中国传统元素对当代影视广告的影响的研究--以“佳洁士”牙膏广告为例.pdfVIP

中国传统元素对当代影视广告的影响研究 ——以“佳洁士”牙膏广告为例 常晓希① 【摘要】目的了解中国传统元素对影视广告传播的影响。方法 采用问卷法，对苏州大学 38 名学生进行实验和问卷调查。结果 在牙膏商品的影视广告中 ：①受众对未含有中国元 素的广告内容的记忆程度较含有中国元素的更深刻，且存在显著性差异（t=-2.430 ，P0.05 ）； ②对未含有中国元素的广告的好感程度高于含有中国元素的，但并不存在显著性差异。结 论 在牙膏商品的影视广告中植入中国传统元素对扩大其影响没有产生积极的效果，中国 传统元素对当代影视广告的影响还有待于更进一步的探索与研究。 【关键词】传统元素；影视广告；实验法；影响研究 Study on the impact of element of Chinese traditional culture on modern television advertisements: an example about Crest Toothpaste Ad Chang Xiaoxi, School of Education, Soochow University, Suzhou 215123, P.R. China 【Abstract 】: Objective To find out the impacts created by element of Chinese traditional culture on modern television advertisements. Methods An experiment including questionnaires is given to 38 students from Soochow University. Results The study shows that in a chosen toothpaste ad: ①respondents reflect a deeper memory level on ad contents having no element of Chinese traditional culture than those containing element of Chinese traditional culture, and there is a significant difference between two kinds of memory levels (t=-2.430 ，P0.05); ② respondents report that they maintain more favorable impression on ad contents having no element of Chinese traditional culture than those containing element of Chinese traditional culture, while there is no significant difference between them. Conclusion Using element of Chinese traditional culture produces no significant positive impacts on this chosen toothpaste ad, and the particular impact of element of Chinese traditional culture on modern television advertisement needs further consideration and study. 【Key words 】 element of Chinese traditional culture; television advertisements; experimental method; impact study 引言 ①中国 苏州大学教育学院应用心理学专业（苏州）215123 E-mail ：changxiaoxi2008@