不同广告诉求方式对儿童广告态度的影响——一项基于解释水平理论视角的研究  

The Effect of Different Advertising Appeals on Children's Attitude toward Advertising:A Study Based on the Construal Level Perspective

作　　者：刘宣文 李蕊[2] 

机构地区：[1]浙江传媒学院 [2]浙江师范大学儿童文化研究院

出　　处：《新闻与传播研究》2013年第7期111-125,128,共15页Journalism & Communication

基　　金：国家社会科学基金项目"儿童媒介识读能力和介入策略研究"(07BXW022)的研究成果

摘　　要：探讨在不同的解释水平条件下,儿童对不同广告诉求方式的广告的态度。研究包括四个2(心理距离)×2(广告诉求方式)混合实验设计,其中心理距离是被试间变量,广告诉求方式是被试内变量,广告态度是因变量。依据心理距离的四个维度(时间距离、空间距离、社会距离和概率性)划分为四个实验。研究发现:1.在远期心理距离情况下,儿童对广告产品的表征呈现出较多的抽象性思维联想;在近期心理距离情况下,儿童对广告产品的表征呈现出较多的具体性思维联想。2.儿童在较远的心理距离条件下,对理性广告的态度要显著高于对情感广告的态度;儿童在较近的心理距离条件下,对情感广告的态度显著高于对理性广告的态度。The purpose of this study is to research the effect of advertising appeal on children's attitude toward different advertisings in different psychological distances.There are four 2(psychological distance)*2(advertising appeal)mixed factorials designs.Psychological distance is between subjects,advertising appeal is inside subjects.Attitude toward advertising is a dependent variable.This part of study is divided into four experiments on the base of four psychological distances(temporal distance,spatially distant,social distance and possibility).The study finds that:(l) Children retrieve more abstracts of advertising products in a far psychological distance.Children retrieve more specifics of advertising products in a near psychological distance.(2) Children like rational advertising more than emotional advertising in a far psychological distance.They like emotional advertising more than rational advertising in a near psychological distance.

关 键 词：广告诉求方式 儿童 广告态度 解释水平理论 

分 类 号：G206-F[文化科学—传播学] F713.8[经济管理—广告]