CAJ | 학술논문

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。
근거어언련상궤제，인문재접촉엄고어언시회형성일사련상，즉엄고어언형상。본문통과심도방담법화찰근이론연구제출료엄고어언형상적5개유도，통과문권조연수집534개양본완성탐색성인자분석，재통과문권조연수집1279개양본완성험증성인자분석。결과현시엄고어언형상포괄6개유도：어언래원지능력형상、어언래원지친화형상、어언사용자형상、어언적문화친근형상、어언자신특질형상、어언적어음형상，엄고어언형상량표유19개측항구성。대량표예측효도적실험연구발현，엄고어언형상대구매의향화산품평개유정향영향，량표적신도화효도통과료검험。연구결론위후속적엄고어언연구제공료측량방면적지지。기업개전과국영소활동시운용엄고어언형상량표가이평고화도선유리우제승엄고효과적어언，진이제고관리효솔。
According to the Language Association Mechanism,people will produce some associations (i.e.,advertising language image,ALI)when they contact advertising language.By employing the method of the grounded theory,five dimensions were put forward to describe the ALI.Exploratory factor analysis was conducted with 534 questionnaires and confirmatory factor analysis was conducted with 1279 questionnaires.Finally,six dimensions were drawn on, which include the capability image of language origin,the affinity image of language origin,the image of language user, the cultural affinity image of language,the characteristic image of language,and the sound image of language.The inventory of ALI consisted of nineteen items.The inventory is of significant reliability and validity.Especially,the predictive validity of the dimensions was testified by an experiment.It was found that ALI has positive influence on product evaluation and purchase intention.The research findings can provide the support in measurement for advertising language in the future.With the help of ALI,enterprises can consider appropriate languages to enhance the advertising performance and improve the marketing proficiency when they engage in multinational marketing activities.