Zinser O, Freeman J E, Ginnings D K
Psychology Department, East Tennessee State University, Johnson City 37614, USA.
J Drug Educ. 1999;29(2):175-85. doi: 10.2190/XN6Y-99PQ-M8TK-UTHW.
The purpose of this study was to compare the attitude ratings and recall scores of cigarette, alcohol, automobile, deodorant, jeans, soft drink, athletic shoe, breakfast cereal, and fast food restaurant advertisements. Male and female college students rated the advertisements of these product groups on a number of traits--adventurous, eye-catching, appealing, informative, believable, good times, recreational, effectiveness, romantic, athletic, buy product, and honesty. Drawing on their everyday experience, the students also were asked to recall as much about the advertisements from these product groups as they could. The results revealed that the rating and recall scores of the alcohol advertisements were significantly higher than those for the cigarette advertisements and among the highest of all of the advertisement groups. The female recall scores generally were significantly higher than the male recall scores. In contrast to the cigarette advertisements, the high scores of the alcohol advertisements were interpreted to be due in part to the wider distribution alcohol advertising has had. That alcohol advertising ranked among the highest of all of the advertising groups indicates that college students view alcohol advertising very favorably.
本研究的目的是比较香烟、酒精饮料、汽车、除臭剂、牛仔裤、软饮料、运动鞋、早餐麦片和快餐店广告的态度评分及回忆得分。男女大学生对这些产品类别的广告在多个特质上进行评分，这些特质包括冒险、引人注目、有吸引力、信息丰富、可信、带来美好时光、娱乐性、有效性、浪漫、运动、购买产品和诚实。根据他们的日常经验，学生们还被要求尽可能多地回忆这些产品类别的广告内容。结果显示，酒精饮料广告的评分和回忆得分显著高于香烟广告，且在所有广告类别中处于最高水平。女性的回忆得分通常显著高于男性。与香烟广告不同，酒精饮料广告的高分部分归因于酒精广告更广泛的传播。酒精饮料广告在所有广告类别中排名靠前，这表明大学生对酒精饮料广告评价很高。
