“亲密”抑或“声望”:空间距离隐喻对广告态度的影响  

"Intimacy"or"Reputation":The Influence of Spatial Distance Metaphor on Advertising Attitude

作　　者：宣长春[1] XUAN Chang-chun

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻大学》2024年第2期71-86,119,120,共18页Journalism Research

基　　金：国家社科基金青年项目“基于计算方法的社交媒体广告社会效果与综合治理研究”(21CXW015)。

摘　　要：空间距离深刻影响消费者心理及广告效果评价。研究聚焦于不同空间距离影响消费者产品态度的具体作用机制。通过2个探索性实验和1个正式实验,研究发现亲密感和声望感会中介空间距离对产品态度的影响,通过产品类型(拟人化vs.非拟人化)这一调节变量的引入,研究廓清了不同中介机制发挥作用的边界条件。具体而言,面对拟人化产品时,近距离的产品视觉呈现会提高消费者的亲密感,进而提高产品态度;面对非拟人化产品时,远距离的产品视觉呈现会提高消费者的声望感,进而提高产品态度。As an essential part of advertising visual cues,spatial distance has a profound impact on both consumer psychology and advertising effect evaluation.This study focuses on the visual spatial distance between advertising products and consumers,and explores the specific mechanism of different spatial distance affecting consumers'product attitudes.Through two exploratory experiments and one formal experiment,this study finds that intimacy and reputation mediates the influence of spatial distance on product attitudes.With the introduction of the moderating variable of product type(anthropomorphic vs.non-anthropomorphic),this study has clarified the boundary conditions under which different mediating mechanisms function.Specifically,when faced with anthropomorphic products,the close visual presentation of the product will prime the consumer's sense of intimacy,and then improve their product attitude;While facing non-anthropomorphic products,the visual presentation of products from a distance will activate the consumer's sense of reputation,which in turn will enhance their product attitude.The research results provide a new perspective for advertising effectiveness research and strategic guidance for advertising practice.

关 键 词：空间距离 空间隐喻 广告效果 实验法 

分 类 号：G206[文化科学—传播学]