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首页> 外文期刊>Frontiers in Psychology >Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising
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Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

机译：好俚语还是坏俚语？在说服广告中嵌入互联网俚语

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摘要

Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye-tracking experiments and the other utilizing questionnaires. We found that using internet slang in advertising significantly increased audience attention compared with standard language, but did not necessarily improve product evaluation and brand awareness for various types of goods. We discovered code-switching effects of psycholinguistics existed in standard language and its variant (internet slang). Our findings can guide advertisers in selecting the embedded language that can be effective in achieving their desired advertising effect. Our findings also indicate that the excessive use of internet slang may have a negative effect on brand and product evaluation.
机译：互联网俚语是一种具有创新和新颖特色的新语言，其使用可以被视为一种创造性广告的形式。因此，将互联网俚语陷入广告，因此可以提高其创造性的质量，并提高对他们所支付的注意力。在这项研究中，我们研究了互联网俚语特征对广告，品牌意识，产品评估和对广告的态度来通过进行两个实证研究，一个利用眼睛跟踪实验和其他利用问卷调查。我们发现，在广告中使用互联网俚语显着增加了观众的注意力与标准语言相比，但并不一定提高各种商品的产品评估和品牌意识。我们发现了在标准语言及其变体（Internet Slang）中存在的精神语言学的代码切换效果。我们的研究结果可以指导广告商在选择可以有效实现所需广告效果方面有效的嵌入语言。我们的研究结果还表明，过度使用互联网俚语可能对品牌和产品评估产生负面影响。

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