【摘要】： 現(xiàn)在隱喻越來越多的用于廣告,這種廣告形式可以引起思考,帶來樂趣,進(jìn)而增強(qiáng)說服效果。本文主要從受眾的角度上進(jìn)行分析,旨在跳出傳者本位的思維模式,將與受眾有關(guān)的變量引入效果分析的模型中,采用實(shí)驗(yàn)研究方法來討論受眾的心理環(huán)境與廣告效果之間的關(guān)系及其相互影響,開拓一個(gè)更全面的考量廣告效果的視野。在此研究中接合相關(guān)傳播理論和已有研究成果,對(duì)相關(guān)研究進(jìn)行驗(yàn)證和補(bǔ)充,更好的為廣告實(shí)踐提供理論的參考和支撐。 本文的研究目的就是評(píng)價(jià)廣告的修辭運(yùn)用所帶來的廣告效果�！皬V告卷入程度”和“廣告類型”作為兩個(gè)自變量,其中廣告卷入程度是調(diào)節(jié)變量。三個(gè)因變量分別是,廣告態(tài)度、品牌態(tài)度和購買意向,用來測(cè)量以直述廣告為對(duì)比的廣告效果。采用直接展示的2×2的實(shí)驗(yàn)設(shè)計(jì)。用PII量表來測(cè)量卷入程度,其α值為0.928。問卷采用語義差異量表來測(cè)量,實(shí)驗(yàn)對(duì)象是武漢科技學(xué)院機(jī)械專業(yè)和新聞專業(yè),共110名學(xué)生,有效問卷96份。本研究發(fā)現(xiàn),1)在高卷入受眾中,隱喻廣告效果優(yōu)于直述廣告;2)對(duì)于低卷入程度的受眾廣告類型的影響不顯著;3)隱喻廣告和直述廣告對(duì)購買意向的影響都不顯著。研究結(jié)論是隱喻廣告對(duì)卷入程度高的受眾比較有效,但對(duì)購買意向的影響不顯著。這一結(jié)論對(duì)廣告的設(shè)計(jì)者會(huì)有一定的借鑒意義。
[Abstract]:Metaphors are now more and more used in advertising, a form of advertising that causes thought, brings fun, and enhances persuasion. This article mainly from the audience angle carries on the analysis, the aim is to jump out of the transmission standard thinking mode, will be related to the audience variables into the effect analysis of the model, This paper discusses the relationship between the audience's psychological environment and advertising effect and their mutual influence by means of experimental research, so as to open up a more comprehensive field of view to consider the advertising effect. In this study, we combine the related communication theory with the existing research results, verify and supplement the related research, and better provide theoretical reference and support for advertising practice. The purpose of this paper is to evaluate the advertising effect brought by the rhetorical application of advertising. "Advertising involvement degree" and "Advertising Type" are two independent variables, in which Advertising involvement degree is a regulating variable. Three dependent variables, advertising attitude, brand attitude and purchase intention, are used to measure advertising effects compared with direct advertising. The 2 脳 2 experimental design with direct display is adopted. PII scale was used to measure the degree of involvement, its 偽 value was 0.928. The questionnaire was measured with semantic difference scale. The subjects were mechanical major and journalism major of Wuhan University of Science and Technology. There were 110 students and 96 valid questionnaires. The results show that: (1) the effect of metaphorical advertising is better than that of direct advertising among the highly involved audience; (2) the effect of metaphorical advertising is not significant on the type of audience advertising of low involvement; and (3) the effect of metaphorical advertising and direct advertising on purchase intention is not significant. The conclusion of this study is that metaphorical advertising is more effective for the highly involved audience, but has no significant effect on the purchase intention. This conclusion can be used for reference to the designers of advertising.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F713.8

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