...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of advertising research >Take Your Pick: Kate Moss or the Girl Next Door? The Effectiveness of Cosmetics Advertising
【24h】

Take Your Pick: Kate Moss or the Girl Next Door? The Effectiveness of Cosmetics Advertising

机译：选择：凯特·莫斯（Kate Moss）还是隔壁的女孩？化妆品广告的有效性

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In the last several years, marketers have started to use "nonidealized" models in advertisements (i.e., "Dove's Campaign for Real Beauty"). Little is known, however, about the effects of "nonidealized" advertising on consumers and whether this type of advertising-when compared to idealized advertising-is truly beneficial for the branded products promoted in these ads. Based on a sample of 347 French women exposed to either idealized or "nonidealized" models, the authors established that the way these advertising models have an effect on brand responses-specifically, the attitude toward (and the purchase intention of) a brand-operates through a dual-process model. When a viewer had a high sense of self-esteem, it was crucial that both processes be understood simultaneously: the effect of the portrayed model's body image on the brand responses can be suppressed by the model-evaluation process. The authors also note that consumers' ages influenced the self-evaluative process following a quadratic function. Their place of residence (i.e., urban versus rural) influenced the self- and model-evaluation processes.
机译：在过去的几年中，营销人员已开始在广告中使用“非理想化”模型（即“ Dove's Campaign for Real Beauty”）。但是，关于“非理想化”广告对消费者的影响以及这种广告（与理想化广告相比）是否真的对这些广告中推广的品牌产品真正有益，鲜为人知。基于对347名法国妇女进行理想化或“非理想化”模型曝光的抽样调查，作者确定这些广告模型对品牌反应的影响方式，特别是对品牌经营者的态度（以及购买意图）的影响通过双过程模型。当观看者具有很高的自尊心时，至关重要的是同时理解这两个过程：模型评估过程可以抑制所描绘的模型的身体形象对品牌反应的影响。作者还指出，消费者的年龄影响二次函数后的自我评价过程。他们的居住地（即城市与农村）影响了自我评估和模型评估过程。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号