【摘要】 本文采取了案例研究方法,以佳仙火锅调料广告事件中所表现出来的消费者对其广告的态度与其实际购买行为的背离为例,探讨了消费者行为与其对产品广告态度的背离的原因,并从中提出了对某些特定情形下,俗广告长期存在的原因和理由。更多还原

【Abstract】 Through the method of case study, this thesis take the crisis of Jia Xian hot pot Spices for example, discusses the reason why customers’ attitude towards the vulgar advertisement deviate from their realistic buying activity, and put forward the reason why vulgar advertisement will exist in a long time.更多还原