本文選題：敘事廣告　切入點(diǎn)：情感共鳴　出處：《科技傳播》2014年20期

【摘要】：本研究參照敘事程度測(cè)量、情感共鳴、廣告態(tài)度、品牌態(tài)度的測(cè)量模型與指標(biāo)體系以設(shè)計(jì)實(shí)驗(yàn)與問(wèn)卷調(diào)查并獲得數(shù)據(jù),通過(guò)將敘事廣告效果模型作為分析框架,進(jìn)而檢驗(yàn)敘事廣告的情感共鳴效果�；趨f(xié)方差結(jié)構(gòu)分析方法 ,本研究驗(yàn)證了廣告敘事程度、感情認(rèn)知、感情移入、廣告態(tài)度、品牌態(tài)度這一影響鏈條的關(guān)系路徑。其中,廣告敘事程度對(duì)感情認(rèn)知呈現(xiàn)高度影響;廣告態(tài)度對(duì)品牌態(tài)度呈現(xiàn)中度影響�？梢源_定,情感共鳴是影響受眾廣告評(píng)價(jià)的因素之一。受眾對(duì)廣告的敘事程度進(jìn)行判斷后,產(chǎn)生情感共鳴,進(jìn)而對(duì)廣告中涉及的產(chǎn)品和服務(wù)進(jìn)行評(píng)價(jià)�？梢哉J(rèn)為,敘事廣告能夠喚起受眾的情感共鳴,進(jìn)而產(chǎn)生正向的廣告態(tài)度與品牌態(tài)度。
[Abstract]:According to the measurement model and index system of narrative degree measurement, emotional resonance, advertising attitude, brand attitude, this study designed experiments and questionnaires and obtained data, and took narrative advertising effect model as the analysis frame.Then the emotional resonance effect of narrative advertising is tested.Based on the method of covariance structure analysis, this study verifies the relationship between advertising narrative degree, emotional cognition, emotional transfer, advertising attitude and brand attitude.Among them, the degree of advertising narrative has a high impact on emotional cognition, and advertising attitude has a moderate impact on brand attitude.It can be confirmed that emotional resonance is one of the factors that affect the evaluation of advertising.After judging the narrative degree of advertising, the audience has emotional resonance, and then evaluates the products and services involved in advertising.It can be considered that narrative advertising can arouse the emotional resonance of the audience, and then produce positive advertising attitude and brand attitude.
【作者單位】： 中國(guó)人民大學(xué)新聞學(xué)院;
【分類(lèi)號(hào)】：F713.8

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1 張洋;;性別差異對(duì)敘事廣告情感共鳴效果的影響研究[A];中華新聞傳播學(xué)術(shù)聯(lián)盟第六屆研究生學(xué)術(shù)研討會(huì)論文集[C];2014年

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本文編號(hào)：1716089