中国和北美文化背景下暗示型平面性诉求广告心理效果的比较研究

发布时间：2018-05-13 05:36

本文选题：暗示型性诉求广告 + 广告心理效果　；参考：《苏州大学》2014年硕士论文

【摘要】：尽管性诉求广告已经被证明是一种有效的广告手法，但研究表明，，直白型性诉求广告的使用仍然存在许多局限。在过去的研究中，很少有学者注意到暗示型性诉求广告。文化差异是广告传播效果的一个关键变量，不同文化背景下的受众对同一则广告可能会产生截然不同的心理效果。研究一通过操控产品与性的相关程度和广告的性诉求类型两个自变量，探讨了中国和北美两种代表性的文化背景下，性诉求广告心理效果的差异，包括对广告的态度，对品牌的态度和购买倾向。研究二进一步考察了暗示型性诉求广告相对于直白型性诉求广告和非性诉求广告在中国文化背景下的认知效果，包括认知加工时间和品牌记忆效果。结果表明： 1、受众的文化背景对性诉求广告态度、品牌态度和购买倾向具有显著影响，且中国文化背景下的年轻受众对性诉求广告的态度、品牌态度和购买倾向超过了北美文化背景下的年轻受众。 2、中国文化背景下的受众对性诉求广告的评价标准是“二维”的——产品与性的相关程度和广告的性诉求方式都显著地影响着他们对广告的评价；而北美文化背景下的受众对性诉求广告的评价标准是“一维”的——他们只关心广告中的产品是否与性相关，而广告使用何种性诉求方式，直白或暗示，在他们看来没有大的区别。 3、暗示型性诉求广告在中国文化背景下的认知效果与直白型性诉求广告相当，都显著优于非诉求广告，且无性别差异；但暗示型性诉求广告在广告态度、品牌态度及购买倾向上都优于直白型性诉求广告。综合看来，在中国文化背景下使用暗示型性诉求广告的心理效果最好。
[Abstract]:Although sexual appeal advertising has been proved to be an effective advertising technique, research shows that there are still many limitations in the use of explicit sexual appeal advertising. In the past studies, few scholars have paid attention to suggestive advertising. Cultural difference is a key variable in the effect of advertising communication. The audience in different cultural backgrounds may have different psychological effects on the same advertisement. In the first study, by manipulating the degree of correlation between product and sex and the type of sexual appeal of advertising, the author discusses the differences in psychological effects of sexual appeal advertising, including the attitude towards advertising, in the two representative cultural backgrounds of China and North America. Attitude towards brand and purchasing tendency. The second study examined the cognitive effects of implied and non-sexual appeal advertising in Chinese cultural context, including cognitive processing time and brand memory effect. The results show that: 1. The cultural background of the audience has a significant influence on the attitude of sexual appeal advertising, brand attitude and purchase tendency, and the young audience's attitude towards sexual appeal advertising under the Chinese cultural background. Brand attitudes and purchasing tendencies outweigh young audiences in North American cultural backgrounds. 2. Under the Chinese cultural background, the audience's evaluation standard of sexual appeal advertisement is "two-dimensional"-the degree of correlation between product and sex and the way of advertising sexual appeal have a significant impact on their evaluation of advertising; And in the context of North American culture, the audience's evaluation of sexual appeal advertising is "one-dimensional"-they only care about whether the product in the advertisement is relevant to sex, and what kind of sexual appeal is used in the advertisement, directly or implicitly. There is no big difference in their view. 3. The cognitive effect of implied appeal advertising in Chinese cultural background is similar to that of straight-forward advertising, which is significantly superior to that of non-appeal ads, and there is no gender difference, but the advertising attitude of implicative appeal advertising is similar to that of direct sexual appeal advertising. Brand attitude and purchase propensity are superior to straight-forward appeal advertising. In a word, the psychological effect of using implied appeal advertisement is the best in Chinese cultural background.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B84-05;F713.8

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