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受众对每一则广告的理解,都是在媒介情境中进行,广告前的节目不仅引发了一定的注意度,更会启动某种思维类型,进而对随后广告的理解产生更深层作用。通过一项实验发现,在感性节目之后,无论是广告态度、产品态度还是使用意向,正面框架广告都产生了比负面框架广告更强的说服效果。但在理性节目之后,正负框架广告的说服效果差异不大。
Audiences’ understanding of each ad is based on a media situation. Pre-ad programming not only triggers some attention, but also initiates some type of thinking, which in turn has a deeper effect on the subsequent understanding of advertising. An experiment found that in the sensual program, whether it is advertising attitude, product attitude or intention to use, the positive frame ads have produced more than negative frame ads persuasion effect. However, after the rational program, positive and negative framework of persuasion effect is not much difference.