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根据语言联想机制,人们在接触广告语言时会形成一些联想,即广告语言形象。本文通过深度访谈法和扎根理论研究提出了广告语言形象的5个维度,通过问卷调研收集534个样本完成探索性因子分析,再通过问卷调研收集1279个样本完成验证性因子分析。结果显示广告语言形象包括6个维度:语言来源地能力形象、语言来源地亲和形象、语言使用者形象、语言的文化亲近形象、语言自身特质形象、语言的语音形象,广告语言形象量表由19个测项构成。对量表预测效度的实验研究发现,广告语言形象对购买意向和产品评价有正向影响,量表的信度和效度通过了检验。研究结论为后续的广告语言研究提供了测量方面的支持。企业开展跨国营销活动时运用广告语言形象量表可以评估和挑选有利于提升广告效果的语言,进而提高管理效率。
According to the language association mechanism, people contact with the advertising language will form some associations, that is, advertising language image. Through deep interview and grounded theory research, this paper proposed five dimensions of advertising language image, collected 534 samples through questionnaire survey to complete exploratory factor analysis, and then collected 1279 samples through questionnaire survey to verify the factor analysis. The results show that the advertising language image includes six dimensions: the image of the language source, the affinity image of the language source, the image of the language user, the cultural closeness of the language, the image of the language itself, the voice image of the language, 19 measurements constitute. The experimental study of the predictive validity of the scale found that the advertising language image has a positive effect on the purchase intention and product evaluation, and the reliability and validity of the scale have passed the test. The conclusion of the study provides the measurement support for the follow-up advertising language research. When transnational enterprises carry out marketing activities, the use of the advertising language image scale can evaluate and select the language that is conducive to enhancing the advertising effectiveness, thereby improving the management efficiency.