不同怀旧类型广告效果研究

The Advertising Effectiveness of Different Types of Nostalgic Ads

本研究采用单因素被试间设计，分析中国市场中怀旧广告效果以及中华老字号如何运用怀旧广告激活品牌。研究发现，在中国个人怀旧广告比历史怀旧广告呈现出更佳的广告效果；历史怀旧广告结合幽默元素会提升广告效果；老字号中，与传统文化联系紧密的产品，适合历史怀旧广告，相对现代的产品，适合个人怀旧广告；愉悦度在怀旧类型与广告态度之间发挥完全中介作用，相关度在怀旧类型与品牌态度／购买意愿之间发挥最显著的部分中介效应。

This study uses within-subjects design of one-factor to analyze the advertising effectiveness of nostalgic ads and how the China Time-honored brands use nostalgic ads. The result reveals that personal nostalgic ads have better advertising effectiveness than historical nostalgic ads in China. And humor will increase the advertising effectiveness of historical nostalgic ads. The historical nostalgic ads are suitable for those products of China Time-honored Brand which have close association with Chinese traditional culture. However, personal nostalgic ads are suitable for modem products of China Time-honored Brand. Pleasure plays a role as full mediation between the type of nostalgic ads and advertising attitude. And Relevance plays a role as the highest part mediation between the type of nostalgic ads and brand attitude/purchase intention.