媒體閱覽者對廣告播放的故意性視盲現象研究

商業廣告投放之目的為吸引閱覽者的注意，使之瞭解該商品或服務內容，達到引導消費之最終目標。然而，人的注意力有限，無法同時關注太多對象，對於常態、頻繁、重複、週期性且不感興趣的事件或物件，會有忽略的現象，稱為『故意性視盲』。媒體閱覽者明知廣告存在，卻未注意，甚至避而不見，而不知道或瞭解其內容，便是故意性視盲現象。因此，廣告投放的考量，需了解閱覽者的心理與行為模式，規劃、設計適當的曝光策略，以達預期之商業效益。本文以YouTube平台為研究對象，歸納其主要廣告型式，包括「橫幅廣告」、「可略過的影片廣告」與「不可略過的影片廣告」，進而探討閱覽者對這些廣告型式的故意性視盲現象。研究中發現，在YouTube平台中，無論廣告類型為何，當閱覽者熟悉廣告的播放型式或時機，會刻意忽略廣告訊息的出現。閱覽者雖知道廣告出現，但會將注意力轉至廣告以外的事物，而刻意疏忽廣告內容。究其原因，人因注意力有限，無法同時處理過多訊息，而影響對訊息的處理行為與反應。對於閱覽者，「看到訊息不等於接收或理解訊息」，非預期的廣告才能有效吸引閱覽者目光，達到宣傳之目的。也就是廣告必須創造『意外刺激』，除了內容，更包括投放廣告的時機、曝光策略與播放的型式。

關鍵字

廣告；視覺；故意性視盲與注意力

並列摘要

To achieve the ultimate sales goal, commercial advertisement is designed to attract the attention of the audience and make the audience understand the content of the product or service. However, due to the limitation of attention, people cannot pay attention to too many things at the same time. "Intentional Blindness" refers to the phenomenon that people ignore ordinary, frequent, repetitive, periodic or uninteresting events. Media audiences often turn a blind eye to the occurrence of advertisements without paying attention, or even avoid watching them. This is a kind of phenomenon of intentional blindness. Therefore, in order to achieve the expected commercial benefits, it is necessary to understand the audience's psychology and behavior in order to design advertisements and plan exposure strategies. This article aims to explore the audience's phenomenon of Intentional Blindness to advertising through the study of the YouTube platform. There are three main advertising types of Youtube, including "overlay advertisements", "skippable video advertisements" and "non-skippable video advertisements". This study found that when the audiences are familiar with the type or time of the advertisement, they will deliberately ignore most of the advertisement, even if the audiences are aware of the occurrence of the advertisement. Because of the capacity of people's attention, it affects their response to external information and behavior. Having a visual of a message doesn't mean receiving a message. Unexpected types of advertisements can attract the attention of the audience to achieve the purpose of advertising. For successful advertising, unexpected stimulation is indispensable, not only the content of the advertisement, but also timing, exposure strategy, and advertising type.

並列關鍵字

Advertising ； Vision ； Intentional Blindness and Attention

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