反酒后驾车广告的说服效果：规避伤害与克制冲动.pdfVIP

广告传播研究 国际新闻界 2016.03 反酒后驾车广告的说服效果： 规避伤害与克制冲动 陈瑞 李小玲 林升栋 摘要 酒后驾车对家庭和社会造成巨大危害，各国政府通过法律限制和广告宣传减少人们 的酒驾行为。以往对于反酒后驾车广告的研究主要基于恐惧诉求理论，探讨不同伤害后 果反酒驾主题广告的有效性。有鉴于酒驾是一种冲动、冒险的行为，本研究提出并检验 了约束效能主题的反酒驾广告的说服效果。采用独立设计的反酒驾广告，选取有驾照的 普通大众作为调查样本，本研究发现自我约束、朋友约束和模范人物约束主题的反酒驾 广告可以有效地降低受众的酒驾意向，同时约束效能主题的反酒驾广告和传统的伤害后 果主题的反酒驾广告在说服效果上没有显著差异。不同约束主题的反酒驾广告对不同形 式约束效能的拒绝酒驾意向的影响作用不同。此外，在使用约束效能主题的广告时需要 注意“约束”可能造成的反弹效应，避免出现适得其反的结果。 关键词 酒后驾驶、反酒驾广告、伤害后果主题、约束效能主题 作者简介 陈瑞，厦门大学新闻传播学院研究型助理教授。电邮：chenr.11@。 李小玲，厦门民生银行营销部职员。林升栋，厦门大学新闻传播学院副院长，教授，博 导。电邮：lincook@163.com。 本文为国家自然科学基金面上项目（项目批准号的阶段性成果。 The Effectiveness of Anti-Drinking and Driving Advertisements: Harm Prevention and Impulsive Restraint CHEN Rui, LI Xiaoling, LIN Shengdong Abstract The drinking and driving behavior causes enormous harm to families and society. 114 Governments then try to prevent people from drinking and driving by laws and advertisements. 国际新闻界 2016.03 广告传播研究 Previous anti-drinking and driving advertisement researches mainly addressed the effectiveness of them with various harms based on the fear appeal theory. Due to the drinking and driving is an impulsive and risk behavior, this paper thus proposes and tests another type of anti-drinking and driving advertisement, namely restrain efficacy. The study selects independently designed advertisements and people who own driver license as investigative sample. The results show that self-restraint, friend-restraint and exemplar-restraint anti-drinking and driving advertisements are efficient in decreasing drinking and driving intension, and there is no difference in the effectiveness of persuasion between restraint and harm anti-drinking and driving advertisements. The differe