网络语言文案对广告注意和感知的影响

The impact of internet language copy on consumers' attention and perceptions of the advertisement

网络语言作为广告文案经常被应用于营销实践中,但少有文献探讨此类应用对于传播效果的影响。本研究采用大学生被试,基于信号理论和情感迁移理论来分析网络语言文案如何影响消费者对于广告的注意和感知。研究1通过眼动实验考察网络语言广告文案对被试注意的影响。结果显示,相较于标准语言,网络语言广告文案吸引了受众更多的注意,但在广告观看时间有限的情况下,会减少受众对于广告图片的注意。研究2采用问卷方法考察网络语言文案对广告信任和产品评价的影响及其中介效应。结果显示,网络语言文案会提升消费者对于广告产品的评价,这一效应受到受众的感知广告有趣性的部分中介。另外,网络语言文案会降低消费者的广告信任,这一效应受到受众的感知广告严谨性的完全中介。本文还讨论了研究结果对于学术理论和营销实践的意义。

The Internet has encouraged a dramatic expansion in the variety and creativity of language. In fact, lots of cases have emerged of using the Internet language in various commercial communication situations, such as advertisements. However, scarce research attention has been paid to the effectiveness of such practices. To fill the gap, this study explores the impact of the Internet language copy on consumers＇ attention and perceptions of the advertisement based on previous researches in linguistics, psychology and marketing literature. The current research proposes that the Internet language is characterized by high level of interestingness and low level of rigorousness. The results reveal that using the Internet language copy in advertisements leads to more attention paid to the texts than to pictures, and has a positive impact on product evaluation but a negative influence on the ad trust. Two studies are conducted to investigate the effectiveness of the Internet language copy on the attentions and perceptions of advertisements. In Study 1, the researchers testify to the impact of using the Internet language copy on consumers＇ attentions by using an eye-tracking experiment. Study 2 examines whether consumers＇ perceptions（product evaluation and perceptions of trustworthiness） would be influenced by comparing the Internet language copy with standard language copy. The possible mediators are also explored in Study 2. The results of the present research are three-fold. The first study shows that the Internet language copy draws more attention to the text than standard language does. However, the attention paid to pictures will be decreased if the advertisement is only shown for a limited time（6 s in the experiment）. The second study demonstrates that the Internet language copy has a favorable influence on product evaluation and an unfavorable influence on the ad trust. The former influence is partially mediated by the ad＇s perceived interestingness, while the latter is fully mediated by the perceived rigorousness of the advertisement. The empirical findings presented not only extend the previous findings in language-related research by studying the Internet language, but also contribute to researches on marketing communication in general. Managerial implications include that the Internet language should be used in cases when firms seek to increase the product evaluations but should be avoided if the perception of trust is critical.