Abstract
The acceptance of traditional brands is gradually decreasing among young people. Aiming at the problem, this research explores the promotion of recognition and acceptance of these brands through the design of H5 game advertisements. This paper takes MAXAM brand as an example to study its present situation. H5 game is designed by taking the Elemental Tetrad model as guidance and also integrating story, mechanism, aesthetics and technology. The design principle comprises of shaping a sense of mission and immersion, optimizing information feedback, and strengthening brand information output. An optimal design scheme is proposed by utilizing AARRR theory. After completing design, the transmission effect is evaluated via EEG combined with eye movement experiment and IPA analysis method. The results indicate that H5 game advertisements can enhance users' brain arousal to the brand, and also can improve somewhat the attention of target users to MAXAM hand cream and a stronger willingness to buy. H5 game advertisements can be used as a method of mobile propagation in the process of MAXAM brand renaissance according to the analysis of IPA effective sample data, and also provides a basic and effective reference for China's time-honored brands, similar to MAXAM, to update positioning and establish brand recognition, familiarity and audience satisfaction.
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Notes
- 1.
Muse is a light-weight rechargeable headband, which is equipped with 4 brain waves Electrodes: Two electrodes are located on the forehead (referred to as AF7 and AF8 in the standard 10–20 positioning system), the eyes are slightly upward, and the other two electrodes are in contact with the ears. In addition, it is also equipped with a spiral gauge and accelerometer, so that the head position can be calculated.
- 2.
In this study, SMI ETG eyeglasses eye tracker was used for eye tracking experiments. The sampling frequency was 60Hz and the resolution of HD lens was 1280 * 960p. Begaze3.7, which is matched with SMI ETG, was selected as the data processing software.
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Li, J., Fu, R. (2021). Design of Traditional Brand H5 Game Advertisement Based on EEG and Eye Movement Analysis: Example of MAXAM. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: Design for Diversity, Well-being, and Social Development. HCII 2021. Lecture Notes in Computer Science(), vol 12780. Springer, Cham. https://doi.org/10.1007/978-3-030-78224-5_42
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DOI: https://doi.org/10.1007/978-3-030-78224-5_42
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