网络商业广告的罪恶感诉求论析

doi:10.11885/j.issn.1674-5094.2019.04.18.01

西南石油大学学报(社会科学版) ›› 2019, Vol. 21 ›› Issue (4): 21-28.DOI: 10.11885/j.issn.1674-5094.2019.04.18.01

网络商业广告的罪恶感诉求论析

白琳, 杨星元

安徽大学商学院, 安徽合肥 230601

收稿日期:2019-04-18 出版日期:2019-07-01 发布日期:2019-07-01
通讯作者: 杨星元(1992-),男(汉族),河南信阳人,硕士研究生,研究方向:企业管理。
作者简介:白琳(1980-),女(汉族),河南周口人,副教授,研究方向:消费者行为、消费者心理。
基金资助:
国家自然科学基金“内外部网络口碑与在线销售的动态交互影响研究：基于情感分析与分层贝叶斯模型的解析”（71602003）；安徽省高校人文社科重点项目“新零售背景下安徽移动零售企业客户体验管理——基于多案例研究”（SK2019）。

Content Analysis of the Guilt Appeal in Internet Commercial Advertisements

BAI Lin, YANG Xingyuan

School of Business, Anhui University, Hefei Anhui, 230601, China

Received:2019-04-18 Online:2019-07-01 Published:2019-07-01

摘要/Abstract

摘要： 罪恶感诉求是商业广告负面情绪诉求常用的营销沟通方式，但其对营销效果的双刃剑效应常常被忽视。通过从淘宝与京东网络平台筛选出345条广告样本，深入解读其中的罪恶感诉求，全面探讨罪恶感诉求的类型、信息框架、在网络商业广告中的构成情况及其交叉关系。研究发现：反应性罪恶感在网络商业广告中最为常见且往往含有伤害性，预期性罪恶感在内容上倾向于受众本可以避免的事物，存在性罪恶感则未统计到；问题陈述和利益受损者视角分别是最常见的广告文本和视觉信息，就罪恶感诉求水平而言广告整体应用较为适宜。网络商业广告的罪恶感诉求研究，可以帮助人们理解网络商业广告中罪恶感诉求的内容，也可为罪恶感诉求的合理运用提供合理的参考。

关键词: 内容分析法, 罪恶感诉求, 网络商业广告, 广告编码, 广告效果

Abstract: The guilt appeal is a widely-used technique of negative emotional appeals in advertising, but the fact that it has negative effects besides positive ones is often neglected. Therefore, based on the content analysis method, this study explores the guilt appeal used in the 345 online commercial advertisements selected from Taobao.com and JD.com. We studied the types, the information framework, the proportion of guilt appeals in online commercial advertising and the relation between the two. We found that reactive guilt is most common target in online commercials and it usually has negative effects. The anticipated guilt tends to be related to avoidable subjects, and ontological guilt were not found. Problem statement and victim approach are common in advertising texts and visual information. Moreover, the proportion of guilt used in advertising is moderate. The research promotes the understanding of the guilty appeals in commercial advertising, hoping to provide a reference for the rational use of guilt appeals.

Key words: content analysis method, guilt appeal, Internet commercial advertisements, advertising coding, advertising effect

中图分类号:

F270

白琳, 杨星元. 网络商业广告的罪恶感诉求论析[J]. 西南石油大学学报(社会科学版), 2019, 21(4): 21-28.

BAI Lin, YANG Xingyuan. Content Analysis of the Guilt Appeal in Internet Commercial Advertisements[J]. 西南石油大学学报(社会科学版), 2019, 21(4): 21-28.

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网络商业广告的罪恶感诉求论析

Content Analysis of the Guilt Appeal in Internet Commercial Advertisements

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