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由于文化教育、经济等环境因素的不同,使大陆和台湾两地的广告出现一些不同的特点,本文通过实验法来证明了海峡两岸的受众对广告的不同反应。大陆受众对两个版本的广告的评价没有显著差异,而台湾受众在却显著偏爱台湾版本的广告。在对比海峡两岸受众对两个广告的反应时,对台湾版广告的反应上没有差异,但对大陆版本的广告却有显著的不同,台湾受众的评价值明显比大陆受众的评价值低。此外,在品牌的态度以及购买意向上两岸受众也表现出一定的差异。
Due to different cultural factors such as education, economy and other environmental factors, advertisements in mainland China and Taiwan appear to have some different characteristics. This article uses experimental methods to prove the audiences’ different responses to advertisements across the Taiwan Strait. The mainland audience did not significantly differ from the two versions of their ads, while Taiwanese audiences significantly favored the Taiwanese version of the ads. When comparing the responses of the two sides of the Taiwan Strait to the two advertisements, there was no difference in response to the Taiwan version of the advertisement, but there was a significant difference in the version of the mainland advertisement. The audience rating in Taiwan was significantly lower than that of the mainland audience. In addition, the cross-Strait audience also showed some differences in brand attitude and purchase intention.