目前，视频广告的声音播放形式既存在有声形式，也因为环境等客观或主观因素存在无声形式。然而，探究视频广告两种声音播放形式对广告效果影响差异的相关研究较少，缺乏此方面的广告设计理论指导。本文基于格式塔心理学理论与通感理论，假设视频广告的两种播放形式对广告效果的影响没有显著差异，设计了2X2双因素混合实验。通过线上实验，测定观众观看不同声音形式和台词类型的视频广告后的广告态度、购买意愿以及广告记忆，以此探讨有声与无声播放形式对视频广告效果的影响，同时探索了视频广告的语音台词类型、广告声音类型和视频广告效果之间的关系。

研究发现，视频广告的有声与无声两种播放形式，在广告态度、购买意愿、广告回忆三类广告效果指标上不存在显著差异。而视频广告的语音台词类型，即有台词和无语音（以纯音乐作为音频）的两种台词类广告，对三类广告效果的影响差异显著，具体表现为三类广告效果变量均是无台词的视频广告效果优于有台词的视频广告效果。除声音类型与台词类型的交互作用在广告态度中的商品喜爱程度指标上显著，其余广告效果变量下，视频广告播放形式与视频广告台词类型的交互效应不显著。

At present, sound and silent video ads both play an important role in market. Advertisers are increasingly starting to use both audio and silent video ads. However, there are very few studies on the difference of the effect between the two, and thus there arises a lack of theoretical guidance of advertising design. In this study, we have completed a two-factor mixed experiment on line. Based on analysis of collected data, this paper discusses the influence of sound and silence on the effect of video ads, and explores the relationship among the lines of video advertising, the type of advertising sound and the effect of video advertisement.

The result shows that there is no significant difference in advertising attitude, purchase intention and advertising recall within sound and silent video ads, which proves the research hypothesis. Meanwhile, the types of lines in video ads have significant differences in the effects of the three types of ads. Specifically, the effect of video ads without lines is better than that with lines in the three kinds of advertising effect variables. And the interaction effect between video ads with or without voice and video ads with or without speech lines is not significant.