摘要
本综述采纳了不同年代、不同研究媒介和不同研究方法的广告色彩研究文献，总结研究中主要的效果变量及相关结论，对其按照广告效果层次进行梳理，为后续的相关研究提供铺垫。
The present paper reviews literatures focusing on the impact of color on advertising effectiveness from different ages with multiple researching methodologies and various researching media. Prime variables of effectiveness and respective results in the adopted literatures are concluded and presented by the hierarchical structure of advertising effectiveness. This review is to lay the foundations for further research.
出处
《现代广告》
2010年第18期52-61,共10页
Modern Advertising
关键词
色彩
广告
效果
color
advertising
effectiveness
