媒体多任务行为中的信息加工机制与广告诉求策略
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摘要
媒体传播环境的变化导致了媒体多任务行为的流行,并由此引发了媒体信息的传播流程再造。在媒体多任务行为情境下,受众对于媒体信息的认知加工发生很大转变,导致了人们对广告传播效果产生担忧。要对这一问题作出科学判断,需要厘清媒体多任务情境中的信息加工机制和广告说服特点,并通过转移信息重心、把握受众特征、创造边缘说服机会和均衡好投放的"质"与"量"等途径提升广告传播效果。
The change of media environment has caused the popularity of media multi-tasking behavior,thus leads to the reconstruction of communication process. In such context,effect of traditional advertisement is questioned for people's cognitive processing of information might have changed to a great extent. This research,clarifies persuading mechanism of advertising in such context,and proposes strategies improving advertising effects including changing the key point of information,knowing characteristics of the audience,creating opportunities for peripheral route persuasion,and balancing quality and quantity of advertisement.
The change of media environment has caused the popularity of media multi-tasking behavior,thus leads to the reconstruction of communication process. In such context,effect of traditional advertisement is questioned for people's cognitive processing of information might have changed to a great extent. This research,clarifies persuading mechanism of advertising in such context,and proposes strategies improving advertising effects including changing the key point of information,knowing characteristics of the audience,creating opportunities for peripheral route persuasion,and balancing quality and quantity of advertisement.
引文
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[2]Brasel S A,Gips J. Media Multitasking Behavior:Concurrent Television and Computer Usage[J]. Cyberpsychology Behavior&Social Networking,2011,14(9):527.
[3]苑新群.大学生媒体多任务与心理健康的关系[D].首都师范大学,2014:22.
[4]Lang A. The Limited Capacity Model of Mediated Message Processing[J]. Journal of Communication,2010,50(1):46-70.
[5]Jayasinghe L,Ritson M. Everyday Advertising Context:An Ethnography of Advertising Response in the Family Living Room[J].Journal of Consumer Research,2013,40(1):104-121.
[6]王锡苓.“使用与满足”理论在广告运动中的应用[J].西北师范大学学报(社会科学版),2000(6):117-120.
[7]Hwang Y,Kim H J,Jeong S H. Why do media users multitask?:Motives for general,medium-specific,and content-specific types of multitasking[J]. Computers in Human Behavior,2014,36(2):542-548.
[8]Duff B R L,Yoon G,Wang Z,et al. Doing It All:An Exploratory Study of Predictors of Media Multitasking[J]. Journal of Interactive Advertising,2014,14(1):11-23.
[9]Petty R E,Cacioppo J T,Schumann D. Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement[J]. Journal of Consumer Research,1983,10(2):135-146.
[10]Foehr U G. Media Multitasking among American Youth:Prevalence,Predictors and Pairings[J]. Henry J Kaiser Family Foundation,2006:39.