文档介绍：华中科技大学
硕士学位论文
受众的卷入程度对隐喻广告效果影响的实验研究
姓名:李燕
申请学位级别:硕士
专业:传播学
指导教师:舒咏平;李贞芳
20060508
摘要
现在隐喻越来越多的用于广告,这种广告形式可以引起思考,带来乐趣,进而
增强说服效果。本文主要从受众的角度上进行分析,旨在跳出传者本位的思维模式,
将与受众有关的变量引入效果分析的模型中,采用实验研究方法来讨论受众的心理
环境与广告效果之间的关系及其相互影响,开拓一个更全面的考量广告效果的视
野。在此研究中接合相关传播理论和已有研究成果,对相关研究进行验证和补充,
更好的为广告实践提供理论的参考和支撑。
本文的研究目的就是评价广告的修辞运用所带来的广告效果。“广告卷入程度”
和“广告类型”作为两个自变量,其中广告卷入程度是调节变量。三个因变量分别
是,广告态度、品牌态度和购买意向,用来测量以直述广告为对比的广告效果。采
用直接展示的 2×2 的实验设计。用 PII 量表来测量卷入程度,其α值为。问
卷采用语义差异量表来测量,实验对象是武汉科技学院机械专业和新闻专业,共 110
名学生,有效问卷 96 份。本研究发现,1)在高卷入受众中,隐喻广告效果优于直
述广告;2)对于低卷入程度的受众广告类型的影响不显著;3)隐喻广告和直述广
告对购买意向的影响都不显著。研究结论是隐喻广告对卷入程度高的受众比较有
效,但对购买意向的影响不显著。这一结论对广告的设计者会有一定的借鉴意义。

关键词:隐喻广告卷入程度广告效果
I
Abstract
Now metaphor is used frequently in advertising. It stimulates elaboration, evokes
pleasure, which in turn lead to increased persuasion. This thesis analysis advertisement
effectiveness from the point of view of audience that introduce variable about audience
in analysis frame. This study adopt experiment to measure the effect between
psychogenic factors and advertisement effectiveness. On the basis munication
theory and the conclusion of other investigator, my objective is to validate and reinforce
those conclusion, give more theory and practice help to advertisement designer.
The objective of this study was to evaluate the effectiveness of advertising rhetoric
and trope. The “degree of advertising involvement” and “the type of advertisement”
acted as independent variable. Three dependent variable, attitude toward the
advertisement, attitude toward the brand and purchase intention, were used to measure
the response to each design, while a conventional type of advertising rhetoric was used as
comparative base. A forced-exposure experiment was conducted with a 2 X 2 design. The
PII scale was used to measure the degree of involvement, the internal consistency
value(α) is . Semantic differential scales were used in the questionnaire, and 96
effec