受众的卷入程度对隐喻广告效果影响的实验研究
发布时间：2019-03-11 20:34
【摘要】： 现在隐喻越来越多的用于广告,这种广告形式可以引起思考,带来乐趣,进而增强说服效果。本文主要从受众的角度上进行分析,旨在跳出传者本位的思维模式,将与受众有关的变量引入效果分析的模型中,采用实验研究方法来讨论受众的心理环境与广告效果之间的关系及其相互影响,开拓一个更全面的考量广告效果的视野。在此研究中接合相关传播理论和已有研究成果,对相关研究进行验证和补充,更好的为广告实践提供理论的参考和支撑。 本文的研究目的就是评价广告的修辞运用所带来的广告效果。“广告卷入程度”和“广告类型”作为两个自变量,其中广告卷入程度是调节变量。三个因变量分别是,广告态度、品牌态度和购买意向,用来测量以直述广告为对比的广告效果。采用直接展示的2×2的实验设计。用PII量表来测量卷入程度,其α值为0.928。问卷采用语义差异量表来测量,实验对象是武汉科技学院机械专业和新闻专业,共110名学生,有效问卷96份。本研究发现,1)在高卷入受众中,隐喻广告效果优于直述广告;2)对于低卷入程度的受众广告类型的影响不显著;3)隐喻广告和直述广告对购买意向的影响都不显著。研究结论是隐喻广告对卷入程度高的受众比较有效,但对购买意向的影响不显著。这一结论对广告的设计者会有一定的借鉴意义。
[Abstract]:Metaphors are now more and more used in advertising, a form of advertising that causes thought, brings fun, and enhances persuasion. This article mainly from the audience angle carries on the analysis, the aim is to jump out of the transmission standard thinking mode, will be related to the audience variables into the effect analysis of the model, This paper discusses the relationship between the audience's psychological environment and advertising effect and their mutual influence by means of experimental research, so as to open up a more comprehensive field of view to consider the advertising effect. In this study, we combine the related communication theory with the existing research results, verify and supplement the related research, and better provide theoretical reference and support for advertising practice. The purpose of this paper is to evaluate the advertising effect brought by the rhetorical application of advertising. "Advertising involvement degree" and "Advertising Type" are two independent variables, in which Advertising involvement degree is a regulating variable. Three dependent variables, advertising attitude, brand attitude and purchase intention, are used to measure advertising effects compared with direct advertising. The 2 脳 2 experimental design with direct display is adopted. PII scale was used to measure the degree of involvement, its 伪 value was 0.928. The questionnaire was measured with semantic difference scale. The subjects were mechanical major and journalism major of Wuhan University of Science and Technology. There were 110 students and 96 valid questionnaires. The results show that: (1) the effect of metaphorical advertising is better than that of direct advertising among the highly involved audience; (2) the effect of metaphorical advertising is not significant on the type of audience advertising of low involvement; and (3) the effect of metaphorical advertising and direct advertising on purchase intention is not significant. The conclusion of this study is that metaphorical advertising is more effective for the highly involved audience, but has no significant effect on the purchase intention. This conclusion can be used for reference to the designers of advertising.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.8
本文编号：2438603
[Abstract]:Metaphors are now more and more used in advertising, a form of advertising that causes thought, brings fun, and enhances persuasion. This article mainly from the audience angle carries on the analysis, the aim is to jump out of the transmission standard thinking mode, will be related to the audience variables into the effect analysis of the model, This paper discusses the relationship between the audience's psychological environment and advertising effect and their mutual influence by means of experimental research, so as to open up a more comprehensive field of view to consider the advertising effect. In this study, we combine the related communication theory with the existing research results, verify and supplement the related research, and better provide theoretical reference and support for advertising practice. The purpose of this paper is to evaluate the advertising effect brought by the rhetorical application of advertising. "Advertising involvement degree" and "Advertising Type" are two independent variables, in which Advertising involvement degree is a regulating variable. Three dependent variables, advertising attitude, brand attitude and purchase intention, are used to measure advertising effects compared with direct advertising. The 2 脳 2 experimental design with direct display is adopted. PII scale was used to measure the degree of involvement, its 伪 value was 0.928. The questionnaire was measured with semantic difference scale. The subjects were mechanical major and journalism major of Wuhan University of Science and Technology. There were 110 students and 96 valid questionnaires. The results show that: (1) the effect of metaphorical advertising is better than that of direct advertising among the highly involved audience; (2) the effect of metaphorical advertising is not significant on the type of audience advertising of low involvement; and (3) the effect of metaphorical advertising and direct advertising on purchase intention is not significant. The conclusion of this study is that metaphorical advertising is more effective for the highly involved audience, but has no significant effect on the purchase intention. This conclusion can be used for reference to the designers of advertising.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.8
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