叙事广告的情感共鸣效果研究

The Influence of Empathy in Narrative Ads

本研究参照叙事程度测量、情感共鸣、广告态度、品牌态度的测量模型与指标体系以设计实验与问卷调查并获得数据,通过将叙事广告效果模型作为分析框架,进而检验叙事广告的情感共鸣效果。基于协方差结构分析方法 ,本研究验证了广告叙事程度、感情认知、感情移入、广告态度、品牌态度这一影响链条的关系路径。其中,广告叙事程度对感情认知呈现高度影响;广告态度对品牌态度呈现中度影响。可以确定,情感共鸣是影响受众广告评价的因素之一。受众对广告的叙事程度进行判断后,产生情感共鸣,进而对广告中涉及的产品和服务进行评价。可以认为,叙事广告能够唤起受众的情感共鸣,进而产生正向的广告态度与品牌态度。

The study based on measurement models and indicator systems of narrative levels, empathy and attitude toward the ads and brand, using effectiveness models of narrative ads as analysis framework, designing experiment and questionnaire to measure influence of empathy in narrative ads. Further using Covariance Structure Model (CSM), the study verified the correlative-chain of narrative levels, emotion-cognition, empathy and attitude toward ads and brand. The narrative levels take a notable positive effect on emotion-cognition; the attitude to the ads shows a moderate effect on brand attitude. It’s certain that empathy is one of the factors of evaluating ads from audiences: The audiencesevaluate the extent of narrative levels, empathize with it, and evaluate product and servicerelated to the ads. It can be considered that narrative ads will arouse the audience’s empathy and further generate positive attitude toward ads and brand.