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引言近年来,广告界越来越重视对受众的调查研究,其内容也已从一般性的媒介/收视(阅读)分析、受众行为分析进入到了消费者的态度或文化/价值观层面,趋向越来越深入。关于消费者广告态度研究,我们基于3000多位的消费者调查,已完成了《中国城市消费者广告态度的调查报告》提出了广告态度概念性的“五大因子说”。这为理解消费者的广告创作提供了一定程度的参考。然而,这对于广告创意而言还是不够的,还需要更加精细化分析。例如;对于不同广告创意的器物元素及不同形式和组
Introduction In recent years, the advertising community has placed more emphasis on the research of audiences. Its content has also shifted from general media / audience (reading) analysis and audience behavior analysis to consumers’ attitudes or cultural / values perspectives The more in-depth. Based on a survey of more than 3,000 consumers, we conducted a survey of consumers’ attitudes towards advertising based on a survey report on the attitudes of Chinese consumers in urban areas. We put forward a conceptual “five factors” approach to advertising attitude. This is to understand consumer advertising creation provides a certain degree of reference. However, this is not enough for creative advertising and requires more sophisticated analysis. For example; utensil elements and different forms and groups for different ad creatives