Design of Traditional Brand H5 Game Advertisement Based on EEG and Eye Movement Analysis: Example of MAXAM

摘要

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.