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《Foreign Language Research》 2017-06
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The Smiling Effect in Ad Poems Processing

Chen Xiang-lan;Duan Ya-hui;Li Fang;Zhao Jian-hui;University of International Business and Economics;Australian National University;Beijing International Studies University;Shanxi University of Finance and Economics;  
This research mainly probed the effect of poetic headlines in advertisement through two experiments. Experiment 1 used the self-paced reading technique,and compared different positive emotions elicited by originally authentic ad headlines and their poetic counterparts within the visual and auditory modalities respectively. Results showed that poetic ad headlines could elicit positive effects more easily than the original version,thus making the smiling effect. Experiment 2 explored the specific locations where positive effects would occur in poetic ad headlines. The results showed that the second line rather than the first line,and the fourth line rather than the third line in the poetic ad headlines showed more significant effects and gave rise to stronger smiling effects. Readers could infer emotional states from poetic ad headlines both visually and auditorily,and their emotions varied along with the semantic changes as they read through the lines of poetic ad headlines. The results were discussed within the framework of the humor model.
【Fund】: 北京市社科重点项目“北京与纽约街面广告视觉效果的眼动研究:基于转喻和隐喻的眼动实证”(16YYA005);; 北京市朝阳区协同项目“企业网页广告效果研究”(CYXC1516)的阶段性成果
【CateGory Index】: H136
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