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本文以粤语广告为例,实证研究了本地消费者和外地消费者对方言广告的态度差异。通过问卷调查和EFA、CFA、ANOVA分析发现,广东籍消费者更容易对粤语广告形成正面的广告态度;对于非广东籍消费者,粤语广告在形成正面的广告态度方面相对国语广告并没有比较优势。广东籍消费者对粤语广告总体上持正面的、积极的态度,而非广东籍消费者对粤语广告总体上持负面的、消极的态度。通过对年青消费群和大龄消费群粤语广告态度的比较研究还发现,两类消费群的粤语广告态度并没有显著差异。
In this paper, Cantonese advertising as an example, empirical study of local consumers and foreign consumers on dialect differences attitude. Through the questionnaire survey and EFA, CFA and ANOVA analysis, it is found that Cantonese consumers are more likely to have a positive attitude towards Cantonese advertisement. For Cantonese-speaking consumers, Cantonese advertisement has no comparative advantage in forming a positive attitude towards advertisement . Cantonese consumers generally hold a positive and positive attitude toward Cantonese advertisements, rather than negatively and negatively regarding Cantonese consumers as a whole. Through a comparative study of the Cantonese advertising attitude of young consumers and elder consumers, it was found that there was no significant difference in Cantonese advertising attitude between the two types of consumers.