比较广告传播的作用机制及影响因素

比较广告是一种新异但颇具争议的广告形式。研究者们对比较广告的概念和传播效果已有较为统一的认识,新近研究的重点是比较广告传播的作用机制及影响其传播效果的因素。文章从比较广告的传播效果、传播机制和影响因素三方面进行了系统的考察,提出现有研究在机制探讨和影响因素控制上的一些不足,并展望了研究亚文化下比较广告的方向     

The Theory of Emotions in Marketing

To determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing accounts for emotions are reviewed. The characteristics of emotions in marketing are specified and compared with the characteristics of emotions as seen by psychology. The article ends with four theoretical proposals on directions for future development of a theory of emotions in marketing.     

广告的加工时间和注意水平对消费者信息加工模式的影响

本研究通过直接测量、间接测量和加工分离程序这几种测量方法检验了消费者对广告品牌名称的外显记忆和内隐记忆,并考察了各种测量方法对注意水平和信息加工时间的敏感性。结果发现：(1)分散注意条件下,再认成绩降低,而名牌判断任务的成绩没有差异;控制性加工减少,而自动化加工在各种注意水平下变化不大;(2)广告刺激呈现时间的减少降低了控制性的加工;(3)PDP可以分离广告的控制性加工和自动化加工。     

Just a joke. Psychogenesis of humor in alcohol advertisements

This article asks what psychic functions humorous alcohol advertisements employ and how they are connected to the wider cultural meanings of alcohol. The material comprises 27 advertisements televised in Europe in 2013. The material is primarily examined using Freud’s ideas regarding the psychogenesis of jokes. Freud’s conceptions of humor provide in-depth point of views to understand how the advertisements address the viewer’s mind. We recognized three psychic processes: the pleasure of nonsense, recognition of the familiar, and liquidation of criticism. We argue that these are essential psychic activities which characterize the more or less unconscious functioning and content of humorous alcohol advertisements. The article suggests that the humorous strategies recall the infantile pleasure connected to playing with language. The humor in alcohol advertisements may also liquidate the critical attitudes toward drinking, enforce the process of denial of addiction and prohibit the reality-based reflection of alcohol use.     

网络广告的心理传播效果及其理论探讨

网络广告现已得到众多商家的重视与青睐。研究发现, 网络广告的心理传播效果明显受到广告自身特点(如网络广告的形式、互动性、情感元素、产品类型)、受众状态(如受众的期待、卷入度、先前经验、性别)、以及网络环境等因素的影响。学者们利用修正的精细加工可能性模型、互动广告模型、网络广告心理效果模型等对该类广告效应进行理论解释。但现有研究也依然存在一些问题, 如影响因素有待拓展、研究方法有待创新、因变量指标有待规范、理论总结不力等。     

Comparisons and advertising: the route from comparisons to effective advertising

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

A threat to Canadian national security: a lesbian soldier’s story

Before 1992, lesbians and gay soldiers were purged and discharged from the Canadian military for “reasons of homosexuality.” Those caught or suspected of homosexuality were subject to lengthy, humiliating, and degrading interrogations. This short story sheds light on this painful past. It is based on findings of a nationally funded pan-Canadian longitudinal study examining how Canadian military policies and practices influenced the lives of lesbian, gay, bisexual, and transgender soldiers and their partners. In total, 126 people were interviewed. While in the military, countless soldiers were investigated, numerous interrogated, many lost their careers, some committed suicide and others survived. Personal details have been changed to ensure the anonymity of the people, but it is their voices that tell this story. An official state apology was delivered November 28, 2017. Due to an impending class action court case, an agreement for compensation was also reached. Compensation and memorials will be forthcoming to those who were affected by the LGBTQI2+ purge campaign. To this day, no evidence exits that these soldiers were “ever” a threat to national security.     

The Challenge of Being a Challenger: Social Dominance Orientation Shapes the Impact of “Challenger vs. Leader” Comparisons

The current research investigates when and how comparative advertising effectiveness is shaped by social dominance orientation (SDO), that is, the degree to which one desires to maintain the status quo in social hierarchies. We examine these issues with regard to “challenger vs. leader” comparisons that seek to change the relative standing of competitors in a product category by documenting the superiority of challenger brands over market leaders. Findings demonstrate that the resistance to change characterizing high (vs. low) SDO individuals makes them respond (1) less favorably to “challenger vs. leader” comparisons that seek to alter the existing category hierarchy and (2) more favorably to “leader vs. challenger” comparisons that preserve this status quo in the category hierarchy. The theoretical implications of these findings are discussed, as are avenues for future research.     

Implicit and explicit evaluations of a mass media physical activity campaign: Does everything get better?

The purpose of this research was to evaluate a population level mass media campaign using implicit (i.e., automatic) and explicit (i.e., non-automatic) measures of evaluations and to determine if discrepant or summed evaluations were associated with endorsing campaign objectives: that physical activity can improve relationship-related, mind-related, or body-related outcomes. Participants (N = 1600) completed an online survey which included a single-category implicit association task that measured more automatic or implicit evaluative responses of images from the campaign. The survey also included questions assessing prompted awareness of the campaign, explicitly measured evaluations of the advertisements, and evaluations of whether participating in physical activity makes one’s relationships, mind, or body better. Results showed participants who rated the advertisements as more appealing exhibited more positive implicit evaluations of the campaign. Evaluating the ads as offensive was negatively related to explicit evaluations of whether physical activity makes relationships, mind, or body better; past behaviour and sum and discrepancy scores were positively related to endorsing relationship, mind, and body outcomes. By including implicit evaluation of a playful and creative campaign designed to influence perceptions of what physical activity can make better, this research highlighted that campaign creators should carefully consider what to include. Discrepant evaluations may indicate benefits that could be highlighted because evaluation of them is more amenable to change. Based on current findings, one possible focus of such campaigns may be the relationship-related benefits of PA.