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J4  2017, Vol. 14 Issue (4): 561-    DOI:
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Does the Placement of Inserted Advertisement Really Matter?
LIAO Yichen,DU Wenjie,ZHANG Mengjie
Wuhan University, Wuhan, China

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Abstract  

This study is focused on the viewers` recall and recognition degree caused by different position of inserted advertisement.The result demonstrates that viewers` information processing routines and procedures are different when the inserted advertisement is on the different position..When the inserted advertisement is in the bottom right corner,viewers influenced by the previous pre-conscious implicit experience learning via experience system have a better recall and recognition degree than the rest three positions. Besides, the longer exposure time of inserted advertisement is, the better recall and recognition degree the viewers have. However, because of viewers threshold of visual perception, viewers’ recall and recognition degree will reach the peak with the increase of exposure time of inserted advertisement.

Key wordsinserted advertisement placement      implicit experience      dual-process theory      recognition degree      threshold of visual perception     
Received: 24 May 2016     
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