The Influence of Media Context and One-Sided/Two-Sided Message on the Persuasiveness of Embedded Advertising
- 新闻传播－已发表论文 
广告嵌入前的媒体节目特征会影响到消费者对节目信息的加工处理方式,这种处理方式将会滞留到其后的广告信息处理上。感性的节目将会导致消费者低度涉入节目信息的加工,并对随后出现的广告信息也沿用这种低涉入加工方式。理性的节目将会导致消费者高度涉入节目信息的加工,并对随后出现的广告信息也沿用这种高涉入加工方式。对广告信息加工的高/低涉入水平将会影响一面信息/两面信息的说服效果。高涉入水平下,两面说服效果更佳。低涉入水平下,一面说服效果更优。因此,在感性节目后插入广告,一面说服的效果优于两面说服;在理性节目后插入广告,两面说服的效果优于一面说服。【英文摘要】olvement of program info which continues to be used in subsequent ad processing.However,rational program will induce high involvement of program info which also continues to be used in subsequent ad processing.The high/low involvement of ad info processing will affect the persuasiveness of one-sided and two-sided messages.If consumers are highly involved in ad processing, two-sided message is more persuasive. If consumers are lowly involved, one-sided message is better. Therefore, the paper suggests advertisers place their ads right after emotional programs if one-sided messages are presented in the ads, and place their ads right after rational programs if two-sided messages are presented.
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