ABSTRACT Past research has shown that consumers' ability to identify sponsored news articles as advertising is low. This study utilized two experiments to identify characteristics of native advertising disclosures that can lead to higher levels of recognition. An online experiment (N = 242) showed that higher levels of visual prominence in the form of size and color contrast increased advertising recognition, and that language explicitness increased recognition when visual prominence was high. An eye-tracking lab experiment (N = 90) showed that such high-visual-prominence, high-explicitness disclosures are more likely to be noticed and more likely to lead to advertising recognition when they are embedded within the story text than when they are at the absolute or relative top of the page.

中文翻译：

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建立更好的本地广告披露

摘要过去的研究表明，消费者识别赞助新闻文章作为广告的能力很低。这项研究利用两个实验来识别可以引起更高识别度的本地广告披露特征。一项在线实验（N = 242）显示，以大小和颜色对比的形式出现的较高水平的视觉突出度提高了广告识别度，而当视觉突出度较高时，语言的清晰性也提高了识别度。一项眼动实验室实验（N = 90）表明，与嵌入文本相比，这种高视觉突出度，高清晰度的信息嵌入到故事文本中的可能性更高，并且更容易引起广告的认可。在页面的绝对或相对顶部。