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变异成语广告是很多企业吸引消费者注意的营销策略,然而实践上人们对变异成语广告的应用向来褒贬不一。实证研究结果显示,变异成语在广告中的呈现既包含积极影响又包含消极影响。它一方面通过增加广告的趣味性提高消费者对企业的感知创新,另一方面又通过降低广告的严谨性降低了消费者对企业的感知信任。此外,调节聚焦状态与变异成语呈现的交互作用会影响消费者的广告态度。当消费者处于趋利聚焦时,消费者对变异成语广告比没有变异成语的相似广告会持有更积极的态度;而当消费者处于弊害聚焦时,变异成语的出现反而消极影响了消费者对广告的态度。
Variation idioms advertising is the marketing strategy of many enterprises to attract the attention of consumers. However, in practice, the application of variation idioms advertisements has always been mixed. The results of empirical research show that the variation of idioms in advertising contains both positive and negative effects. On the one hand, it enhances consumers ’perception and innovation of enterprises by increasing the interest of advertisements, and on the other hand, it reduces consumers’ perception and trust of enterprises by reducing the rigor of advertisements. In addition, the interaction between in-focus and mutated idioms can affect consumer attitudes toward advertising. Consumers tend to hold a more positive attitude toward similar advertisements with mutated idioms than those with no mutated idioms when consumers are focusing on profit. When consumers are at risk, the occurrence of mutated idioms negatively affects consumers’ Advertising attitude.