| Issue |
SHS Web Conf.
Volume 162, 2023
5th International Conference on Art, Design and Cultural Studies (ADCS 2023)
|
|
|---|---|---|
| Article Number | 01012 | |
| Number of page(s) | 7 | |
| DOI | https://doi.org/10.1051/shsconf/202316201012 | |
| Published online | 21 April 2023 | |
Analysis of the Persuasion Effect of Micro-Shaping Advertisements based on the Theoretical Framework of Planned Behavior
School of Media, Communication and Creative Industries, Hebei University, Baoding 071000, China.
* Corresponding author: 2813245865@qq.com
In terms of communication performance, micro-shape advertisements often rely on a variety of advertising persuasion techniques to influence the visual performance of advertisements. Based on this phenomenon, this survey uses a questionnaire to survey the respondents and summarizes the persuasion effect of micro-shape advertisements based on data analysis. This survey found that different factors such as gender, place of origin, and monthly income all affect the persuasion effect of the respondents’ micro-shape advertisements. Therefore, communicators should fully consider the needs of the audience, develop appropriate communication strategies, and comprehensively improve the communication effect of micro-shape advertisements.
Key words: Planned behavior theory / Micro shaping / Advertising persuasion effect / User behavior
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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