【摘要】 本研究借助三个实验,从广告的记忆效果、广告偏好度以及对代言产品的购买意愿三个方面来研究电视广告中儿童代言角色成人化的效果。实验结果显示:儿童代言的电视广告中,儿童角色成人化程度越高,消费者对广告的记忆效果就越强;但是,儿童角色成人化程度越高,消费者对广告的偏好度越低,消费者购买商品的意愿也越低。更多还原

【Abstract】 This study uses three experiments to study the effect of memory effect of advertising,advertising preference and purchase intention of the product. The results show that the higher the degree of adultification,the higher the advertising memory effect,the higher the degree of advertising,the higher the degree of advertising,and the lower the degree of advertising.更多还原