摘要
近年来,广告仿拟愈演愈烈,促使传播学者开始关注是否会对消费者品牌态度产生影响。基于三种真实性感知维度,通过实证研究发现,客观真实性感知、建构真实性感知都不会改变消费者原有的品牌态度,而存在真实性感知可以改善消费者的品牌态度。因此,营销者不必将广告仿拟视为负面影响,可适度鼓励和引导网民戏仿。
In recent years,there arean increasing number of communication scholars interested in advertisement parody.As a result,communication scholars to pay attention to whether it will affect consumer brand attitude.Advertising parody is becoming more and more intense in recent years which prompts communication scholars to start to pay attention to whether it will have an impact on consumers′brand attitude.Based on three consumers′perceived authenticities,this paperfinds out that objective authenticity and constructive authenticity cannot effect on brand attitude,but existential authenticity can positively improve brand attitude.So marketers don′t necessarily regard advertisement parody as a negative thing.On the contrary,marketers can encourage and guide netizens parody moderately.
作者
石晓岚
SHI Xiaolan(College of Cultural Creativity,Zhangzhou Institute of Technology,Zhangzhou 363000,China)
出处
《宿州学院学报》
2020年第6期17-21,31,共6页
Journal of Suzhou University
关键词
广告仿拟
客观真实性
建构真实性
存在真实性
品牌态度
AdvertisingParody
Objective authenticity
Constructive authenticity
Existential authenticity
Brand attitude
