网络商业广告的罪恶感诉求论析
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摘要
罪恶感诉求是商业广告负面情绪诉求常用的营销沟通方式,但其对营销效果的双刃剑效应常常被忽视。通过从淘宝与京东网络平台筛选出345条广告样本,深入解读其中的罪恶感诉求,全面探讨罪恶感诉求的类型、信息框架、在网络商业广告中的构成情况及其交叉关系。研究发现:反应性罪恶感在网络商业广告中最为常见且往往含有伤害性,预期性罪恶感在内容上倾向于受众本可以避免的事物,存在性罪恶感则未统计到;问题陈述和利益受损者视角分别是最常见的广告文本和视觉信息,就罪恶感诉求水平而言广告整体应用较为适宜。网络商业广告的罪恶感诉求研究,可以帮助人们理解网络商业广告中罪恶感诉求的内容,也可为罪恶感诉求的合理运用提供合理的参考。
The guilt appeal is a widely-used technique of negative emotional appeals in advertising,but the fact that it has negative effects besides positive ones is often neglected. Therefore,based on the content analysis method,this study explores the guilt appeal used in the 345 online commercial advertisements selected from Taobao.com and JD.com. We studied the types,the information framework,the proportion of guilt appeals in online commercial advertising and the relation between the two.We found that reactive guilt is most common target in online commercials and it usually has negative effects. The anticipated guilt tends to be related to avoidable subjects,and ontological guilt were not found. Problem statement and victim approach are common in advertising texts and visual information. Moreover,the proportion of guilt used in advertising is moderate.The research promotes the understanding of the guilty appeals in commercial advertising,hoping to provide a reference for the rational use of guilt appeals.
The guilt appeal is a widely-used technique of negative emotional appeals in advertising,but the fact that it has negative effects besides positive ones is often neglected. Therefore,based on the content analysis method,this study explores the guilt appeal used in the 345 online commercial advertisements selected from Taobao.com and JD.com. We studied the types,the information framework,the proportion of guilt appeals in online commercial advertising and the relation between the two.We found that reactive guilt is most common target in online commercials and it usually has negative effects. The anticipated guilt tends to be related to avoidable subjects,and ontological guilt were not found. Problem statement and victim approach are common in advertising texts and visual information. Moreover,the proportion of guilt used in advertising is moderate.The research promotes the understanding of the guilty appeals in commercial advertising,hoping to provide a reference for the rational use of guilt appeals.
引文
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[3]]Huhmann B A,Brotherton T P.A content analysis of guilt appeals in popular magazine advertisements[J].Journal of Advertising,1997,26(2):35-45.
[4]Wen T A.A content analysis of guilt appeals in animal welfare campaigns[D].Iowa:Iowa State University,2016.
[5]孙仁喆.浅析恐惧诉求广告及其强度的调节手法[J].大众文艺,2015(9):113-113.
[6]叶晖,姚可欣.恐惧诉求广告的传播特性及效果[J].青年记者,2013(29):88-89.
[7]费显政,杨辉,游艳芬.基于扎根理论的内疚诉求广告机理研究[J].营销科学学报,2013,9(3):60-79.
[8]Gans J S,Groves V.Carbon Offset Provision with Guilt‐Ridden Consumers[J].Journal of Economics&Management Strategy,2012,21(1):243-269.
[9]Goldsmith k,Cho E K,Dhar R.When guilt begets pleasure:the positive effect of a negative emotion[J].Journal of Marketing Research,2012,49(6):872-881.
[10]Haynes P,Podobsky S.Guilt-free food consumption:one of your five ideologies a day[J].Journal of Consumer Marketing,2016,33(3):202-212.
[11]Burnett M S,Lunsford D A.Conceptualizing guilt in the consumer decision-making process[J].Journal of Consumer Marketing,1994,11(3):33-43.
[12]Richard R,Van Der Pligt J,De Vries N.Anticipated regret and time perspective:Changing sexual risk‐taking behavior[J].Journal of Behavioral Decision Making,1996,9(3):185-199.
[13]Nelissen R M A,Breugelmans S M,Zeelenberg M.Reappraising the moral nature of emotions in decision making:The case of shame and guilt[J].Social and Personality Psychology Compass,2013,7(6):355-365.
[14]Vangelisti A L,Daly J A,Rae Rudnick J.Making people feel guilty in conversations:Techniques and correlates[J].Human Communication Research,1991,18(1):3-39.
[15]Chang C T.Are guilt appeals a panacea in green advertising?The right formula of issue proximity and environmental consciousness[J].International Journal of Advertising,2012,31(4):741-771.
