Cultural cues in advertising: Context effects on perceived model similarity,identification processes,and advertising outcomes.

详细信息   

• 作者：Hoplamazian ; Gregory J.
• 学历：Doctor
• 年：2011
• 导师：Appiah, Osei,eadvisor
• 毕业院校：Ohio State University
• Department：Communication
• ISBN：9781124927107
• CBH：3479775
• Country：USA
• 语种：English
• FileSize：989079
• Pages：123

文摘

Using Kelmans 1961) identification model of social influence as a theoretical framework, this dissertation consists of two studies designed to test the impact of cultural cues in advertising on perceived similarity with advertising characters, and determine whether these cues impact advertising responses e.g. attitude toward the ad, purchase intentions). In Study 1 subjects viewed an advertisement where the advertising characters race Black, White, ambiguous) and racial cultural cues White mainstream cues, Black cues) were experimentally controlled so that each participant viewed one of six versions of the advertisement. Results supported the identification framework, as subjects reported more positive responses to ads featuring White cultural cues compared to Black cultural cues. Interestingly, character race had little effect on how participants responded to the ads, which indicates context cues played a larger role in inferring identification with a source, compared to the racial background of the model. Study 2 replicated the design of Study 1, employing political cultural cues instead of racial cultural cues. Researchers suggest that in order for context cues such as racial or political cues in an advertisement) to influence perceptions of a source advertising character), the source must be ambiguous along the context dimension racial background, political affiliation). The use of political cultural cues ensured all character were ambiguous on this context dimension. Study 2 results also supported the identification framework, as participants responded more positively to the character and advertisement when the political cues present were congruent with their own political affiliation. For example, Democrats exposed to ads with Democratic party cues reported greater similarity and identification with the ad model, and more positive ad evaluations compared to Democrats exposed to Republican party cues. As in Study 1, character race had little effect on how viewers responded to the ads. Taken together these studies indicate that for White consumers, background cues which allow one to identify with ad characters play a much larger role in influencing ad processing and effectiveness than the race of the ad models.