不同类型广告心理效果的性别差异研究

发布时间：2018-03-29 00:34

本文选题：广告　切入点：性别差异　出处：《福建师范大学》2005年硕士论文

【摘要】：本研究的主要目的是为了探讨不同类型的广告在不同性别的广告受众面前所表现出来的心理效果的差异。为此我们在综述部分回顾了以往关于性别差异的研究,并且讨论了性别差异理论为广告带来了什么启示, 在广告当中探讨性别差异有何意义。研究中抽取主要的广告心理效果因素编制了《大学生广告心理效果测评量表》用以评定广告在不同受众前所表现出来的广告心理效果。关于广告类型我们则抓住了商品类型和广告形象代言人性别这两个重要的广告元素对广告进行分类。本研究通过一系列实验探讨了各种类型广告在不同性别的广告受众面前所表现出的广告心理效果。实验一结果表明,在没有代言人的情况下,不同性别的被试对不同性别倾向的商品的广告心理效果存在显著差异,而在中性商品上不存在显著的性别差异。通过实验二我们发现,当广告形象代言人性别、商品性别化倾向及广告受众性别一致时可以获得最佳广告心理效果;当广告形象代言人性别、商品的性别化倾向一致时, 男女被试均表现出较好的广告心理效果:而当广告形象代言人性别与商品的性别化倾向不一致时,男女被试均表现出略有降低的广告心理效果。商品类型为中性商品时,男女被试间没有显著差异。实验三中,当男女形象代言人同时出现时,得到的结果与实验一没有太大的差别。论文最后指出了本研究的现实意义、研究的不足,并对今后的进一步深入研究作出了展望。
[Abstract]:The main purpose of this study is to explore the different types of advertising in different gender advertising. For this reason, we review the past in the summary section. The study of gender differences and the implications of the theory of gender differences for advertising, What is the significance of exploring gender differences in advertising. The main factors of advertising psychological effect are drawn out in the study. The scale is used to evaluate the psychological effects of advertising in front of different audiences. In terms of advertising type, we have grasped the two important aspects of commodity type and the gender of advertising image spokesmen. Advertising elements classify advertisements. Through a series of experiments, this study explores the audience of different types of advertisements in different genders. The psychological effect of advertising in front of us. Experiment 1 shows that in the absence of a spokesperson. The psychological effects of advertising on commodities with different gender tendencies were significantly different from those of the subjects of different genders. There is no significant gender difference in sexual goods. In experiment 2, we found that when. When advertising image spokesman gender, goods gender orientation and advertising audience gender identity can be obtained. The best psychological effect of advertising; when the advertising image spokesman gender, the gender trend of goods is the same, Both male and female subjects showed better psychological effect of advertising. And when advertising image spokesman gender and business. When the sexualization tendency of the product is not consistent, both the male and the female subjects show a slight decrease in the psychological effect of advertising. There was no significant difference between male and female subjects when the type of commodity was neutral. When the image spokesman appears at the same time, the result is not too different from experiment one. Finally, the paper points out the practical significance of this study, the shortcomings of the study, and the further development of the research in the future. The prospect of step-in-depth study is made.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：B841

【引证文献】