关键词: 文字书写方向, 产品朝向, 品牌或产品定位, 注意效果, 说服效果

Abstract: The matching of writing direction and product facing direction in advertising can affect the persuasive effect of advertising  and consumers' attentions. Based on knowledge activation theory and matching theory, three eye-tracking experiments with 280 participants were conducted to investigate the effects of text writing direction and product facing direction on advertising effect.  In experiment 1, we found an interaction between the writing direction and the product facing direction.  The persuasion and attention effects were better when the vertical writing direction matched the left-facing product or the horizontal writing direction matched the right-facing product.  Experiments 2 and experiment 3 found that brand or product positioning further interacted with the matching effect above.  Traditional brand or product ads perfbnn better when texts are written vertically with the product facing left, while modem brand or product ads perform better when the texts are written horizontally with the product facing right.  Three experiments confirmed the mediating role of sense - correctness.  The triple interaction between text writing direction, product facing direction, and brand or product positioning provides guidances for the theoretical system of advertising effect and enterprise practices.

Key words: writing direction,  , product facing direction,  , brand or product positioning,  , attention effect,  , persuasive effect