仿拟广告效果研究

发布时间：2018-04-28 01:18

本文选题：仿拟广告 + 产品卷入度　；参考：《安徽财经大学》2015年硕士论文

【摘要】：随着社会经济与新媒体的发展和进步,广告实际上是一种信息加工载体,包含着营销者和广告商对产品特性、品牌概念等信息内容的输入、不同媒介对信息的加工、以及消费者的态度等广告效果的输出。与传统广告相比,卷入和幽默是仿拟广告的主要特征,卷入度是受产品或服务的成本、购买风险以及消费者的投入来共同决定的,因此它的变化也将影响着仿拟广告的广告效果。幽默被认为是一种日常生活中所必要的情感需求,它通过唤起安全性、不一致决议和轻蔑三种机制来形成仿拟广告,它的强度决定了仿拟广告的幽默程度和广告效果。虽然先前关于仿拟以及仿拟广告的研究已有很多,但是在仿拟广告效果研究领域中的文献仍显不足,主要原因是当一种由古至今的语言修辞手法运用到广告中时,更多的是语言学、传播学或广告学领域学者的探讨,以致于营销学者们忽略仿拟广告的商业价值和研究必要。所以,关于仿拟广告的效果研究亟需进行。基于ELM模式下的仿拟广告说服机制,界定自变量为产品卷入度和广告幽默强度,因变量为广告效果。提出了产品卷入度、广告幽默强度与仿拟广告效果之间的影响模型。结果表明：(1)不同的产品卷入度,在仿拟广告的广告态度、品牌态度、购买意向上均存在着显著差异；(2)不同的广告幽默强度,在仿拟广告的广告态度、品牌态度上均存在显著差异；但是在购买意向上不存在显著差异；(3)产品卷入度与广告幽默强度,在仿拟广告的广告态度上存在交互作用,但是在仿拟广告的品牌态度、购买意向上均不存在交互作用。
[Abstract]:With the development and progress of social economy and new media, advertising is actually a kind of information processing carrier, which includes the input of product characteristics, brand concept and other information content by marketers and advertisers, and the processing of information by different media. And consumer attitude and other advertising effect output. Compared with traditional advertising, involvement and humor are the main characteristics of imitating advertising. The degree of involvement is determined by the cost of the product or service, the purchase risk and the input of the consumer. Therefore, its change will also affect the advertising effect of imitation advertising. Humor is regarded as a necessary emotional need in daily life. It forms imitation advertisement by arousing security, inconsistent resolution and disdain. Its intensity determines the degree of humor and the effect of advertising. Although there have been many previous studies on parody and imitation advertising, the literature in the field of imitation advertising effect is still insufficient, mainly because of the fact that a rhetorical device of language used in advertising since ancient times has been applied to advertising. More scholars in the field of linguistics, communication or advertising, so that marketing scholars ignore the commercial value of imitation advertising and the need for research. Therefore, the research on the effect of imitation advertising needs to be carried out urgently. Based on the imitation advertising persuasion mechanism in ELM mode, the independent variable is defined as the degree of product involvement and the intensity of advertising humor, and the dependent variable is the advertising effect. The influence model between the degree of product involvement, the intensity of advertising humor and the effect of imitating advertisement is put forward. The results show that there are significant differences in advertising attitude, brand attitude and purchase intention between different product involvement degree and different advertising humor intensity, and different advertising attitude in imitation advertising. There were significant differences in brand attitude, but there was no significant difference in purchase intention. (3) the degree of product involvement and the intensity of advertising humor, the interaction between imitating advertising attitude and brand attitude, but the brand attitude of imitating advertising. There is no interaction between the purchase intention and the purchase intention.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】