广告景别呈现方式会影响广告态度吗——基于整体优先原则的实证研究  

Does the Presentation of advertising Shot Affect Advertising Attitude?An Empirical Study Based on the Global Precedence Principle

作　　者：王娅 李江 马晨雅 蒋玉石[3] Ya Wang;Jiang Li;Chenya Ma;Yushi Jiang(School of Management and Economics,Beijing Institute of Technology;Business School,Henan University of Engineering;School of Economics and Management,Southwest Jiaotong University)

机构地区：[1]北京理工大学管理与经济学院 [2]河南工程学院 [3]西南交通大学经济管理学院

出　　处：《南开管理评论》2024年第1期158-167,I0029,I0030,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72172129);国家社会科学基金项目(20BSH103);教育部人文社会科学研究项目(21YJA63003)资助。

摘　　要：随着数字经济时代的到来,企业间竞争愈发激烈,广告成为了企业争夺和占有市场的重要手段。如何有效地利用有限的广告位资源,成为了企业不容忽视的关键问题。本研究基于整体优先原则,从信息加工流畅性视角出发,探究了广告景别呈现方式对广告态度的影响。研究结果表明,相较于近景系列广告,全景系列广告会使消费者的广告态度更积极,信息加工流畅性在该影响过程中起中介作用。消费者思维模式调节了广告景别呈现方式对信息加工流畅性和广告态度的影响,当消费者处于整体(局部)加工思维模式下,相较于近景(全景)系列广告,全景(近景)系列广告使消费者信息加工更加流畅,广告态度更积极。本研究丰富了视觉线索在营销领域中的应用,研究结论对于企业制定和选择广告策略具有一定的实践意义。With the onset of the“digital economy”era,competition among enterprises has intensified,rendering advertising an indispensable tool for companies to vie for and seize market share.However,influenced by myriad real-world factors,whether online popup ads or offline mall advertisements,the advertising space available to enterprises remains constrained.Enterprises must captivate consumers’attention and cultivate their favor through product advertising.In advertising design,different shots can evoke unique artistic effects in spatial range and visual style.Consequently,when confronted with limited advertising space resources,enterprises must consider whether to employ close-up series or long shot series advertisements to articulate the features and ambiance of their products.Advertising attitude denotes viewers’immediate emotional response post-viewing,serving as a pivotal gauge of advertising effectiveness.Nevertheless,scant research has investigated the impact of different advertising shots presentation ways on consumer attitudes,underscoring the need for further exploration of underlying mechanisms.Particularly,extant research has yet to elucidate the efficacy of advertising shot presentation ways among consumers with distinct cognitive styles.In the realm of advertising communication,the manner in which information is presented can significantly impact consumer cognition.Shots,serving as conduits for visual spatial distance within advertising creativity,have gained increasing recognition.Closeup series shots are characterized by shorter spatial distances,smaller visual scopes,and fewer visual elements,while long shot series shots feature longer spatial distances,larger visual scopes,and more visual elements.Adopting the global precedence principle,this study delves into the main effect of advertising shot presentation ways on advertising attitudes,while also examining the potential mediating role of information processing fluency.Moreover,in light of the influence of consumer cognitive styles,an interactiv

关 键 词：广告态度 广告景别呈现方式 消费者思维模式 信息加工流畅性 整体优先原则 

分 类 号：F27[经济管理—企业管理]