本文選題：仿擬廣告 + 產(chǎn)品卷入度�。� 參考：《安徽財經(jīng)大學(xué)》2015年碩士論文

【摘要】：隨著社會經(jīng)濟(jì)與新媒體的發(fā)展和進(jìn)步,廣告實際上是一種信息加工載體,包含著營銷者和廣告商對產(chǎn)品特性、品牌概念等信息內(nèi)容的輸入、不同媒介對信息的加工、以及消費者的態(tài)度等廣告效果的輸出。與傳統(tǒng)廣告相比,卷入和幽默是仿擬廣告的主要特征,卷入度是受產(chǎn)品或服務(wù)的成本、購買風(fēng)險以及消費者的投入來共同決定的,因此它的變化也將影響著仿擬廣告的廣告效果。幽默被認(rèn)為是一種日常生活中所必要的情感需求,它通過喚起安全性、不一致決議和輕蔑三種機(jī)制來形成仿擬廣告,它的強(qiáng)度決定了仿擬廣告的幽默程度和廣告效果。雖然先前關(guān)于仿擬以及仿擬廣告的研究已有很多,但是在仿擬廣告效果研究領(lǐng)域中的文獻(xiàn)仍顯不足,主要原因是當(dāng)一種由古至今的語言修辭手法運(yùn)用到廣告中時,更多的是語言學(xué)、傳播學(xué)或廣告學(xué)領(lǐng)域?qū)W者的探討,以致于營銷學(xué)者們忽略仿擬廣告的商業(yè)價值和研究必要。所以,關(guān)于仿擬廣告的效果研究亟需進(jìn)行。 基于ELM模式下的仿擬廣告說服機(jī)制,界定自變量為產(chǎn)品卷入度和廣告幽默強(qiáng)度,因變量為廣告效果。提出了產(chǎn)品卷入度、廣告幽默強(qiáng)度與仿擬廣告效果之間的影響模型。結(jié)果表明：(1)不同的產(chǎn)品卷入度,在仿擬廣告的廣告態(tài)度、品牌態(tài)度、購買意向上均存在著顯著差異；(2)不同的廣告幽默強(qiáng)度,在仿擬廣告的廣告態(tài)度、品牌態(tài)度上均存在顯著差異；但是在購買意向上不存在顯著差異；(3)產(chǎn)品卷入度與廣告幽默強(qiáng)度,在仿擬廣告的廣告態(tài)度上存在交互作用,但是在仿擬廣告的品牌態(tài)度、購買意向上均不存在交互作用。
[Abstract]:With the development and progress of social economy and new media, advertising is actually a kind of information processing carrier, which includes the input of product characteristics, brand concept and other information content by marketers and advertisers, and the processing of information by different media. And consumer attitude and other advertising effect output. Compared with traditional advertising, involvement and humor are the main characteristics of imitating advertising. The degree of involvement is determined by the cost of the product or service, the purchase risk and the input of the consumer. Therefore, its change will also affect the advertising effect of imitation advertising. Humor is regarded as a necessary emotional need in daily life. It forms imitation advertisement by arousing security, inconsistent resolution and disdain. Its intensity determines the degree of humor and the effect of advertising. Although there have been many previous studies on parody and imitation advertising, the literature in the field of imitation advertising effect is still insufficient, mainly because of the fact that a rhetorical device of language used in advertising since ancient times has been applied to advertising. More scholars in the field of linguistics, communication or advertising, so that marketing scholars ignore the commercial value of imitation advertising and the need for research. Therefore, the research on the effect of imitation advertising needs to be carried out urgently. Based on the imitation advertising persuasion mechanism in ELM mode, the independent variable is defined as the degree of product involvement and the intensity of advertising humor, and the dependent variable is the advertising effect. The influence model between the degree of product involvement, the intensity of advertising humor and the effect of imitating advertisement is put forward. The results show that there are significant differences in advertising attitude, brand attitude and purchase intention between different product involvement degree and different advertising humor intensity, and different advertising attitude in imitation advertising. There were significant differences in brand attitude, but there was no significant difference in purchase intention. (3) the degree of product involvement and the intensity of advertising humor, the interaction between imitating advertising attitude and brand attitude, but the brand attitude of imitating advertising. There is no interaction between the purchase intention and the purchase intention.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

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