西方广告原则在中国市场的实践效果检验

An Empirical Test of Western Advertising Principles in China Market

本文借助中国广告效果评估网提供的电视广告及其效果数据，以阿姆斯特朗所著的《广告说服力：基于实证的原则》一书为蓝本，将书中广告原则转化为编码框，并与效果数据联结，验证西方广告原则在中国的实践效果。研究发现，有43条西方广告原则在中国电视广告中经常被用到，其中多数在中国市场仍有效，只有少部分与西方不一致。本文认为，不一致的广告原则可能受到中西方自我建构方式、语言体系、消费文化、广告制作质量等因素的影响。

This paper uses TV commercials and their survey data provided by Adevalution.com, and takes Armstrong＇s “Persuasive Advertising： Evidence-based Principles” as blueprint. Authors turned the principles in the book into coding sheet of TV commercials, and combined coding data with survey data, to test those Western advertising principles in China market. There are 43 Western ad principles used frequently in China＇s TV commercials. Most of them are also applied in China market. Only a few are inconsistent with Western principles. The inconsistency might be affected by the differences of self- construal, language, consumption culture, ad quality, etc.