[16]Macpherson E A,Ransom S.Effects of vision,listener head movement,and target location on spatial selective auditory attention[J].The Journal of the Acoustical Society of America,2018,143(3):1813-1813.
[17]Bukowski H,Samson D.Can emotions influence level-1visual perspective taking?[J].Cognitive neuroscience,2016,7(1-4):182-191.
[18]Jaros?aw Jankowski,Jaros?aw W?tróbski,Pawe?Ziemba.Modeling the impact of visual components on verbal communication in online advertising[M].Computational Collective Intelligence.Springer,Cham,2015:44-53.
[19]Stemler S E.Content analysis[J].Emerging Trends in the Social and Behavioral Sciences:An Interdisciplinary,Searchable,and Linkable Resource,2015:1-14.
[20]Turner M M,Underhill J C.Motivating emergency preparedness behaviors:the differential effects of guilt appeals and actually anticipating guilty feelings[J].Communication Quarterly,2012,60(4):545-559.
[21]Yates D,Moore D S,Starnes D S.The practice of statistics:TI-83/89 graphing calculator enhanced[M].Macmillan,2002.
[2]Gayatri S A.Advertising appeals in magazine:a framing study[D].California:San Jose State University,2008.
[3]]Huhmann B A,Brotherton T P.A content analysis of guilt appeals in popular magazine advertisements[J].Journal of Advertising,1997,26(2):35-45.
[4]Wen T A.A content analysis of guilt appeals in animal welfare campaigns[D].Iowa:Iowa State University,2016.
[5]孙仁喆.浅析恐惧诉求广告及其强度的调节手法[J].大众文艺,2015(9):113-113.
[6]叶晖,姚可欣.恐惧诉求广告的传播特性及效果[J].青年记者,2013(29):88-89.
[7]费显政,杨辉,游艳芬.基于扎根理论的内疚诉求广告机理研究[J].营销科学学报,2013,9(3):60-79.
[8]Gans J S,Groves V.Carbon Offset Provision with Guilt‐Ridden Consumers[J].Journal of Economics&Management Strategy,2012,21(1):243-269.
[9]Goldsmith k,Cho E K,Dhar R.When guilt begets pleasure:the positive effect of a negative emotion[J].Journal of Marketing Research,2012,49(6):872-881.
[10]Haynes P,Podobsky S.Guilt-free food consumption:one of your five ideologies a day[J].Journal of Consumer Marketing,2016,33(3):202-212.
[11]Burnett M S,Lunsford D A.Conceptualizing guilt in the consumer decision-making process[J].Journal of Consumer Marketing,1994,11(3):33-43.
[12]Richard R,Van Der Pligt J,De Vries N.Anticipated regret and time perspective:Changing sexual risk‐taking behavior[J].Journal of Behavioral Decision Making,1996,9(3):185-199.
[13]Nelissen R M A,Breugelmans S M,Zeelenberg M.Reappraising the moral nature of emotions in decision making:The case of shame and guilt[J].Social and Personality Psychology Compass,2013,7(6):355-365.
[14]Vangelisti A L,Daly J A,Rae Rudnick J.Making people feel guilty in conversations:Techniques and correlates[J].Human Communication Research,1991,18(1):3-39.
[15]Chang C T.Are guilt appeals a panacea in green advertising?The right formula of issue proximity and environmental consciousness[J].International Journal of Advertising,2012,31(4):741-771.
[16]Macpherson E A,Ransom S.Effects of vision,listener head movement,and target location on spatial selective auditory attention[J].The Journal of the Acoustical Society of America,2018,143(3):1813-1813.
[17]Bukowski H,Samson D.Can emotions influence level-1visual perspective taking?[J].Cognitive neuroscience,2016,7(1-4):182-191.
[18]Jaros?aw Jankowski,Jaros?aw W?tróbski,Pawe?Ziemba.Modeling the impact of visual components on verbal communication in online advertising[M].Computational Collective Intelligence.Springer,Cham,2015:44-53.
[19]Stemler S E.Content analysis[J].Emerging Trends in the Social and Behavioral Sciences:An Interdisciplinary,Searchable,and Linkable Resource,2015:1-14.
[20]Turner M M,Underhill J C.Motivating emergency preparedness behaviors:the differential effects of guilt appeals and actually anticipating guilty feelings[J].Communication Quarterly,2012,60(4):545-559.
[21]Yates D,Moore D S,Starnes D S.The practice of statistics:TI-83/89 graphing calculator enhanced[M].Macmillan,2002.