第章 态度改变与互动传播.pptVIP

* * * * * * * 70 60 50 40 30 20 0 0 5 10 15 20 25 30 35 40 45 50 当广告停止就迅速遗忘 回忆 % 10 重复、时机与广告回忆 连续13周内每周获得邮寄广告 每4周收一次邮寄品，有相当多的遗忘 单面性与双面性论述 One-sided: 只进行支持性的单方面的劝诱 Two-sided: 积极与消极的信息都说 Refutational argument（反驳型论述）: negative issue is raised, then dismissed Positive attributes should refute presented negative attributes 对受过良好教育的人比仅仅是忠诚的受众更有效（Effective with well-educated and not-yet-loyal audiences） 显得客观、可信 如： 劲酒虽好，可不要贪杯呵 农夫果园，喝前摇一摇 比较式广告- Comparative advertising 比较式广告: message compares two+ recognizable brands on specific attributes “Unlike McDonalds, all of Arbys chicken sandwiches are made with 100% all-natural chicken” But, confrontational（混乱的） approach can result in source derogation（贬损, 贬低） An ad for a new product should not: Merely, say it is better than leading brand Compare itself to an obviously superior competitor 百事VS。可口可乐： /u/vw/1941958 /v_show/id_XMTAyMjQ2MTI=.html /v_show/id_XNDA2OTc3Njg=.html 情感VS。理性诉求 Appeal to the head or to the heart? Many companies use an emotional strategy when consumers do not find differences among brands Especially brands in well-established, mature categories (e.g., cars and greeting cards) Recall of ad contents tends to be better for “thinking” ads Although conventional ad effectiveness measures may not be entirely valid to assess emotional ads Sex Appeals Humorous Appeals Fear Appeals Message As Art Form Prentice Hall, cr 2009 8-* 信息的艺术表达方式 Advertisers use literary elements to communicate benefits and meaning 寓言（Allegory）: story about an abstract concept personified in a fictional character 隐喻（Metaphor）: two dissimilar objects in a close relationship (“A is B”) 明喻（Simile）: compares two objects (“A is like B”) 共鸣（Resonance）: play on words with pictures 讲故事的模式 Lecture: speech in which the source speaks directly to the audience Attempts to persuade Cognitive responses may occur Drama: story that draws viewers into the action Characters indirectly