科学与商业——科技类信息对于商业广告的作用研究

Science and Commercial——Research on Commercail Effects on Scientific Information In Advertising

摘要:

科技类信息作为当下社会中不可忽视的一类信息，其在各类的社会运转中承担了重要的作用。本文以商业广告为切入点，讨论了科技类信息与商业之间的关系，观测科技类信息对于商业具有的推动作用。本研究采用了控制实验的方法，选取了日化用品商业广告作为实验研究样本，并选取了50名被试，观测其在观看不同科技类信息含量的日化用品商业广告后的态度，以对商业广告中科技类信息的微观商业传播效果进行研究。并对商业广告中科技类信息对于整体商业环境以及整体商业环境中科技知识的流通，科技创新氛围的营造等方面进行讨论。

关键词:商业广告、科技类信息、传播效果、购买倾向

Abstract:

This research uses the method of control test and chooses the daily chemicals adverting as test samples. By testing 50 subjects, this research measures those subjects’ attitudes toward daily chemicals advisements with different content of scientific information. And then with those results, this research analyses the commercial effects on scientific information in advertising and the effects on the whole commercial environment, scientific information communicating and the constructing of scientific innovation atmosphere.

Key words:Commercial Advertising, Scientific Information, Communication Effect, Purchase Predisposition