广告中夸张和夸张的变化探析

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI:10.1080/10641734.2019.1580230

L. Stern, Mark Callister

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引用次数: 7

摘要

摘要本研究探讨了与非广告相比，两个强度级别的夸张和浮夸广告是否会产生不同的效果。一项实验让597名受试者在广告喜好、产品质量、欺骗、产品名称召回和购买意愿方面对20个广告中的1个进行评分。与夸张和对照广告相比，夸张广告产生了最高的广告好感度、感知的总体产品质量和购买意图，以及感知的欺骗的最高评级。puffery没有将自己与对照广告区分开来，对常见的广告结果测量几乎没有功能影响。因此，与夸夸其谈相比，夸张可能会带来更好的广告效果。

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Exploring Variations of Hyperbole and Puffery in Advertising

Abstract This research explored whether hyperbole and puffery ads at two levels of intensity produced differential effects in contrast to nonexaggerated ads. An experiment had 597 subjects rate 1 of 20 ads on ad liking, product quality, deception, product-name recall, and buying intention. Hyperbole ads yielded the highest ad liking, perceived general product quality, and buying intention, along with the highest ratings of perceived deception, in contrast to puffery and control ads. Puffery did not distinguish itself from control ads, having little to no functional effect on common advertising outcome measures. Therefore, hyperbole may offer superior advertising outcomes compared to puffery.

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来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量