叙事传输理论与说服机制分析——以叙事型广告为例-analysis of narrative transmission theory and persuasion mechanism - taking narrative advertisement as an example.docx

arguments of with mental simulation, advertising situation of weak arguments of with mental simulation. We through the experiment instructions operation the participants‘ degree of involvement, divided into high and low groups of involvement. After watching the experimental situation, asked participants to complete the idea description questionnaire, the manipulation checks scale of involvement, the manipulation checks scale of mental simulation, the manipulation checks scale of narrative transportation, emotional response scale, advertising attitude scale, brand attitude scale. We deal with the experimental data by using ANOVA. The results showed that: (1) under the condition of low involvement, the argument quality does not affect the persuasion effect of both narrative transportation and analysis processing, but narrative transportation has better persuasion effect compared with the analysis processing; (2) under the condition of high involvement, argument quality will affect the analysis processing, strong arguments than weak argument has better persuasion effect; (3) under the condition of high involvement, argument quality does not affect the persuasion effect of narrative transportation, the persuasion effect of both strong arguments and weak arguments is the same.Key words: Narrative Transportation; analysis processing; Involvement; Attitude; Persuasion; Story目录中文摘要 ...........................................................I英文摘要 ..........................................................II引言 ...........................................................11文献综述 ........................................................31.1 认知说服理论 ..................................................31.1.1 精细可能性模型（ELM）31.1.2 精细可能性的影响因素 ......................................41.1.3 启发—系统式模型（HSM）51.1.4 认知说服理论述评 ..........................................51.2 叙事传输理论..................................................61.2.1 叙事说服 ..................................................61.2.2 叙事传输