| 当代大学生的广告态度研究 |
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| 引用本文： | 李锐,王卫红.当代大学生的广告态度研究[J].苏州城市建设环境保护学院学报,2001,3(2):45-49. |
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| 作者姓名： | 李锐 王卫红 |
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| 作者单位： | 苏州大学应用心理学研究所!江苏 苏州215021(李锐)，西南师范大学心理学研究所!四川 重庆400715(王卫红) |
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| 摘 要： | 本次研究采用问卷法对２１６名在校大学生进行《广告态度调查》，研究结果表明：大学生对广告的总体态度趋向于认同；大学生对以感性诉求方式表现的广告的态度显著优于以理性诉求方式表现的广告；大学生对上述两种诉求方式表现的广告的态度在广告的商品类型上差异不一致。
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| 关 键 词： | 大学生 广告 态度 |
A Study on Attitude of Contemporary College Students to Advertisement |
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| LI Rui,WANG Wei-hong.A Study on Attitude of Contemporary College Students to Advertisement[J].Journal of Suzhou Institute of Urban Construction and Environmental Protection(Social Science),2001,3(2):45-49. |
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| Authors: | LI Rui WANG Wei-hong |
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| Abstract: | In this study, 216 college students are investigated by questionnaire on the attitude to advertisement. The result shows: in general,college students incline to approbate the advertisement;they show more approbation to the advertisements which are demonstrated through sensibility appeal than through sense appeal;their attitude to the advertisements demonstrated through the two ways mentioned above waries according to the merchandise type. |
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| Keywords: | college students advertisement attitude |
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