节约厕纸的传播个案研究：基于厦门大学的现场实验  

A Case Study of PSA on Toilet Paper Saving： Based on Field Experiment at Xiamen University

作　　者：李松[1] 陈熵珊 周国耳 谢文萍[1] 吴佳敏[1] 林升栋[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2016年第21期23-29,共7页Modern Advertising

基　　金：本文受国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响一个自下而上的脉络建构与验证”资助（编号71372076）.”

摘　　要：2014年国家开始倡导“厕所革命”，在政府积极践行免费厕纸的过程中，各地浪费厕纸的问题日渐凸显。本研究通过在厦门大学进行的为期10周的现场实验，探索节约厕纸的有效传播方案，结果发现“锚定”一个人“该用”多少厕纸的参照标准，标尺颜色采用自然、不压抑的色调，另添加“绅士、淑女”的激励标签，可节约28％的厕纸。该研究经媒体报道及社交媒体传播后，已有单位采用类似的模仿传播，本研究旨在结合理论，在实效上推动中国社会的厕纸节约。Since 2014, our country has initiated the Toilet Revolution, in which free toilet paper is available in some pilot public restrooms. However, wasting toilet roll is becoming an increasingly severe issue. Our study aims to find out effective communication to solve this problem. Through 10-week field experiments at Xiamen University, we found that anchoring a standard as a reference about the reasonable usage, using lively colors and spiritual motivations together helped to reduce a mean usage of 28% of paper per week. The result was reported by mass media, and then was delivered among social media. Some institutions began to copy this design. This paper tries to contribute practically to toilet paper saving in China on basis of theories.

关 键 词：锚定 激励 厕纸 节约 

分 类 号：G212[文化科学—新闻学]