受众对国家形象广告的认知及其影响因素研究——以中国大学生对日本国家形象广告的认知实验为例

Transmission Effect of Japan's National Image Advertisement:A Study from the Perspective of Subject Cognition

[目的/意义]旨在了解在公共外交中,日本的国家形象传播在中国的传播策略与效果,同时探析中国大学生对日本国家形象的认知。[方法/过程]选取日本国家旅游局拍摄的国家形象广告Yokoso!Japan为研究对象,采用实验法、焦点小组访谈法和面对面的深度访谈法,探索该片在影响中国大学生对日本形象认知方面的效果,并探讨影响这种效果的因素。[结果/结论]研究发现,该形象广告在大学生中的正面传播效果比较有限,而影响这种传播效果的因素是错综复杂的:中日两国复杂的历史及现状是最重要的影响因素;媒介中的日本形象令大学生对日本产生了两种比较片面的认知;人际传播及个人经历会加深或改善大学生对日本国家形象的刻板印象。

[Purpose / Significance] The purpose of this study is to discover the communication strategies and effects of Japan＇s national image communication in China,and to study the cognition of Chinese college students to the Japanese national image. [Method / Process]The study selects Japan＇s national image advertisment Yokoso ! Japan as the object,uses questionnaire survey,focus- group interviews and in- depth interviewto probe into its influence on the cognition of Chinese college students concerning the Japanese image,and explores the influencing factors affecting the transmission effect. [Result / Conclusion] It is found that the transmission effect of Yokoso ! Japan is limited in building a better understanding of Japan＇s national image among Chinese college students. What＇s more,factors influencing Japan＇s national image may also include national interests,preoccupations,media impact,herd mentality and personal experience,etc.