Effects Of Advertising Language, Advertising Appeals And Product Involvement On Advertising Psychological Effectiveness

In recent years, dialect communications are introduced to different marketing activities, which use authentic dialect accent and interesting rhetoric to carry out the campaign, offering creative new ideas and new profit growth points for the advertising industry. But little domestic researches on dialect advertising are showing the embarrassing situation that practice prior to the theory. This thesis focuses on discussing the influencing factors and action mechanism of different dialect advertisements.Study 1 employed 2(advertising language: mandarin ads and Suzhou dialect ads) * 2(appeals: emotional appeal and rational appeal) * 2(product involved: high involvement and low involvement) mixed design. 60 Suzhou natives were selected as subjects, with the subjective judgment method to explore the interaction on advertising effects of advertising language, advertising appeal and product involvement.Study 2 using subjective judgment, questionnaires, experiments measured the subjects ’ advertising evaluation, place attachment and dialect familiarity. Through data analysis, validations of place attachment theory and language information processing theory of dialect advertisements were checked, and the effect size of these two advertising language theories on advertisement effects were compared.The results indicated that:(1) Dialect advertising produced better advertising perception and advertising attitude, but no significant effect on purchase intention.(2) Emotional appeals advertising produced better advertisement cognition, advertising attitude and purchase intention.(3) High involvement products produced better advertisement cognition, but no significant effects on advertising attitude and purchase intention.(4) Advertising language, advertising appeal and product involvement three interaction on the advertising attitude is significant, but no significant roles in the advertisement cognition and purchase intention. In Suzhou dialect advertisement, for low involvement products, the audience more easily form a positive attitude toward the emotional appeal ads. In mandarin advertising, for the high involvement products, the audience more easily form a positive attitude toward the rational appeal ads.(5) Advertising language information processing theory and place attachment theory apply to Chinese dialect advertising, and the language information processing theory has more explanatory power than the place attachment theory.