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  本文選題：暗示型性訴求廣告 + 廣告心理效果�。� 參考：《蘇州大學》2014年碩士論文

【摘要】：盡管性訴求廣告已經(jīng)被證明是一種有效的廣告手法，但研究表明，，直白型性訴求廣告的使用仍然存在許多局限。在過去的研究中，很少有學者注意到暗示型性訴求廣告。文化差異是廣告?zhèn)鞑バЧ囊粋�關鍵變量，不同文化背景下的受眾對同一則廣告可能會產(chǎn)生截然不同的心理效果。 研究一通過操控產(chǎn)品與性的相關程度和廣告的性訴求類型兩個自變量，探討了中國和北美兩種代表性的文化背景下，性訴求廣告心理效果的差異，包括對廣告的態(tài)度，對品牌的態(tài)度和購買傾向。研究二進一步考察了暗示型性訴求廣告相對于直白型性訴求廣告和非性訴求廣告在中國文化背景下的認知效果，包括認知加工時間和品牌記憶效果。結(jié)果表明： 1、受眾的文化背景對性訴求廣告態(tài)度、品牌態(tài)度和購買傾向具有顯著影響，且中國文化背景下的年輕受眾對性訴求廣告的態(tài)度、品牌態(tài)度和購買傾向超過了北美文化背景下的年輕受眾。 2、中國文化背景下的受眾對性訴求廣告的評價標準是“二維”的——產(chǎn)品與性的相關程度和廣告的性訴求方式都顯著地影響著他們對廣告的評價；而北美文化背景下的受眾對性訴求廣告的評價標準是“一維”的——他們只關心廣告中的產(chǎn)品是否與性相關，而廣告使用何種性訴求方式，直白或暗示，在他們看來沒有大的區(qū)別。 3、暗示型性訴求廣告在中國文化背景下的認知效果與直白型性訴求廣告相當，都顯著優(yōu)于非訴求廣告，且無性別差異；但暗示型性訴求廣告在廣告態(tài)度、品牌態(tài)度及購買傾向上都優(yōu)于直白型性訴求廣告。綜合看來，在中國文化背景下使用暗示型性訴求廣告的心理效果最好。
[Abstract]:Although sexual appeal advertising has been proved to be an effective advertising technique, research shows that there are still many limitations in the use of explicit sexual appeal advertising. In the past studies, few scholars have paid attention to suggestive advertising. Cultural difference is a key variable in the effect of advertising communication. The audience in different cultural backgrounds may have different psychological effects on the same advertisement. In the first study, by manipulating the degree of correlation between product and sex and the type of sexual appeal of advertising, the author discusses the differences in psychological effects of sexual appeal advertising, including the attitude towards advertising, in the two representative cultural backgrounds of China and North America. Attitude towards brand and purchasing tendency. The second study examined the cognitive effects of implied and non-sexual appeal advertising in Chinese cultural context, including cognitive processing time and brand memory effect. The results show that: 1. The cultural background of the audience has a significant influence on the attitude of sexual appeal advertising, brand attitude and purchase tendency, and the young audience's attitude towards sexual appeal advertising under the Chinese cultural background. Brand attitudes and purchasing tendencies outweigh young audiences in North American cultural backgrounds. 2. Under the Chinese cultural background, the audience's evaluation standard of sexual appeal advertisement is "two-dimensional"-the degree of correlation between product and sex and the way of advertising sexual appeal have a significant impact on their evaluation of advertising; And in the context of North American culture, the audience's evaluation of sexual appeal advertising is "one-dimensional"-they only care about whether the product in the advertisement is relevant to sex, and what kind of sexual appeal is used in the advertisement, directly or implicitly. There is no big difference in their view. 3. The cognitive effect of implied appeal advertising in Chinese cultural background is similar to that of straight-forward advertising, which is significantly superior to that of non-appeal ads, and there is no gender difference, but the advertising attitude of implicative appeal advertising is similar to that of direct sexual appeal advertising. Brand attitude and purchase propensity are superior to straight-forward appeal advertising. In a word, the psychological effect of using implied appeal advertisement is the best in Chinese cultural background.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：B84-05;F713.8

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本文編號：1881901