代入感对受众植入式广告认知的影响  

Impact of immersion toward audience cognition by product-placement advertising

作　　者：尹志强[1] 曾一帆[2] 

机构地区：[1]华中科技大学新闻与信息传播学院广告系 [2]华中科技大学新闻与信息传播学院

出　　处：《广告大观（理论版）》2014年第5期47-51,共5页Journal of Advertising Study

摘　　要：由于植入式广告"润物细无声"的作用而受到广告主的欢迎,但是并非所有的植入式广告都能取得良好的效果。影响植入式广告效果的因素有很多,包括品牌的知名度、美誉度等,此外还有—个重要因素即代入感,即我们所讲的身临其境的程度。本研究通过准实验的方法,进行高代入情境与低代入情境的比较,发现二者具备相关关系且可以用一元线性回归方程表达,并且代入感影响了受众对植入式广告认知多个测量指标。通过进—步的分析还发现,高代入感组对植入式广告品牌的主观评价更高,与低代入感组有显著差异,而低代入感组则对植入式广告的客观认知上更为准确。Because of the existence of the role of moistens everything silently,it was welcomed by advertisers,but not all product placement can obtain good effect.There are many factors that can influence the effect of implantable advertising,including brand awareness,reputation,etc.There is also one important factor that is the immersion that we speak of immersive degree.In this study,by using the method of quasi experimental that compared high immersion situation with the low one,we found that although different immersion degree does not directly affect the audience’s cognitive advertisement,but the cable sexual relationships,and immersion degree influenced the audience to product placement cognitive multiple measurements.In further research we also found that the subjective evaluation of high involvement group to implantable advertising brand is higher,which is significant different,while the low involvement group on the objective cognition of implantable advertising is more accurate.

关 键 词：代入感 植入式广告认知 

分 类 号：F713.8[经济管理—广告]