중국 웹 예능 속 창의중차 광고에 대한 시청자의 심리적 반발: 광고-프로그램 맥락 일치성과 삽입 위치의 효과를 중심으로

초록

This study focuses on the characteristics and effect of creative interpolation advertising, a new advertising form that appeared in Chinese web entertainment programs recently. Based on the psychological reactance theory and contextual effect theory, this study aims to examine the effect of advertising-program contextual consistency and advertising placement position on persuasive threats, program viewing threats, and psychological reactance. The researchers conducted a 2×2 group experiments on 200 first-year students of Hubei University in China. The effect on the persuasive threats of advertisements felt by viewers, both the advertising-program contextual consistency and advertising placement position are meaningless. On the other hand, the effects of these two factors on the program viewing threats and psychological reactance are similar. In addition, this paper verified the effects of advertising persuasion threat and program viewing threat on psychological reactance, and the results showed that persuasion threat was negative and viewing threat was positive.

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