基于语码转换理论的网络语言广告效果研究
发布时间：2018-08-28 19:04
【摘要】：随着社会经济的发展,网络语言的使用渗透到交际行为、语言方式和社会心理等各个方面,企业的对外宣传纷纷采用网络语言,以期达到良好的广告效果。目前网络语言多集中在语言学层面的研究,对于网络语言的广告效果缺乏实证支持。另一方面从语码转换角度,多在双语、标准语方言之间切换,对于标准语言和网络语言之间的语码转换没有涉及。因此,基于语码转换理论,研究不同嵌入形式的广告语言对广告效果的影响很有必要。本研究加入产品品类和诉求方式为调节变量,采取实验法和眼动设备,通过对不同嵌入形式的广告语言进行控制,研究其对广告注意、品牌认知和产品评价的影响,深入分析不同产品品类和不同诉求方式下,怎样嵌入网络语言能达到良好的广告效果。研究分为两个实验,实验一探索不同广告语言类型对广告注意的影响,以产品品类和广告诉求为调节变量。采用3(广告语言类型:标准语言vs.网络语言中嵌入标准语言vs.标准语言中嵌入网络语言)×2(产品品类:必需品vs.奢侈品;诉求方式:感性诉求vs.理性诉求)组间实验设计。结果表明:嵌入网络语言能获取更多的广告注意;奢侈品条件下,广告中使用嵌入网络语言广告能获得更多的广告注意;必需品条件下,三种不同的广告语言类型差距不明显;感性诉求条件下,广告中使用嵌入网络语言广告能吸引更多的广告注意;理性诉求条件下,三种不同的广告语言类型差距不明显。实验二实验设计同实验一,研究不同广告语言类型对产品评价和品牌认知的影响。结果表明:必需品和奢侈品条件下,广告中使用嵌入网络语言广告能取得更积极的广告态度;感性诉求条件下,广告中使用嵌入网络语言广告能取得更积极的广告态度;理性诉求条件下,广告语言类型对广告态度并无显著影响。这些结果对今后不同嵌入形式的广告语言在广告中的运用、不同的产品品类和诉求方式条件下广告的使用提供了一定的参考和依据。
[Abstract]:With the development of social economy, the use of network language permeates into the communicative behavior, language style and social psychology, and so on. At present, most of the online languages focus on the linguistic level, and lack of empirical support for the advertising effect of the online language. On the other hand, from the point of view of code-switching, most of them are bilingual and switching between standard dialects, which is not involved in code-switching between standard language and network language. Therefore, it is necessary to study the influence of different embedded forms of advertising language on advertising effect based on code-switching theory. In this study, product categories and appeal methods are added as adjusting variables, and experimental methods and eye movement devices are adopted to study the effects of different embedded forms of advertising language on advertising attention, brand recognition and product evaluation. How to embed network language can achieve good advertising effect under different product categories and different appeal ways. The study is divided into two experiments. Experiment one is to explore the effects of different advertising language types on advertising attention, with product categories and advertising demands as the adjustment variables. Adoption 3 (Advertising language Type: standard language vs. Embedded Standard language vs. in Network language Standard language embedded in Network language 脳 2 (Product Category: essential vs. Luxury goods; style of appeal: sensual appeal to vs. Rational appeal) intergroup experimental design. The results show that embedding network language can gain more advertising attention, using embedded network language advertisement can gain more advertising attention under luxury goods condition, and under the condition of necessities, the difference of three different advertising language types is not obvious. Under the condition of perceptual appeal, the use of embedded network language in advertising can attract more advertising attention; under the condition of rational appeal, the gap between the three different advertising language types is not obvious. Experiment two is the same design as experiment one. The effects of different advertising language types on product evaluation and brand cognition are studied. The results show that under the conditions of necessities and luxury goods, the use of embedded network language in advertising can achieve a more positive advertising attitude, and under the condition of perceptual appeal, the use of embedded network language in advertising can achieve a more positive advertising attitude. Under the condition of rational appeal, the type of advertising language has no significant influence on advertising attitude. These results provide a certain reference and basis for the application of different embedded forms of advertising language in advertising, the use of advertising under different product categories and appeal methods.
【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：2210323
[Abstract]:With the development of social economy, the use of network language permeates into the communicative behavior, language style and social psychology, and so on. At present, most of the online languages focus on the linguistic level, and lack of empirical support for the advertising effect of the online language. On the other hand, from the point of view of code-switching, most of them are bilingual and switching between standard dialects, which is not involved in code-switching between standard language and network language. Therefore, it is necessary to study the influence of different embedded forms of advertising language on advertising effect based on code-switching theory. In this study, product categories and appeal methods are added as adjusting variables, and experimental methods and eye movement devices are adopted to study the effects of different embedded forms of advertising language on advertising attention, brand recognition and product evaluation. How to embed network language can achieve good advertising effect under different product categories and different appeal ways. The study is divided into two experiments. Experiment one is to explore the effects of different advertising language types on advertising attention, with product categories and advertising demands as the adjustment variables. Adoption 3 (Advertising language Type: standard language vs. Embedded Standard language vs. in Network language Standard language embedded in Network language 脳 2 (Product Category: essential vs. Luxury goods; style of appeal: sensual appeal to vs. Rational appeal) intergroup experimental design. The results show that embedding network language can gain more advertising attention, using embedded network language advertisement can gain more advertising attention under luxury goods condition, and under the condition of necessities, the difference of three different advertising language types is not obvious. Under the condition of perceptual appeal, the use of embedded network language in advertising can attract more advertising attention; under the condition of rational appeal, the gap between the three different advertising language types is not obvious. Experiment two is the same design as experiment one. The effects of different advertising language types on product evaluation and brand cognition are studied. The results show that under the conditions of necessities and luxury goods, the use of embedded network language in advertising can achieve a more positive advertising attitude, and under the condition of perceptual appeal, the use of embedded network language in advertising can achieve a more positive advertising attitude. Under the condition of rational appeal, the type of advertising language has no significant influence on advertising attitude. These results provide a certain reference and basis for the application of different embedded forms of advertising language in advertising, the use of advertising under different product categories and appeal methods.
【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
【参考文献】
相关期刊论文 前6条
1 李研;李东进;;变异成语对消费者广告态度和企业感知的影响[J];管理评论;2013年08期
2 陈洁;王方华;;感知价值对不同商品类别消费者购买意愿影响的差异[J];系统管理学报;2012年06期
3 黄劲松;;品牌的虚拟价值及其影响[J];广义虚拟经济研究;2010年03期
4 周象贤;金志成;;卷入影响广告理性诉求信息加工效果的眼动研究[J];心理学报;2009年04期
5 张玉玲;;网络语言幽默风格的创新[J];湖北师范学院学报(哲学社会科学版);2009年01期
6 王怀明,陈毅文;广告诉求形式与消费者心理加工机制[J];心理科学;1999年05期
，本文编号：2210323
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2210323.html
