【作者】 李启毅； 胡竹菁； 王鑫强；

【Author】 Li Qiyi;Hu Zhujing;Wang Xinqiang;School of Psychology,Jiangxi Normal University;

【机构】 江西师范大学心理学院；

【摘要】 叙事传输(Narrative Transportation)理论是Green在2000年提出的,她将叙事传输定义为沉浸入一个故事当中,这种沉浸在故事中的状态是一个"整合了注意、想象和情感的独特心理过程"。本文回顾了2000年-2013年叙事传输理论的相关研究,以该理论为基础,对叙事性公益广告的说服效果进行了如下探讨:1、公益广告(如戒烟、交通安全等宣传广告)特别适合于使用叙事(Narrative)的方式进行宣传。由于具有叙事结构,常使广告接收者自然而然的认为广告中的观点是正确的,进而接受广告中的观点。2、叙事传输是叙事性公益广告产生说服效果的关键心理机制。叙事传输是通过以下途径达到改变态度和行为的目的:1叙事传输可以有效减少故事接收者对故事观点的反驳能力,使人们更少的反驳和抵抗公益广告中的态度和行为;2叙事传输可以使故事接收者对故事人物产生强烈的喜爱和认同,这可以为态度和行为的改变提供榜样;3叙事传输可以使故事接收者对故事中发生的事件产生近乎真实的临场感,使人们对公益广告中的情形有种身临其境的感受,从而形成更加牢固而持久的态度和行为;4叙事传输可以使故事接收者体验到强烈的情感反应,因而叙事性公益广告能使人们的态度建立在认知和情感两者之上。3、影响叙事性公益广告传输效果的因素主要有故事质量、个体差异和情景因素。本研究认为,叙事传输理论可以对叙事性公益广告说服效果的心理机制提供一个有价值的理论框架。更多还原

【Abstract】 Raised by Green in 2000,the narrative transportation theory is defined as immersion into a story,which integrates attention,imagery and feelings.Based on literature review from 2000 to 2013,this article discusses the effects of narrative public service advertising as follows:1.Narrative works better for public service advertising such as the field of stop smoking and Traffic Safety etc..Because of the narrative structure,the information tends to be accepted more fluently by audiences since they will unconscious agree narrative ideas.2.Narrative transportation is the key psychological mechanism of the result of advertising persuasion.Approaches to change audiences’ attitudes and purposes are listed:1 Transportation weakens audiences’ ability to counter on stories.It can reduce the attitudes and behaviors opposite to the advertisements 2 Transportation can build strong liking and identification between audiences and characters,which can provide role models for the change of attitudes and behaviors.3 Transportation creates immersive scenes,which helps audiences form strong and persistent attitudes and behaviors.4 Transportation triggers strong emotional reactions to build the attitude from the public service advertisements on both cognition and emotion.3.Factors that impact result are narrative quality,individual differences and situational factors.In conclusion,the Narrative Transportation Theory offers a valuable theory frame for the mental mechanism on persuasion of narrative public service advertising.更多还原