名人广告可信度实证研究  

A Positive Research on the Effectiveness of Celebrity Advertising

作　　者：许衍凤[1] 李彬彬[1] 

机构地区：[1]江南大学设计学院,江苏无锡214064

出　　处：《桂林电子工业学院学报》2004年第3期75-78,共4页Journal of Guilin Institute of Electronic Technology

基　　金：江苏省哲学社会科学研究十五规划项目 ( N-5 8)

摘　　要：随着广告业的飞速发展 ,名人广告愈来愈红火 ,然而对名人广告的说法却褒贬不一 ,通过运用德菲尔法和问卷调查法对 TCL 手机影视广告 (新形象篇 )的广告心理效果进行了实证研究 ,探讨了如何从实际出发、理智、科学、充分地提高名人广告之可信度。并运用 spss11.0对广告受众的即时态度指数进行统计分析以检验对名人广告的可信度。分析结果表明 ,名人广告要达到好的效果就要处理好名人与所宣传的物品之间的关系 ,既要处理好名人与物品之间联系的紧密性 ,亦不能过分突出名人以免造成喧宾夺主。The development of advertising brings the overflowing of the celebrity advertising.There are all kinds of remarks on it.Through the positive research on the TCL's TV advertising,the research team analyses the advantages and disadvantages of celebrity advertising to find out the way to take a full advantage of celebrity advertising.The research shows that to achieve perfect effectiveness,celebrity advertising must deal the relationship between celebrity and products well.That is to say,celebrity should have a close relationship with the advertised products on one hand,and should not be emphasized too much on the other hand.

关 键 词：名人广告 广告受众 态度指数 实证研究 

分 类 号：J524.3[艺术—艺术设计]