本文選題：名人廣告 + 名人產(chǎn)品一致性��； 參考：《杭州師范大學(xué)》2012年碩士論文

【摘要】：當(dāng)今社會(huì)市場競爭激烈,商家經(jīng)常不惜花巨資邀請名人為其產(chǎn)品做廣告代言。有些名人廣告的確起到了好的廣告效果，為企業(yè)帶來了豐厚的利潤；而有些名人廣告卻反響平平甚至出現(xiàn)反作用,企業(yè)為此蒙受巨大損失。我們不禁要思考,商家在推出廣告時(shí),是否需要名人代言呢?如果使用名人代言廣告,怎樣才能達(dá)到預(yù)期的效果?國內(nèi)外的研究者針對這些問題做了大量的研究,在制約名人廣告的影響因素等問題已經(jīng)形成初步的共識(shí)。 可就目前已有文獻(xiàn)看,許多關(guān)鍵的問題還涉足未深。廣告是注重目標(biāo)受眾群體的傳播形式,廣告受眾分類的多樣性是影響廣告效果的重要因素。然而卻極少有人根據(jù)廣告不同受眾來分類深入研究廣告效果。隨著眼動(dòng)技術(shù)的逐漸成熟.眼動(dòng)分析法被譽(yù)為廣告研究的最佳手段之一。但自從20世紀(jì)初眼動(dòng)技術(shù)得以運(yùn)用以來,利用眼動(dòng)儀研究廣告效果的文獻(xiàn)卻少之又少。 本研究結(jié)合前人研究成果,探討在名人代言人不同信息條件下廣告效果的差異,并且按照認(rèn)知需求這一消費(fèi)人格來劃分大學(xué)生被試群體,同時(shí)運(yùn)用眼動(dòng)分析法和主觀評定法相結(jié)合的方式,力求更準(zhǔn)確地測量廣告效果,對名人廣告中名人效應(yīng)、名人產(chǎn)品匹配程度、名人道德聲譽(yù)評價(jià)等相關(guān)問題做了進(jìn)一步研究。具體來說,本研究含有三個(gè)研究：研究一、探討了名人在廣告中的作用。研究隨機(jī)選取杭州師范大學(xué)大學(xué)生被試40名，，采用單因素實(shí)驗(yàn)設(shè)計(jì)以廣告源為自變量,對廣告效果進(jìn)行測量。結(jié)果顯示名人的使用的確能增強(qiáng)廣告的效果。研究二、探討不同認(rèn)知需求的個(gè)體對名人產(chǎn)品匹配性不同的情況下對廣告效果的評價(jià)。研究選取預(yù)實(shí)驗(yàn)篩選的大學(xué)生被試40名,采用2(名人產(chǎn)品一致性)×2(認(rèn)知需求)混合設(shè)計(jì),對廣告效果進(jìn)行測量。結(jié)果顯示名人和產(chǎn)品一致的廣告效果要優(yōu)于不一致的廣告效果；相對低認(rèn)知需求的被試,高認(rèn)知需求的被試認(rèn)為一致時(shí),廣告效果更好.不一致時(shí)更差。研究三、探討了不同認(rèn)知需求的個(gè)體對名人道德聲譽(yù)好壞不同情況下對廣告效果的評價(jià)。研究同樣選取預(yù)實(shí)驗(yàn)篩選的認(rèn)知需求分類的大學(xué)生被試40名,采用2(名人道德聲譽(yù))×2(認(rèn)知需求)混合設(shè)計(jì),對廣告效果進(jìn)行測量。結(jié)果顯示名人道德聲譽(yù)的好壞對認(rèn)知需求高的個(gè)體沒有顯著影響；而對于認(rèn)知需求低的個(gè)體,當(dāng)名人道德評價(jià)好的時(shí),認(rèn)為廣告效果好,評價(jià)低時(shí)認(rèn)為廣告效果差。 最后根據(jù)研究的結(jié)論,相應(yīng)地為商家提出一些在選擇名人廣告時(shí)可供參考的建議,并且提出了本研究的不足以及未來研究的方向。
[Abstract]:In today's competitive market, businesses often spend a lot of money inviting celebrities to advertise their products. Some celebrity ads do have a good advertising effect, which brings huge profits to the enterprise; while some celebrity ads have a mediocre response or even a reaction, enterprises have suffered huge losses. We can't help but wonder whether companies need celebrity endorsements when they launch advertisements. If you use celebrity endorsements, how can you achieve the desired results? Researchers at home and abroad have done a lot of research on these issues, and have formed a preliminary consensus in restricting the influencing factors of celebrity advertising. But as far as the literature is concerned, many of the key problems are still not deep. Advertising is a form of communication that focuses on the target audience, and the diversity of the advertising audience classification is an important factor affecting the advertising effect. However, very few people classify the effect of advertising according to different audiences. With the development of eye movement technology. Eye movement analysis is regarded as one of the best methods in advertising research. However, since the application of eye movement technology in the early 20th century, there have been few literatures on the effects of eye movement devices. Based on the previous research results, this study explores the differences of advertising effects under the different information conditions of celebrity spokesmen, and divides the college students into groups according to the consumption personality of cognitive needs. At the same time, using the combination of eye movement analysis and subjective evaluation, this paper tries to measure the advertising effect more accurately, and makes further research on celebrity effect, celebrity product matching degree, celebrity moral reputation evaluation and so on. Specifically, this study contains three studies: one, the role of celebrities in advertising. In this study, 40 normal college students in Hangzhou were randomly selected, and the advertising effect was measured by single factor experimental design with advertising source as independent variable. The results show that the use of celebrities can really enhance the effectiveness of advertising. In the second study, the author discusses the evaluation of advertising effect of individuals with different cognitive needs when the matching of celebrity products is different. In this study, 40 college students selected from pre-experiment were selected to measure the advertising effect by using a mixed design of 2 (celebrity product consistency) 脳 2 (cognitive demand). The results showed that the advertising effect of celebrity and product consistency was better than that of inconsistent advertising effect, compared with the subjects with low cognitive demand, those with high cognitive demand thought that the advertising effect was better. It's worse when it's inconsistent. In the third study, the author discusses the evaluation of advertising effect by individuals with different cognitive needs on celebrity moral reputation. The study also selected 40 college students who were selected from pre-experiment to classify their cognitive needs, and used the mixed design of 2 (celebrity moral reputation) 脳 2 (cognitive demand) to measure the advertising effect. The results show that the celebrity moral reputation has no significant effect on the individuals with high cognitive demand, but for the individuals with low cognitive demand, when the celebrity moral evaluation is good, they think that the advertising effect is good, and when the evaluation is low, the advertising effect is poor. Finally, according to the conclusion of the study, this paper puts forward some suggestions for merchants to choose celebrity advertisements, and points out the shortcomings of this study and the direction of future research.
【學(xué)位授予單位】：杭州師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8

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