叙事广告的情感共鸣效果研究

发布时间：2018-04-05 19:09

本文选题：叙事广告　切入点：情感共鸣　出处：《科技传播》2014年20期

【摘要】：本研究参照叙事程度测量、情感共鸣、广告态度、品牌态度的测量模型与指标体系以设计实验与问卷调查并获得数据,通过将叙事广告效果模型作为分析框架,进而检验叙事广告的情感共鸣效果。基于协方差结构分析方法 ,本研究验证了广告叙事程度、感情认知、感情移入、广告态度、品牌态度这一影响链条的关系路径。其中,广告叙事程度对感情认知呈现高度影响;广告态度对品牌态度呈现中度影响。可以确定,情感共鸣是影响受众广告评价的因素之一。受众对广告的叙事程度进行判断后,产生情感共鸣,进而对广告中涉及的产品和服务进行评价。可以认为,叙事广告能够唤起受众的情感共鸣,进而产生正向的广告态度与品牌态度。
[Abstract]:According to the measurement model and index system of narrative degree measurement, emotional resonance, advertising attitude, brand attitude, this study designed experiments and questionnaires and obtained data, and took narrative advertising effect model as the analysis frame.Then the emotional resonance effect of narrative advertising is tested.Based on the method of covariance structure analysis, this study verifies the relationship between advertising narrative degree, emotional cognition, emotional transfer, advertising attitude and brand attitude.Among them, the degree of advertising narrative has a high impact on emotional cognition, and advertising attitude has a moderate impact on brand attitude.It can be confirmed that emotional resonance is one of the factors that affect the evaluation of advertising.After judging the narrative degree of advertising, the audience has emotional resonance, and then evaluates the products and services involved in advertising.It can be considered that narrative advertising can arouse the emotional resonance of the audience, and then produce positive advertising attitude and brand attitude.
【作者单位】：中国人民大学新闻学院;
【分类号】：F713.8

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