摘要
本次研究采用问卷法对２１６名在校大学生进行《广告态度调查》，研究结果表明：大学生对广告的总体态度趋向于认同；大学生对以感性诉求方式表现的广告的态度显著优于以理性诉求方式表现的广告；大学生对上述两种诉求方式表现的广告的态度在广告的商品类型上差异不一致。
In this study, 216 college students are investigated by questionnaire on the attitude to advertisement. The result shows: in general,college students incline to approbate the advertisement;they show more approbation to the advertisements which are demonstrated through sensibility appeal than through sense appeal;their attitude to the advertisements demonstrated through the two ways mentioned above waries according to the merchandise type.
出处
《苏州城市建设环境保护学院学报（社会科学版）》
2001年第2期45-49,共5页
Journal of Suzhou Institute of Urban Construction and Environmental Protection(Social Science)
