随着感性诉求在广告中所占的比例不断增加,迫切需要测量受众对广告的情感反应。本文介绍了目前在广告研究领域测量广告的情感效应的主要方法,基本上可分为自我报告法和生理心理学方法,前者包括词语的自我报告、图形的自我报告、实时(moment-to-moment)评价等三种方法,而后者主要包括面部肌电图、皮肤电和心率等。 As perceptual appeal increases in the proportion of advertising, there is an urgent need to measure audience responsiveness to advertising. This paper introduces the main methods used to measure the emotional effects of advertising in the field of advertising research. Basically, it can be divided into self-reporting methods and psychophysiological methods. The former includes self-reporting of words, self-reporting of graphics, and moment-to-moment ) Evaluation of the three methods, which mainly include facial EMG, skin electricity and heart rate.