广告语言嵌入对广告效果的影响研究：网络语言与标准语言的比较
发布时间：2018-10-08 15:13
【摘要】：网络语言是随着互联网的快速发展而诞生的一种新颖、有趣的语言形式,在广告中得到广泛的应用。而且网络语言作为标准语言的变体,并未完全脱离标准语言独立存在,通常两者同时出现在广告中。但对于两者在广告中混合使用时,以何种语言为主体语言、以何种语言为嵌入语言却未得到实证检验。本文为了探讨网络语言和标准语言的语码转换是否存在方向效应,采用实验法对嵌入网络语言和嵌入标准语言分组对比,并引入不包含语码转换的标准语言组作为参照组,在对比语码转换方向效应的同时,验证嵌入和不嵌入之间的差异。此外,为了探究不同产品的广告是否适用不同语言嵌入形式,本文还考察了广告语言嵌入形式与产品类别对广告效果的交互效应。本文通过两个3(嵌入网络语言VS嵌入标准语言VS不嵌入)*2(高感知风险产品VS低感知风险产品)的实验来对主效应和交互效应进行检验。实验一使用眼动仪来测量被试对广告的注意水平。通过记录6组不同被试对广告的注视次数、注视时间和瞳孔直径指标,研究不同语言嵌入形式引发的广告注意差异。结果发现被试对嵌入网络语言的广告投入更多注视点,并且会放大瞳孔直径。高感知风险产品广告使用嵌入网络语言得到的广告注意水平更高,而低感知风险产品则使用嵌入标准语言广告得到更多的广告注意水平。无论是是高感知风险产品还是低感知风险产品,使用标准语言形式的广告注意效果最差。实验二将“傲娇”、“宝宝”等网络流行语运用到5种高感知风险产品和5种低感知风险产品广告中。将30个不同的广告随机分配给不同的被试,测量不同组别的被试在广告态度和产品评价上的组间差异。结果显示广告采用嵌入网络语言形式比采用嵌入标准语言形式产生更为积极的广告态度和产品评价,而这两种语言形式带来的广告效果又都优于没有嵌入的标准语言形式。产品类别与广告语言嵌入形式存在交互效应,低感知风险产品广告嵌入网络语言带来的广告态度优于嵌入标准语言,但两种语言嵌入形式对产品评价并无显著影响。高感知风险产品广告使用嵌入标准语言或使用嵌入网络语言对广告态度和产品评价没有显著影响。无论是高感知风险产品还是低感知风险产品,使用标准语言形式效果最差。本文对两种象形文字的语码转换方向效应的研究,为广告主在广告中更好的使用网络语言提供一定的指导,同时在文章最后也指出了研究过程中的局限和未来研究的可能方向。
[Abstract]:With the rapid development of the Internet, network language is a novel and interesting language form, which is widely used in advertising. As a variant of standard language, network language does not exist independently of standard language. However, when they are mixed in advertising, there is no empirical test of which language is the main language and which language is embedded. In order to investigate whether code-switching between network language and standard language has directional effect, this paper uses experimental method to compare embedded network language with embedded standard language, and introduces standard language group without code-switching as reference group. At the same time, the differences between embedding and non-embedding are verified by contrasting the directional effect of code-switching. In addition, in order to explore whether different product advertisements are suitable for different language embedding forms, this paper also examines the interactive effects of advertising language embedding forms and product categories on advertising effects. In this paper, the main effect and the interaction effect are tested by two experiments of two 3 (embedded network language VS embedded standard language VS not embedded) (high perception risk product VS low perception risk product). In experiment 1, the eye movement instrument was used to measure the attention level of the subjects to the advertisement. By recording the fixation times, fixation time and pupil diameter of six groups of different subjects, the differences of advertising attention caused by different language embedding forms were studied. The results showed that subjects put more attention points into advertisements embedded in web language and dilated pupil diameter. High perceived risk products use embedded network language to get a higher level of advertising attention, while low perception risk products use embedded standard language advertising to get more attention level. Whether high-perception risk products or low-perception risk products, the standard language form of advertising attention is the worst. In experiment 2, the popular words such as "Aojiao" and "Baby" were applied to 5 kinds of products with high perceived risk and 5 kinds of products with low perceived risk. Thirty different advertisements were randomly assigned to different subjects to measure the differences in advertising attitude and product evaluation among different groups. The results show that the embedded network language is more effective than the embedded standard language in advertising attitude and product evaluation, and the advertising effect of these two language forms is better than that of the standard language without embedding. There is interactive effect between product category and advertising language embedding form. Low perception risk product advertisement embedding network language brings a better advertising attitude than embedding standard language, but the two language embedding forms have no significant influence on product evaluation. The use of embedded standard language or embedded network language has no significant influence on advertising attitude and product evaluation. Whether high perception risk product or low perception risk product, the effect of using standard language form is the worst. This paper studies the code-switching direction effect of two kinds of hieroglyphic characters, which provides some guidance for advertisers to better use network language in advertising. At the end of the article, it also points out the limitations of the research process and the possible direction of future research.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
本文编号：2257240
[Abstract]:With the rapid development of the Internet, network language is a novel and interesting language form, which is widely used in advertising. As a variant of standard language, network language does not exist independently of standard language. However, when they are mixed in advertising, there is no empirical test of which language is the main language and which language is embedded. In order to investigate whether code-switching between network language and standard language has directional effect, this paper uses experimental method to compare embedded network language with embedded standard language, and introduces standard language group without code-switching as reference group. At the same time, the differences between embedding and non-embedding are verified by contrasting the directional effect of code-switching. In addition, in order to explore whether different product advertisements are suitable for different language embedding forms, this paper also examines the interactive effects of advertising language embedding forms and product categories on advertising effects. In this paper, the main effect and the interaction effect are tested by two experiments of two 3 (embedded network language VS embedded standard language VS not embedded) (high perception risk product VS low perception risk product). In experiment 1, the eye movement instrument was used to measure the attention level of the subjects to the advertisement. By recording the fixation times, fixation time and pupil diameter of six groups of different subjects, the differences of advertising attention caused by different language embedding forms were studied. The results showed that subjects put more attention points into advertisements embedded in web language and dilated pupil diameter. High perceived risk products use embedded network language to get a higher level of advertising attention, while low perception risk products use embedded standard language advertising to get more attention level. Whether high-perception risk products or low-perception risk products, the standard language form of advertising attention is the worst. In experiment 2, the popular words such as "Aojiao" and "Baby" were applied to 5 kinds of products with high perceived risk and 5 kinds of products with low perceived risk. Thirty different advertisements were randomly assigned to different subjects to measure the differences in advertising attitude and product evaluation among different groups. The results show that the embedded network language is more effective than the embedded standard language in advertising attitude and product evaluation, and the advertising effect of these two language forms is better than that of the standard language without embedding. There is interactive effect between product category and advertising language embedding form. Low perception risk product advertisement embedding network language brings a better advertising attitude than embedding standard language, but the two language embedding forms have no significant influence on product evaluation. The use of embedded standard language or embedded network language has no significant influence on advertising attitude and product evaluation. Whether high perception risk product or low perception risk product, the effect of using standard language form is the worst. This paper studies the code-switching direction effect of two kinds of hieroglyphic characters, which provides some guidance for advertisers to better use network language in advertising. At the end of the article, it also points out the limitations of the research process and the possible direction of future research.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
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