【作者】 张霞； 江波；

【Author】 Zhang Xia Jiang Bo Education School of Soochow University,suzhou industrial yuanqu wenjing road,215123,

【机构】 苏州大学教育学院；

【摘要】 随着市场竞争的日趋激烈,性诉求在所有广告中所占比率越来越高,性信息的表达也越来越丰富、外显。性诉求在吸引受众方面可能比较有用,但是也可能会妨碍受众对与产品相关的信息的记忆。因此本研究探讨了不同性诉求程度的平面广告在不同产品信息水平背景下给消费者带来的认知、情感、购买倾向三个维度上的心理效果的差异。被试为苏州大学126名本科生,通过问卷法收集每一被试观看六幅不同实验处理的香水平面广告后的心理效果的数据,广告心理效果测量问卷是以国内外性诉求广告相关理论和心理效果测评模型为基础自编而成,通过熵权模糊综合评价的原理进行数据处理,以求得较为符合实际的广告综合心理效果。通过研究及相关讨论表明:性诉求在吸引受众对广告的注意力方面的确有其优势,当广告中的性诉求内容较为含蓄时,受众对性信息的情感体验也有可能转移到产品中去,产生相应的购买意向。更多还原

【Abstract】 Accompany with more and more drastic market competing,sexual appeals in the share of all advertising has been increasing,meanwhile,more and more rich and explicit in the expression of information.Sexual appeal to attract audiences may be useful,but may prevent the audience from remembering the products’ information.Therefore,the study intends to investigate the sexual demands of different levels of print advertises in the context of different levels of product information to consumers in the cognitive,emotional,tend to buy which are three dimensions of the psychological effects of differences. Subjects were 126 undergraduate students of Suchow University,collecting psychological effects of data by questionnaire in which every subject watched six different experimental treatment of perfume print advertises.Questionnaire measuring advertises psychological effects are based on the theory of sexual appeals advertises at domestic and abroad and advertising evaluation model based on psychological effects of self made.By entropy weight and fuzzy synthetic evaluation of the principle of data processing, achieve more realistic in psychological effects of advertising. Through research and related discussions are as follows:Sexual appeals in advertises does have its advantages in which attract the attention of the audience.When advertises is more subtle sexual appeal of the content,the audience’s emotional experience of sexual information may also be transferred to the products to produce corresponding purchase intention.更多还原