“图文如何并茂”?——基于图像呈现方式和广告信息框架的公益广告效果研究

“How to Combine Graphics and Texts”——Research on the Effect of Public Service Advertisements Based on Image Presentation Mode and Advertising Information Framework

平面广告中图像与文字信息的相辅相成,能有效提高广告宣传效果,这对于慈善公益广告尤为如此。本研究基于解释水平理论,深入探究慈善公益广告中景深呈现方式与广告信息框架相匹配对个体的影响。本研究发现,个体观看浅景深广告呈现的图像时心理距离较远、解释水平较高,浅景深广告呈现与促进框架相匹配的广告效果更好;个体观看深景深广告呈现时心理距离较近、解释水平较低,深景深广告呈现与防御框架相匹配的广告效果更好。个体对慈善事业的期望价值在该匹配效应中起中介作用,个体的事业涉入度在该匹配效应中起调节作用。本研究旨在帮助慈善公益广告进行更好的宣传,以引导大众关注和参与慈善公益事业,为慈善公益广告的宣传提供意见和建议。

Image and text complements each other in print advertising, which can effectively improve the advertising effect, especially for the charity public service advertisements. Based on the construal level theory, this study explores the impact of the matching of the depth of field presentation and advertising information framework of the charity public service advertisements on individuals. The study found that when individuals are presented with advertisements with shallow depth of field, they have a longer psychological distance and a higher construal level. The advertising effect of shallow depth of field matching the promotion framework is better;when individuals watch advertisements with deep depth-of-field, their psychological distance is shorter and their construal level is lower. The advertising effect of deep depth of field matching the defense framework is better.Individual’s expected value of charity plays a mediating role in the matching effect, and the individuals’ degree of career involvement plays a moderating role. The purpose of this study is to develop better publicity for charitable public service advertisements, to guide the public to pay attention to and participate in charitable public undertakings, and to provide opinions and suggestions for the publicity of charitable public service advertisements.