排序方式: 共有115条查询结果,搜索用时 31 毫秒
51.
现代广告传统文化心理的反思 总被引:2,自引:1,他引:1
中国广告要赶超西方广告有也只能先行于文化上的超越,但现代广告利用传统文化创意中出现了“庸俗”、“形式”和“隔阂”的趋势。从心理学角度看,传统文化心理主要表现意象相融的思维方式、儒道互补的情感模式、理欲并立的人格特征和灭人合一的集体无意识四个方面。现代广告只有精确把握其精神内核,才能植根于传统文化.创造出广告的文化精品。 相似文献
52.
家庭沟通模式对儿童广告态度的影响 总被引:3,自引:0,他引:3
本文以家庭沟通模式理论为基础,通过对151份来自学生及母亲的问卷调查,探讨了不同家庭沟通模式对儿童广告态度的影响,结果表明,交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子一起看电视;交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子讨论电视广告;交互型和保护型母亲对孩子看电视时间的控制要比多元型和放任型的母亲严:交互型和多元型家庭中的儿童对广告的总体态度比另两类儿童对广告的总体态度要积极。 相似文献
53.
James N. Druckman 《Political psychology》2004,25(4):577-594
A growing body of evidence suggests that campaigns affect voters by priming the criteria on which voters base their decisions. Yet virtually all of this work uses simulated campaign rhetoric and/or relies on indirect measures of vote choice. This paper combines a content analysis of media campaign coverage with an Election Day exit poll to explore the impact of a real-world campaign—the 2000 campaign for the U.S. Senate in Minnesota—on voters' decisions. In this case, the campaign did in fact prime exposed and attentive voters to base their decisions on the issues and images emphasized in the campaign. Such campaign effects were reinforced by interpersonal discussions. The results constitute the first demonstration of priming effects in a U.S. election with voters at the polls. 相似文献
54.
We argue that our research objectives in Liechty, Pieters, and Wedel (2003) are to provide generalizable insights into covert visual attention to complex, multimodal stimuli in their natural context, through inverse inference from eye-movement data. We discuss the most important issues raised by Feng (2003) and Reichle and Nelson (2003), in particular the task definition, inclusion of ad features, object-based versus space-based attention and the evidence for the where and what streams.Author names are in reverse alphabetical order. 相似文献
55.
Ulrich R. Orth T. Bettina Cornwell Jana Ohlhoff Christiane Naber 《European journal of social psychology》2017,47(3):348-361
This paper investigates how brands—through visuals—can fill a void for consumers experiencing a lack of social connection. Using psychometric measures and mock advertisements with visuals of human faces and non‐faces, Study 1 shows that seeing faces relates to greater brand liking with processing fluency mediating, and individual loneliness and tendency to anthropomorphize moderating the effect. Study 2 replicates findings with other‐race faces corroborating that fluency but not ethnic self‐referencing underlies the effect. Study 3 complements the psychometric measures of Studies 1 and 2 with eye tracking data to demonstrate that fluency correlates with distinct patterns of attention. Study 4 uses actual brand stimuli to show that effects are robust and extend beyond advertisements. Taken together, the findings show that communicating brand names in conjunction with visuals seen by consumers as human faces can increase brand liking. 相似文献
56.
57.
Trevor Norris 《Studies in Philosophy and Education》2006,25(6):457-477
This paper considers the place of education within our “consumers’ society”, beginning with Hannah Arendt’s account of the
rise of consumerism to a position of political dominance and the resulting eclipse of public life. Connections are then made
between Arendt’s account of this rise and Jean Baudrillard’s account of the postmodern proliferation of signs and the transformation
of the sign into a commodity. This radical “semiurgy” accelerates into a self-referential series of signs which entails the
loss of reality – it contributes to the disappearance of the human subjectivity behind the creation of images. I argue that
Baudrillard does not respond adequately to the dynamic that he describes so well. By contrast, Arendt’s concept of natality,
I suggest, prepares the ground for a response to the forces of commodification that colonize the educational environment and
threaten its critical possibilities. As youth and schools receive more and more attention from advertisers, students are sold
by educational institutions to commercial interests who seek unfettered access to this “captive audience”. Yet education is
profoundly compromised when youths are viewed as consumers and not as a social investment, when education is viewed merely
as an opportunity to secure a new market. 相似文献
58.
Previous research has indicated that social exclusion can result in people becoming more focused on themselves than on others, and this may reduce their likelihood of engaging in prosocial behaviour. However, the question of how to promote prosocial behaviour in people who have experienced social exclusion remains. This study comprised two experiments that address this question in the context of donation advertising. Experiment 1 examined participants’ donation intentions after experiencing social exclusion in a ball‐passing game. Experiment 2 followed the same design as Experiment 1, except that real‐life donation behaviour was measured. Consistent with prior findings, our results indicated that those who experienced social exclusion displayed lower donation intentions (Experiment 1) and donated less (Experiment 2) than did those who did not experience social exclusion. However, when those who experienced social exclusion watched advertisements that only portrayed alienated people, they showed as much donation intent as those who did not experience social exclusion (Experiment 1) and ultimately donated more (Experiment 2). These findings indicate that social exclusion may increase an individual's tendency to help others who also are alienated. 相似文献
59.
以在校大学生为被试,探讨网络语言嵌入对广告效果的影响,分别测量产品卷入度和语言态度的调节作用。结果表明:(1)对于高卷入度产品,广告中嵌入网络语言与否对广告的说服效果并无显著影响;对于低卷入度产品,广告中嵌入网络语言的广告态度和产品态度均值均高于标准汉语广告,但对购买意愿无显著影响;(2)对于低卷入度产品,在积极的网络语言态度下,嵌入网络语言组被试的广告态度、产品态度和购买意愿的均值均高于标准汉语广告;而在消极的网络语言态度下,广告中嵌入网络语言的广告态度和产品态度均值均低于标准汉语广告,但对购买意愿无显著影响。 相似文献
60.
本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现:随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。 相似文献