| 摘要: |
| 广告接受度是人们通过接触广告信息而形成的对广告总体评价的主观态度倾向,也是人们由于接触广告而唤起的各种对广告积极和消极的认知、情感、意动的反映。多数研究者认为,广告接受度将会直接或间接对消费者的购买产生影响。 |
| 关键词: 传统性 开放性 广告主题 广告情感接受度 |
| DOI： |
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| Research into feeling acceptance degree of different advertising themes |
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MA Li
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| Abstract: |
| Advertising acceptance degree is the subjective propensity of the people to evaluation of the advertisement after contacting the advertising information and is also the active or passive reflection of recognition,feeling and thinking on all kinds of advertisements.Most of scholars think that the ad- vertising acceptance degree can directly or indirectly influence the purchase of the consumers. |
| Key words: tradition openness advertising theme advertising feeling acceptance degree |
