Since the Internet was introduced to market in 1990s’, the Internet network rapidly spread all over the world, leading to the booming of online advertising. Online advertisements cover a wide range and are less compelling, which is their advantages, however, they also attracts less attention of browsers for they are less compelling. In order to raise the attention to online advertisements, practitioners in advertising industry introduced animation banner. However, previous empirical research on the comparison of browsers’ attention to, memory of or attitude toward static and animation banners did not reach a consensus. This research chose college students as subjects and conducted experiments in which the cognitive loads were manipulated and apparatuses like Tobii 1750 eye tracker were used. The research recorded and compared subjects’ attention to, explicit and implicit memory of and attitude toward animation and static banners when they are given different cognitive loads. Besides, this research also investigated the attitude of 84 college students toward dynamic and static online advertisements. The research found that the browsers’ attention to banners was low, as a result, they can only memorize the banners implicitly rather than explicitly. The cognitive load had an impact effect on browsers’ attention to banners in the following way. With less cognitive loads, the browsers stared at the banners for a longer time and for more times, their first look at the banners also were longer. The research also found that the processing level effect existed, in another way, browsers’ attention to the banners were higher and their implicit memory of the banners were more when they had less cognitive loads. This outcome supported the view point in some previous research that the level effects of processing existed in implicit memory. Besides, this research found that cognition-feeling deviation existed during browsers’ cognitive processing of advertisements, that is, with lower cognitive loads, browsers paid more attention to the banners and got a higher score in implicit memory test, however, their preference had no difference with that when they had lower cognitive loads. Comparing with the animation online advertisements, browsers preferred static online advertisements and their implicit memory of static online advertisements were better
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