基于語碼轉(zhuǎn)換理論的網(wǎng)絡(luò)語言廣告效果研究
發(fā)布時間：2018-08-28 19:04
【摘要】：隨著社會經(jīng)濟的發(fā)展,網(wǎng)絡(luò)語言的使用滲透到交際行為、語言方式和社會心理等各個方面,企業(yè)的對外宣傳紛紛采用網(wǎng)絡(luò)語言,以期達到良好的廣告效果。目前網(wǎng)絡(luò)語言多集中在語言學(xué)層面的研究,對于網(wǎng)絡(luò)語言的廣告效果缺乏實證支持。另一方面從語碼轉(zhuǎn)換角度,多在雙語、標(biāo)準(zhǔn)語方言之間切換,對于標(biāo)準(zhǔn)語言和網(wǎng)絡(luò)語言之間的語碼轉(zhuǎn)換沒有涉及。因此,基于語碼轉(zhuǎn)換理論,研究不同嵌入形式的廣告語言對廣告效果的影響很有必要。本研究加入產(chǎn)品品類和訴求方式為調(diào)節(jié)變量,采取實驗法和眼動設(shè)備,通過對不同嵌入形式的廣告語言進行控制,研究其對廣告注意、品牌認知和產(chǎn)品評價的影響,深入分析不同產(chǎn)品品類和不同訴求方式下,怎樣嵌入網(wǎng)絡(luò)語言能達到良好的廣告效果。研究分為兩個實驗,實驗一探索不同廣告語言類型對廣告注意的影響,以產(chǎn)品品類和廣告訴求為調(diào)節(jié)變量。采用3(廣告語言類型:標(biāo)準(zhǔn)語言vs.網(wǎng)絡(luò)語言中嵌入標(biāo)準(zhǔn)語言vs.標(biāo)準(zhǔn)語言中嵌入網(wǎng)絡(luò)語言)×2(產(chǎn)品品類:必需品vs.奢侈品;訴求方式:感性訴求vs.理性訴求)組間實驗設(shè)計。結(jié)果表明:嵌入網(wǎng)絡(luò)語言能獲取更多的廣告注意;奢侈品條件下,廣告中使用嵌入網(wǎng)絡(luò)語言廣告能獲得更多的廣告注意;必需品條件下,三種不同的廣告語言類型差距不明顯;感性訴求條件下,廣告中使用嵌入網(wǎng)絡(luò)語言廣告能吸引更多的廣告注意;理性訴求條件下,三種不同的廣告語言類型差距不明顯。實驗二實驗設(shè)計同實驗一,研究不同廣告語言類型對產(chǎn)品評價和品牌認知的影響。結(jié)果表明:必需品和奢侈品條件下,廣告中使用嵌入網(wǎng)絡(luò)語言廣告能取得更積極的廣告態(tài)度;感性訴求條件下,廣告中使用嵌入網(wǎng)絡(luò)語言廣告能取得更積極的廣告態(tài)度;理性訴求條件下,廣告語言類型對廣告態(tài)度并無顯著影響。這些結(jié)果對今后不同嵌入形式的廣告語言在廣告中的運用、不同的產(chǎn)品品類和訴求方式條件下廣告的使用提供了一定的參考和依據(jù)。
[Abstract]:With the development of social economy, the use of network language permeates into the communicative behavior, language style and social psychology, and so on. At present, most of the online languages focus on the linguistic level, and lack of empirical support for the advertising effect of the online language. On the other hand, from the point of view of code-switching, most of them are bilingual and switching between standard dialects, which is not involved in code-switching between standard language and network language. Therefore, it is necessary to study the influence of different embedded forms of advertising language on advertising effect based on code-switching theory. In this study, product categories and appeal methods are added as adjusting variables, and experimental methods and eye movement devices are adopted to study the effects of different embedded forms of advertising language on advertising attention, brand recognition and product evaluation. How to embed network language can achieve good advertising effect under different product categories and different appeal ways. The study is divided into two experiments. Experiment one is to explore the effects of different advertising language types on advertising attention, with product categories and advertising demands as the adjustment variables. Adoption 3 (Advertising language Type: standard language vs. Embedded Standard language vs. in Network language Standard language embedded in Network language 脳 2 (Product Category: essential vs. Luxury goods; style of appeal: sensual appeal to vs. Rational appeal) intergroup experimental design. The results show that embedding network language can gain more advertising attention, using embedded network language advertisement can gain more advertising attention under luxury goods condition, and under the condition of necessities, the difference of three different advertising language types is not obvious. Under the condition of perceptual appeal, the use of embedded network language in advertising can attract more advertising attention; under the condition of rational appeal, the gap between the three different advertising language types is not obvious. Experiment two is the same design as experiment one. The effects of different advertising language types on product evaluation and brand cognition are studied. The results show that under the conditions of necessities and luxury goods, the use of embedded network language in advertising can achieve a more positive advertising attitude, and under the condition of perceptual appeal, the use of embedded network language in advertising can achieve a more positive advertising attitude. Under the condition of rational appeal, the type of advertising language has no significant influence on advertising attitude. These results provide a certain reference and basis for the application of different embedded forms of advertising language in advertising, the use of advertising under different product categories and appeal methods.
【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
本文編號：2210323
[Abstract]:With the development of social economy, the use of network language permeates into the communicative behavior, language style and social psychology, and so on. At present, most of the online languages focus on the linguistic level, and lack of empirical support for the advertising effect of the online language. On the other hand, from the point of view of code-switching, most of them are bilingual and switching between standard dialects, which is not involved in code-switching between standard language and network language. Therefore, it is necessary to study the influence of different embedded forms of advertising language on advertising effect based on code-switching theory. In this study, product categories and appeal methods are added as adjusting variables, and experimental methods and eye movement devices are adopted to study the effects of different embedded forms of advertising language on advertising attention, brand recognition and product evaluation. How to embed network language can achieve good advertising effect under different product categories and different appeal ways. The study is divided into two experiments. Experiment one is to explore the effects of different advertising language types on advertising attention, with product categories and advertising demands as the adjustment variables. Adoption 3 (Advertising language Type: standard language vs. Embedded Standard language vs. in Network language Standard language embedded in Network language 脳 2 (Product Category: essential vs. Luxury goods; style of appeal: sensual appeal to vs. Rational appeal) intergroup experimental design. The results show that embedding network language can gain more advertising attention, using embedded network language advertisement can gain more advertising attention under luxury goods condition, and under the condition of necessities, the difference of three different advertising language types is not obvious. Under the condition of perceptual appeal, the use of embedded network language in advertising can attract more advertising attention; under the condition of rational appeal, the gap between the three different advertising language types is not obvious. Experiment two is the same design as experiment one. The effects of different advertising language types on product evaluation and brand cognition are studied. The results show that under the conditions of necessities and luxury goods, the use of embedded network language in advertising can achieve a more positive advertising attitude, and under the condition of perceptual appeal, the use of embedded network language in advertising can achieve a more positive advertising attitude. Under the condition of rational appeal, the type of advertising language has no significant influence on advertising attitude. These results provide a certain reference and basis for the application of different embedded forms of advertising language in advertising, the use of advertising under different product categories and appeal methods.
【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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