【摘要】：網(wǎng)絡(luò)語言是隨著互聯(lián)網(wǎng)的快速發(fā)展而誕生的一種新穎、有趣的語言形式,在廣告中得到廣泛的應(yīng)用。而且網(wǎng)絡(luò)語言作為標(biāo)準(zhǔn)語言的變體,并未完全脫離標(biāo)準(zhǔn)語言獨立存在,通常兩者同時出現(xiàn)在廣告中。但對于兩者在廣告中混合使用時,以何種語言為主體語言、以何種語言為嵌入語言卻未得到實證檢驗。本文為了探討網(wǎng)絡(luò)語言和標(biāo)準(zhǔn)語言的語碼轉(zhuǎn)換是否存在方向效應(yīng),采用實驗法對嵌入網(wǎng)絡(luò)語言和嵌入標(biāo)準(zhǔn)語言分組對比,并引入不包含語碼轉(zhuǎn)換的標(biāo)準(zhǔn)語言組作為參照組,在對比語碼轉(zhuǎn)換方向效應(yīng)的同時,驗證嵌入和不嵌入之間的差異。此外,為了探究不同產(chǎn)品的廣告是否適用不同語言嵌入形式,本文還考察了廣告語言嵌入形式與產(chǎn)品類別對廣告效果的交互效應(yīng)。本文通過兩個3(嵌入網(wǎng)絡(luò)語言VS嵌入標(biāo)準(zhǔn)語言VS不嵌入)*2(高感知風(fēng)險產(chǎn)品VS低感知風(fēng)險產(chǎn)品)的實驗來對主效應(yīng)和交互效應(yīng)進行檢驗。實驗一使用眼動儀來測量被試對廣告的注意水平。通過記錄6組不同被試對廣告的注視次數(shù)、注視時間和瞳孔直徑指標(biāo),研究不同語言嵌入形式引發(fā)的廣告注意差異。結(jié)果發(fā)現(xiàn)被試對嵌入網(wǎng)絡(luò)語言的廣告投入更多注視點,并且會放大瞳孔直徑。高感知風(fēng)險產(chǎn)品廣告使用嵌入網(wǎng)絡(luò)語言得到的廣告注意水平更高,而低感知風(fēng)險產(chǎn)品則使用嵌入標(biāo)準(zhǔn)語言廣告得到更多的廣告注意水平。無論是是高感知風(fēng)險產(chǎn)品還是低感知風(fēng)險產(chǎn)品,使用標(biāo)準(zhǔn)語言形式的廣告注意效果最差。實驗二將“傲嬌”、“寶寶”等網(wǎng)絡(luò)流行語運用到5種高感知風(fēng)險產(chǎn)品和5種低感知風(fēng)險產(chǎn)品廣告中。將30個不同的廣告隨機分配給不同的被試,測量不同組別的被試在廣告態(tài)度和產(chǎn)品評價上的組間差異。結(jié)果顯示廣告采用嵌入網(wǎng)絡(luò)語言形式比采用嵌入標(biāo)準(zhǔn)語言形式產(chǎn)生更為積極的廣告態(tài)度和產(chǎn)品評價,而這兩種語言形式帶來的廣告效果又都優(yōu)于沒有嵌入的標(biāo)準(zhǔn)語言形式。產(chǎn)品類別與廣告語言嵌入形式存在交互效應(yīng),低感知風(fēng)險產(chǎn)品廣告嵌入網(wǎng)絡(luò)語言帶來的廣告態(tài)度優(yōu)于嵌入標(biāo)準(zhǔn)語言,但兩種語言嵌入形式對產(chǎn)品評價并無顯著影響。高感知風(fēng)險產(chǎn)品廣告使用嵌入標(biāo)準(zhǔn)語言或使用嵌入網(wǎng)絡(luò)語言對廣告態(tài)度和產(chǎn)品評價沒有顯著影響。無論是高感知風(fēng)險產(chǎn)品還是低感知風(fēng)險產(chǎn)品,使用標(biāo)準(zhǔn)語言形式效果最差。本文對兩種象形文字的語碼轉(zhuǎn)換方向效應(yīng)的研究,為廣告主在廣告中更好的使用網(wǎng)絡(luò)語言提供一定的指導(dǎo),同時在文章最后也指出了研究過程中的局限和未來研究的可能方向。
[Abstract]:With the rapid development of the Internet, network language is a novel and interesting language form, which is widely used in advertising. As a variant of standard language, network language does not exist independently of standard language. However, when they are mixed in advertising, there is no empirical test of which language is the main language and which language is embedded. In order to investigate whether code-switching between network language and standard language has directional effect, this paper uses experimental method to compare embedded network language with embedded standard language, and introduces standard language group without code-switching as reference group. At the same time, the differences between embedding and non-embedding are verified by contrasting the directional effect of code-switching. In addition, in order to explore whether different product advertisements are suitable for different language embedding forms, this paper also examines the interactive effects of advertising language embedding forms and product categories on advertising effects. In this paper, the main effect and the interaction effect are tested by two experiments of two 3 (embedded network language VS embedded standard language VS not embedded) (high perception risk product VS low perception risk product). In experiment 1, the eye movement instrument was used to measure the attention level of the subjects to the advertisement. By recording the fixation times, fixation time and pupil diameter of six groups of different subjects, the differences of advertising attention caused by different language embedding forms were studied. The results showed that subjects put more attention points into advertisements embedded in web language and dilated pupil diameter. High perceived risk products use embedded network language to get a higher level of advertising attention, while low perception risk products use embedded standard language advertising to get more attention level. Whether high-perception risk products or low-perception risk products, the standard language form of advertising attention is the worst. In experiment 2, the popular words such as "Aojiao" and "Baby" were applied to 5 kinds of products with high perceived risk and 5 kinds of products with low perceived risk. Thirty different advertisements were randomly assigned to different subjects to measure the differences in advertising attitude and product evaluation among different groups. The results show that the embedded network language is more effective than the embedded standard language in advertising attitude and product evaluation, and the advertising effect of these two language forms is better than that of the standard language without embedding. There is interactive effect between product category and advertising language embedding form. Low perception risk product advertisement embedding network language brings a better advertising attitude than embedding standard language, but the two language embedding forms have no significant influence on product evaluation. The use of embedded standard language or embedded network language has no significant influence on advertising attitude and product evaluation. Whether high perception risk product or low perception risk product, the effect of using standard language form is the worst. This paper studies the code-switching direction effect of two kinds of hieroglyphic characters, which provides some guidance for advertisers to better use network language in advertising. At the end of the article, it also points out the limitations of the research process and the possible direction of future research.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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