本文關(guān)鍵詞： 時間距離 廣告訴求 遠(yuǎn)期廣告 近期廣告 廣告態(tài)度　出處：《武漢紡織大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：現(xiàn)如今廣告主通常將產(chǎn)品營銷當(dāng)作一場“持久戰(zhàn)”,廣告主不滿足于現(xiàn)有的廣告形式,為增加產(chǎn)品競爭力,企業(yè)甚至從產(chǎn)品上市的一年前甚至更久遠(yuǎn)的時間便投放廣告。那么產(chǎn)品上市之前和上市之后的廣告內(nèi)容和廣告策略對于消費者是否有不同的影響是需要進(jìn)一步研究的問題。因此,分析消費者在不同時間條件下的廣告心理特征及傾向是十分必須的。目前針對于消費者心理與廣告發(fā)布時間及內(nèi)容的關(guān)系的研究較多,但主要是從企業(yè)的視角進(jìn)行研究,而從消費者心理視角的研究較少。因此,本文主要在解釋水平理論的基礎(chǔ)上對上述行為進(jìn)行解析,分析消費者對于近期廣告與遠(yuǎn)期廣告在心理表征上的差異和對不同訴求方式的廣告的喜好程度,尋求一種心理共性,并將其延伸至廣告策略領(lǐng)域,使得廣告宣傳效果最大化。本文以消費者廣告態(tài)度作為廣告效果好壞的依據(jù),采用2(時間距離:遠(yuǎn)期,近期)×2(解釋水平:高水平,低水平)×2(廣告訴求:理性訴求,感性訴求)的因子分析設(shè)計,建立消費者廣告態(tài)度相關(guān)的實驗?zāi)Ｐ?對不同時間距離不同訴求方式的廣告效果進(jìn)行實證研究。研究結(jié)果顯示,消費者在遠(yuǎn)期廣告條件下,更傾向于高解釋水平的理性訴求廣告;在近期廣告條件下,更傾向于低解釋水平的感性訴求廣告。同時,消費者的性別、年齡、收入、受教育程度、月收入水平等描述性信息對于其在不同時間距離不同訴求方式的廣告態(tài)度影響很小。研究結(jié)果進(jìn)一步拓展了解釋水平理論應(yīng)用領(lǐng)域,使其更好的貫穿于未來的實體經(jīng)濟(jì)研究中;從新的角度對廣告訴求研究進(jìn)行了有益的補(bǔ)充,豐富了廣告訴求的研究內(nèi)容和理論框架,同時也可為廣告營銷的有效開展提供了思維指導(dǎo)。
[Abstract]:Nowadays advertisers usually regard product marketing as a "protracted war", and advertisers are not satisfied with the existing advertising forms, in order to increase the competitiveness of their products. Companies even put out advertisements a year or more before the product went on the market. So whether the content and strategy of advertising before and after the product go on the market has a different impact on consumers is a need to further study. The question. Therefore, It is necessary to analyze the psychological characteristics and tendency of advertising under different time conditions. At present, there are many researches on the relationship between consumer psychology and the time and content of advertising publication, but mainly from the perspective of enterprises. Therefore, based on the level of explanation theory, this paper mainly analyzes the above behavior. This paper analyzes consumers' differences in psychological representation between short-term and forward advertising and their preference for advertisements with different appeal ways, and seeks for a kind of psychological commonality, and extends it to the field of advertising strategies. This article takes consumer advertising attitude as the basis of advertising effect, adopts 2 (time distance: forward, near term) 脳 2 (explanation level: high level, low level) 脳 2 (advertising appeal: rational demand), The factor analysis design of perceptual appeal), the establishment of the experimental model of consumer advertising attitude, and the empirical research on the advertising effect of different appeal ways at different time distances. The results show that consumers are in the condition of long-term advertising. It is more inclined to the rational appeal advertisement with high interpretation level; in the recent advertising condition, it is more inclined to the perceptual appeal advertisement with low interpretation level. At the same time, the consumer's sex, age, income, education level, The descriptive information such as monthly income level has little effect on the advertising attitude of different demands in different time distance. The results further expand the application field of interpretation level theory and make it better run through the real economy research in the future; The research on advertising appeal is supplemented from a new angle, which enriches the research content and theoretical framework of advertising appeal, and also provides the thinking guidance for the effective development of advertising marketing.
【學(xué)位授予單位】：武漢紡織大學(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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