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论文编号：	12401
作者编号：	2120192850
上传时间：	2021/6/10 13:13:42
中文题目：	如何既提高广告吸引力又增加产品购买？基于叙事广告内容策略的研究
英文题目：	How to increase both the Advertising Attractiveness and Product Purchase? Research on the Content Strategy of Narrative Advertisings
指导老师：	任星耀
中文关键字：	叙事广告；叙事传输；心理模拟；广告吸引力；产品购买
英文关键字：	Narrative advertising; Narrative transportation; Mental simulation; Advertising attractiveness, Product purchase
中文摘要：	社交媒体的广泛使用让广告投放环境发生了巨大的变化，企业现在正经历着与广告受众沟通范式的转型，从传统媒体的垂直化沟通范式向更加平等的水平化沟通范式转变。这样的媒体环境对企业的广告策略提出了更多的要求，平台为了维持竞争优势也需要更加精细化管理广告的展示方式，广告需要变得更具吸引力才能在众多信息中脱颖而出，抓住广告受众有限的注意力。在此背景下，叙事广告凭借其“讲故事”的内容特点，在众多形式广告的竞争中占据一席之地。 叙事广告较早就出现在电视、印刷媒体等传统媒体之中，目前关于叙事广告的研究大部分都是关注它在传统媒体上的表现，也有学者陆续发现叙事广告在社交媒体环境之中新的价值和表现特征。以往的研究集中在叙事广告与其他形式广告（如论证性广告或者信息性广告）的比较研究，主要关注广告受众对叙事广告本身以及产品的态度、评价、信念，侧重在产品或者品牌的传播层次。这与传统媒体上广告展示与广告购买的脱节有关，传统媒体上的广告投放的效果通常是滞后的，关键目标是优先占据用户的心智，等到用户有需求时再凭借印象购买投放过广告的产品，因此也造成过去研究通常只需要关注广告绩效一个层面的效果——广告效果（对广告的态度、广告评价等）或者产品效果（购买、品牌评价等），但如今广告的展示和广告的购买链路被大幅缩短，受众接触广告和进行购买几乎可以同步实现，但鲜有学者同时关注广告效果和产品效果这两种绩效。为此，本文将同时考虑叙事广告的吸引力（广告效果）和购买（产品效果），尝试找到实现两者兼得的机制。 本文基于叙事传输理论来探究叙事广告对受众的影响，利用某在线互联网保险公司的实际经营数据展开研究，通过实证分析发现，叙事广告主体-受众相似性和情节丰富性与广告吸引力正相关，此外，叙事主体相似性可以促进购买，但情节丰富性不会直接影响到产品的购买，只有在产品-情节关联性高时，情节丰富性才会产生更多购买。本文的研究在理论上考虑了广告效果和产品效果，实现了这两种广告绩效指标的有机整合，且细分了叙事广告的内容要素，为叙事广告内容设计提供新的视角，另外识别了实现广告效果（吸引力）和产品效果（购买）的情境因素。在实践方面，启发企业需要关注广告的多种绩效指标，企业通过合理的广告内容设计，以及广告平台通过调整广告投放策略，能实现效益的最大化。
英文摘要：	The widespread use of social media has caused tremendous changes in the advertising environment. Companies are now undergoing a transformation in the communication paradigm with advertising audiences, from the vertical communication paradigm of traditional media to a more equal horizontal communication paradigm. This kind of media environment puts forward more requirements on the advertising strategy of enterprises. In order to maintain a competitive advantage, the platform also needs more refined management of advertising display methods. Advertising needs to become more attractive in order to stand out from the immense information and to hold the attention of the audience. In this context, narrative advertisements have a place in the competition of many forms of advertisements by virtue of their "storytelling" content format. Narrative advertising has appeared in traditional media such as television and print media a long time ago. Most of the current research on narrative advertising focuses on its performance in traditional media, and some scholars have discovered that narrative advertising has new value and performance characteristics in the social media environment. Previous research has focused on comparative studies between narrative advertisements and other forms of advertisements, such as demonstrative advertisements or informational advertisements, focusing on the audience’s attitudes, evaluations, and beliefs about narrative advertisements and embedded products, focusing on products or the level of brand communication. This is related to the disconnection between advertising display and advertising purchases in traditional media. The effect of advertising in traditional media is usually lagging. The key goal is to take the user’s mind first and wait until the user has the need to buy the product that has been advertised based on the impression. This also caused the previous research to only need to pay attention to the effect of one level of advertising performance-advertising effect (attitude towards advertising, advertising evaluation, etc.) or product effect (purchase, brand evaluation, etc.). However the current situation is that the link between advertising displaying and the purchase have been greatly shortened, and advertising’s audience reach and purchasing can be achieved almost simultaneously, but few scholars pay attention to both the advertising effect and the product effect at the same time. To this end, this article connects the attractiveness of narrative advertising (advertising effect) and purchase conversion (product effect), trying to find a mechanism to achieve a balance between the two. This research is based on the narrative transmission theory to explore the impact of narrative advertisements on audiences. It uses the operating data of an online Internet insurance company to conduct empirical research. Through empirical analysis, it is found that narrative advertisement subject-audience similarity and plot richness are positively correlated with advertisement attractiveness. In addition, the similarity of the narrative subject can promote purchase, but the richness of the plot will not directly affect the purchase of the product. Only when the product-plot correlation is high, will the richness of the plot generate more purchases. In terms of theory, the research of this article takes into account the advertising effects and product effects, realizes the organic integration of these two advertising performance indicators, and subdivides the content elements of narrative advertisements, provides a new perspective for the content design of narrative advertisements, and identifies Contextual factors to achieve advertising effect (attractiveness) and product effect (purchase). In terms of practice, inspiring companies need to pay attention to various performance indicators of advertising. Companies can maximize benefits through reasonable advertising content design and advertising platforms through adjusting advertising strategies.
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