生造字广告传播效果研究  

The Effect of Exposure to the Creating Characters Advertising

作　　者：林升栋 斯柯 赵广平[3] LIN Sheng-dong;SI Ke;ZHAO Guang-ping

机构地区：[1]中国人民大学广告与传媒经济系,北京100872 [2]厦门大学新闻传播学院,福建厦门361005 [3]闽南师范大学心理系,福建漳州363000

出　　处：《新闻大学》2021年第7期60-75,121,共17页Journalism Research

基　　金：中国人民大学马克思主义新闻观研究中心科研项目“人工智能时代新媒体广告发展趋势:概念、载具、受众与新形态研究”(MXG202006)。

摘　　要：文字本身即创意来源。生造字广告是广告人员创造出的生字,通常用汉字或其偏旁部首混排,是一种以汉字构造为创意手段的广告。已往文献大多从设计角度研究文字创意,本文试图从受众的角度,以生造字广告为具体材料研究其传播效果。先从面上对现有生造字的构造法进行分析和归纳,并提出实证研究的假设。接着采用受众眼动测量研究生造字广告传播效果中的"注意"问题。最后落实到一个具体的广告案例中,通过被试内实验问卷进一步探究广告传播效果中的"兴趣""评价"和"记忆"问题。研究发现:广告生造字多为会意字;作为音、形、意三位一体的综合,最终能应目、会心、畅神的生造字广告效果最佳;兼具语言文字特征和视觉图形特征的生造字效果优于较为单纯依赖语言文字特征的广告设计。Chinese character is a source of creativity.The creating characters advertising is a kind of advertising in which advertising staff creates new characters by mixing the old ones or their parts together.It is a creative strategy using the construction of Chinese characters.Previous literature studied the creativity of characters mostly from the perspective of designing.However,this paper tries to use the creating characters advertising as stimulus to study the effect of exposure.Firstly,we summarized the construction methods based on the structural analysis of Chinese characters,and provided hypotheses for further empirical studies;then,we used eyeball tracking technique to study AD attention;finally,we used a specific case to study the AD interest,evaluation and memory with intra-subject experimental design.We found that the creating characters advertising were mostly in an idiographic manner.As an integration of pronunciation,figure and meaning,those new characters perceived aesthetically by eyes,heart and mind,had the best results.The pattern with both character feature and graph feature was better than that with mere character feature.

关 键 词：生造字 文字 图形 

分 类 号：HO8[文化科学] G02