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The purpose of this study is to use a multi-methodological approach to investigate how puns in texts and pictorial elements comprising human figures influence viewer engagement and potential consumer conversion in tourism advertising.

This study used an experiment with the EyeLink 1000 Plus. The research team curated 24 advertisements with homonymic puns from online travel agencies and Chinese tourism websites.

The findings of this study reveal several insights: Eye saccade trajectories among participants were generally consistent with the image-text-image pattern when exposed to advertisements incorporating textual puns and human figures. Pictorial representations featuring human figures independently garnered heightened viewer attention. Textual elements presenting pun expressions also induced greater visual attention from participants. The combination of textual puns and pictorial human figures in advertisements, although not attracting the most visual attention from participants, successfully enhanced their memory of the advertisements and fostered positive attitudes toward them.

Using human figures in advertisements is likely to improve viewer engagement and attitude toward the brand, which could be strategically used to enhance campaign effectiveness. Furthermore, the use of puns should be considered carefully, as they can increase attention and retention when used effectively, suggesting a tactical deployment in advertising content to maximize impact.

These results contribute to the existing literature by offering empirical evidence on the effectiveness of textual puns and pictorial human figures in advertising. Additionally, this study provides actionable insights for tourism marketing practitioners seeking to optimize advertisement design.

本研究采用多元方法, 探讨文本中的双关语与包含人物形象的图片元素如何影响观众的参与度及潜在消费者的转化率。

本研究通过EyeLink 1000 Plus进行实验。研究团队从在线旅行社和中国旅游网站精选了24个包含谐音双关语的广告。

研究结果揭示了以下几点：(1) 当参与者观看包含文本双关语和人物形象的广告时, 其眼球运动轨迹普遍呈现“图像-文本-图像”模式; (2) 独立展示人物形象的图片能够显著吸引观众注意力; (3) 表现双关语的文本元素同样能够引发更高的视觉关注度; (4) 尽管包含文本双关语和人物形象的广告未能吸引最多的视觉注意力, 但其显著增强了观众对广告的记忆, 并促进了对广告的积极态度。

本研究通过实证数据, 为文本双关语和图片人物形象在广告中的有效性提供了新的见解。同时, 为寻求优化广告设计的旅游营销从业者提供了可操作的建议。

在广告中使用人物形象有助于提升观众参与度和对品牌的态度, 可作为增强广告活动效果的战略手段。此外, 双关语的使用应当谨慎设计。有效使用双关语可提高观众的注意力与记忆力, 表明在广告内容中策略性地应用双关语可最大化影响力。