CAJ | 학술논문

从产品角度对地方语广告进行研究。本研究将语言熟练度和地域文化认同这两个因素作为控制变量，选取产品卷入度作为调节变量，分别在语音和文本广告两种不同的广告媒介中，研究广告语言（普通话VS粤语）对广告卷入度（认知卷入度VS情感卷入度）的影响机制。结果表明：对于高卷入度产品广告，普通话比粤语产生的广告认知卷入度和情感卷入度都更高；对于低卷入度产品广告，无论广告使用普通话抑或粤语，消费者对广告的认知卷入度都没有显著差异，但粤语比普通话能带来更高的广告情感卷入度。
종산품각도대지방어엄고진행연구。본연구장어언숙련도화지역문화인동저량개인소작위공제변량，선취산품권입도작위조절변량，분별재어음화문본엄고량충불동적엄고매개중，연구엄고어언（보통화VS월어）대엄고권입도（인지권입도VS정감권입도）적영향궤제。결과표명：대우고권입도산품엄고，보통화비월어산생적엄고인지권입도화정감권입도도경고；대우저권입도산품엄고，무론엄고사용보통화억혹월어，소비자대엄고적인지권입도도몰유현저차이，단월어비보통화능대래경고적엄고정감권입도。
To explore the different effects in advertising between standard language and local language, this paper ex amined the above problem from the point of product types. Language proficiency and cultural identity were selected as control variables, and product in volvement was selected as the manipulated variable. Two studies were manipulated to investigate the role of advertising language （ Mandarin vs. Cantonese） in influencing the ads involvement （cognitive involve ment and emotional involvement）, in the voice ads and text ads, respectively. The results showed that：With regard to the high involvement product ads, Mandarin can invoke higher cognitive involvement and emotional involvement than Cantonese. With re gard to the low involvement product ads, there is no significant difference of cognitive involvement be tween Mandarin ads and Cantonese ads, but Canton ese can invoke higher emotional involvement in ads than Mandarin.