王岑,赵文博,董雨姝

• 1:山东大学新闻传播学院
• 2:复旦大学新闻学院

摘要(Abstract)：

将神圣价值观融入品牌广告已成为日益普遍的现象，但其合理性与有效性却鲜少得到系统性的审视。本研究以中国市场的爱国情怀营销为切入点，通过两项2×2组间实验设计(n=504),探究爱国型广告对爱国主义价值观神圣性感知的影响机制。实验一发现，相较于功能型广告，爱国型广告会显著削弱消费者对爱国主义神圣性的感知，且该效应受个体面子意识与产品使用场景的调节。实验二进一步揭示，当企业社会责任与爱国主题高度契合时，商业传播中的价值观运用反而可能强化其神圣属性。本研究揭示了广告营销中借用价值观所引发的复杂伦理效应，并厘清了价值观得以良性运用的边界条件，为企业在品牌传播中审慎使用神圣价值观提供了理论支撑与实践启示。

关键词(KeyWords)： 广告社会效果;神圣价值观;面子意识;企业社会责任

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 王岑,赵文博,董雨姝

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