| 不同广告主题情感接受度初步研究 |
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| 引用本文： | 马丽.不同广告主题情感接受度初步研究[J].重庆工商大学学报(社会科学版),2007,24(4):126-127. |
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| 作者姓名： | 马丽 |
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| 作者单位： | 重庆工商大学,文学与新闻学院,重庆,400067 |
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| 摘 要： | 广告接受度是人们通过接触广告信息而形成的对广告总体评价的主观态度倾向,也是人们由于接触广告而唤起的各种对广告积极和消极的认知、情感、意动的反映.多数研究者认为,广告接受度将会直接或间接对消费者的购买产生影响.
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| 关 键 词： | 传统性 开放性 广告主题 广告情感接受度 |
Research into feeling acceptance degree of different advertising themes |
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| MA Li.Research into feeling acceptance degree of different advertising themes[J].Journal of Chongqing Technology and Business University Social Science Edition,2007,24(4):126-127. |
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| Authors: | MA Li |
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| Abstract: | Advertising acceptance degree is the subjective propensity of the people to evaluation of the advertisement after contacting the advertising information and is also the active or passive reflection of recognition,feeling and thinking on all kinds of advertisements.Most of scholars think that the ad- vertising acceptance degree can directly or indirectly influence the purchase of the consumers. |
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| Keywords: | tradition openness advertising theme advertising feeling acceptance degree |
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