：■萬日期：)ol歲。、弓心日期：≥口J歲。S5、)AbstractAbstractWiththepopularizationof

3、massmediatelevisionthemostfavorableamongthemassaudiencebecomesanidealplaceforadvertisingHoweverwiththeincreasinglyfiercecompetitionofmarketmoreandmorecommercialbreakswereputintotheprogramsonlyconsideringtheratingsofprogr

4、amsT11isblindbehaviouswhichignoringtheaudiencepsychologicalchangeofthecommercialbreaks，inpactstheachievementsofcommercialbreakseffectivenesslargelyandwastestheexpensiveadvertisingcostsTherefore，thisthesisaccordingtotheau

5、dience’Scognititionofcommercialbreaks。analyzestheeffectivenessofcommercialbreaksdeeply，toprovidesomesuggetionsforcommercialbreaksspotUtilizingeyetrackinganalysisandmemoryrecognitionquestionnariesasmainmethodsofresearchth

6、isstudyalsobringsintheoriesofcommunicationandcognitivepsychologyinitsindepthanalysisofthewholepsychologicalprocessandprovidenewmethodtotestthecommercialbreakseffectWealsotriedtofindoutthelawwhenpeoplewatchedthecommercial

7、breaksprovidingthetheorybasisforspottingthecommercialbreaksTheresearchanalysestherelationshipbetweencommercialbreaksandpositionofcommercialbreaksThisstudyconfirmsthatthepositionandlengthofcommercialbreakshaveasignificant

8、impactsontheeffectivenessofcommercialbreakswhichimpactsthebahaviourofaudiencegazing＼memory＼attitudeofcommercialbreaksInordertofindthisrelationshipthisstudy，withtheangleofaudiencegazingkmemory＼attitude，analyzestheeffetsof

9、commercialbreaksAccordingtotheresearchesfirstata11itiSobviousthatthepositioneffectexistsinthecommercialbreakswhichmeansthatcommercialbreaksinthefirstpositionoftenmayreceivemoreattentionandmemoryWhileaudiencepaylittleatte

10、ntionandmemorytothecommercialbreaksinthelastpositionSecondselectiveattentionandmemoryexistsamongthecommerciaIbreaksThisiStosayaudiencemightchoosetowatchthecommercialbreaksdependingontheirinterestsThirdduetotheloveofprogr

11、amstheaudience’SattentiononlyCanlastsfor20secondsaftertrasferringtocommercialbreaksMeanwhilethecommercialbreaksspotinthefirstpositiongetthemostattentionandmemorywhilepaythe1eastattentionandmemorytothecommercialbreaksspot

12、inthethirdpositionThelasttheaudienceattentionimpactstherimemory，whilenotimpactstheirattitudeTheaudience’SattitudeofcommercialbreakschangedalongwiththelengthofcommercialbreaksWhenthecomercialbreakspalyed，thereiSnoobviousa

13、ttitudetrendaboutcommercialbreaksbutasthelengthofcommercialbreaksincreasing。thenegativeemotionsaboutcommercialbreaksincreasedfasterInbriefaccordingtoanalysetheeffectivenessofcommercialbreaksthisstudyaimtoanalysetheeffect