体育明星广告说服机制与影响效果的关联性研究

Persuade Mechanism and Advertising Effectiveness of the Sports Stars

运用文献资料法、逻辑分析法,引入广告说服机制,从社会文化背景、广告过程和消费过程3个角度对影响我国体育明星广告效果的各个层次因素进行理论初探。结果显示:从广告说服机制角度来看,社会文化背景、广告过程和消费过程3个要素作为一个整体,存在相互作用;先是由外到内层层、深入影响,又由内到外产生反馈效应,在促进广告过程不断完善的同时,达到最终提高体育明星广告效果的目的。

By using the methods of literature and logical analysis,the paper studied the influential factors of the sports stars＇ advertising effectiveness from social and cultural background,advertising process and consumption process. And the results showed that from the angle of the persuade mechanism of advertising,as a whole,the three factors exist interactions. First they have deep influence from outer to inner,then they have feedback effect from the inner to inside,and while promoting advertising process＇ s improvement,they achieve the goal of improving the effect of sports stars＇ advertising effectiveness.