橫幅式廣告一直是最常見的網路廣告型態，但是許多研究已發現橫幅式 廣告的點擊率已不斷下滑，並且消費者在瀏覽網頁時會有「橫幅盲視」的現 象。廣告業者為了能夠改善這個問題，經常將橫幅廣告動態化或透過放大版 面的方式來吸引注意。但是本計畫認為越是凸顯橫幅式廣告的存在，只會強 化了廣告喚起，觸發有意識的身理性廣告避免行為；因此，本計畫以完形理 論為基礎，提出當橫幅式廣告與主頁面背景顏色相似時，會因為顏色的完形 相似性原則而被瀏覽者處理為一個整體，因而獲得相對較高的橫幅廣告潛意 識掃瞄與瀏覽，並且會因為相對於背景顏色不相似時有較多的橫幅式廣告展 露數量（次數與時間），而使得瀏覽者對於展露標的物有著相對較佳的態度 （品牌態度）。本計畫擬執行實驗設計，操弄橫幅式廣告與主頁面背景顏色 的相似性，並以眼動儀紀錄受試者眼球凝視於廣告的次數與時間，瀏覽完畢 後衡量受試者對於廣告內品牌的態度 The banner ad is a popular type of advertising. Previous studies have found that the click-through rate of banner ad is decreasing and examined the tendency of browsers to ignore banner ad on Websites-a phenomenon called “banner blindness”. In order to improve the ad effectiveness, advertisers often animate or enlarge their banner to attract browsers’ attention. This project argues that highlighting of banner will enhance the ad arousal and then trigger the advertising avoidance. Thus, according to Gestalt theory, this project proposes that the browsers will blur the boundaries between banner ad and its surrounding editorial content when their background color is similar, and then increasing the browsers’ subliminal scan and browse behavior (fixation count/time) on banner. At this time, compare to the dissimilar background color condition, the more subliminal exposure will acquire better attitude toward the brand in banner from browsers. This project plans to conduct a laboratory experiment to manipulate the similarity of background color and measuring subjects’ attitude toward ad brand and eyeball fixation count/time on banner.
