{'fraction_non_alphanumeric': 0.0272, 'fraction_numerical': 0.0, 'mean_word_length': 5.798913043478261, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
The Influence of Spokesperson’s Visual Cues on the Advertising Effect of Scented Products

By combining tracking and analysis techniques of the eye tracker and scale statistics, this article explores how spokesperson ’s visual cues (eyes-closed/open) influences consumer’s advertising attention, product information memory, odor perception and audience’s attitude in the advertisement where the odor of product is the main selling point. It is found that compared with the eyes-open condition, the spokesperson's eyes-closed endorsement cannot effectively enhance the audience's attitude towards products, advertising and purchase intention, but it can promote the audience's positive perception of the use experience of advertising products, and can better stimulate audience’s olfactory perception of advertising products. At the same time, although the state of eyes cannot affect the audience's attention to product information, but when the spokesperson closes the eyes, the audience's attention to the advertising spokesperson can be strengthen, and the recognition rate of the product information can be improved as well, so that the audience memory is more accurate, and the eyes-open endorsement will hinder the subject's advertising memory.