广告语言类型对广告态度之影响研究

An Empirical Study on the Influence of Advertising Language on Ad Attitudes

在多语言文化环境中开展广告活动采用当地语言,还是全国性标准语更有助于提高广告说服力是营销管理决策中的常见问题。研究结果认为:本地消费者偏好地方语广告,而外地消费者偏好标准语广告,在本地消费者中,上层社会经济地位的消费者对两种语言的广告无显著偏好差异,而中层和下层的消费者则更偏好地方语广告;对于立足发展区域品牌或欲获得区域竞争优势的企业而言,采用方言广告更能突出品牌的区域特性,也更能获得本地消费者的认同和喜爱;定位于中、下层消费者的产品可以用方言将广告本土化、平民化,而面向上层消费者的高档产品广告则更宜采用标准语言,以有利于保持品牌在顾客心智中的高端、可靠形象。

Investigations are conducted to study consumers＇ attitude toward ads in dialect and ads in standard language. Among the investigations one is to analyze the natives＇ and non-natives＇ attitudes toward ads in standard language and those in dialect, and the other is to analyze the difference of ad attitudes among native consumers who are from diverging social status. From the investigations it is found that compared with standard language ads, natives＇ attitude toward dialect ads are more positive, while non-natives prefer standard language ads. There is no significant difference among native upper class＇ attitudes toward ads in two languages, but middle and lower class of natives prefer dialect ads, which suggest we should carry out different marketing strategies for further ads practice in diversified language environments.