长久以来，几乎所有关于拒绝酒驾公益广告的研究都集中在消极信息框架或个人的
构成变量上。然而，中国作为拥有上千年文化历史底蕴的国家，“面子”这一主题在共享
交流中一直难以避免。目前的国内研究对于影响抑制酒驾行为的机理尚缺深入的研究，
还没有从消费者行为学角度，以实验的方法研究社会公益广告中强调不同的酒驾后果对
抑制酒驾行为的影响效果，也就是说，从受众感知信息的角度，以实证的方法来研究面
子信息对禁止酒驾公益广告传播效果的影响，在中国的学术界几乎仍是一个空白
此次研究的目的即是探讨面子信息在反酒驾公益广告中对广告受众的劝说效果的
影响机制。具体而言，本项目的研究目标主要包括：（1）通过实证的方法，比较积极面
子和消极面子的反酒驾公益广告的相对有效性；（2）检验在不同情景下，不同广告信息
的内容的组合中，积极面子拒绝酒驾信息比消极面子信息更有效的情景或内容组合有哪
些。笔者对此开展了两个实验，并且操纵 22 至 60 岁的被试者观看不同信息框架的反酒
驾广告。结果表明，面子效价信息对不醉酒驾驶的意愿有显着的主效应。此外，当受众
观看强调积极面子的促进聚焦的广告信息和积极的能力面子信息时都具有良好的被劝
说效果。面子效价信息、调节聚焦信息和面子类型信息之间对于拒绝酒驾意愿具有三阶
交互作用。本研究将拓展现有的关于拒绝酒驾的公益广告研究，并为政府相关政策措施
的制定以及营销专家和广告设计者提供有益建议，从而更有效引导大众注意道路交通安
全，提高生活幸福感
关键词：拒绝酒驾广告；信息框架；积极面子；消极面子；调节聚焦AbstractAbstract
In the prevalence of wine culture in China, drunk driving has been into a common social
phenomenon. In 2011, China made regulations about anti-drunk driving in the criminal law, in
orderto reduce the drunkdrivingaccident rate. However,the number ofdrunk drivingaccidents
in China has remained high in recent years. And whether there is a more effective and feasible
way to guide the public to reduce the willingness to drink and drive, the existing research has
not yet reached a consensus.
For a long time, almost all research conducted in terms of the persuasiveness on anti-drunk
driving (ADD) advertising has focused on the use of negative message framing or individuals’
construal variables. However, China as a country with thousands of years of cultural history,
face of the theme in the sharing of communication has been difficult to avoid.At present, the
domestic research has not yet studied the mechanism of restraining drunken behavior, and has
not studied the effect of different drunken consequences on the effect of the act of driving wine
from the point of view of consumer behavior. In other words, from the perspective of audience
perception of information, studying the impact of the face of the anti-drunk driving public
service advertising in China is still almost a blank.
The purpose of this study is to explore the impact of face message on the degree of refusal
to persuade anti-drunk driving public service advertisements. Specifically, the objectives of the
project include (1) through the empirical method, more positive face and negative face refused
to drunk driving public advertising relative effectiveness; (2) test after adding other variables
positive face refused to drunk driving information than negative. What is the more effective
case of face information The author carried out two experiments on this, and will be from 22
to 60 years old subjects watched in different information anti-drunk driving ads. The results
show that the face price information has a significant main effect on the willingness to drunk
driving. In addition, when the audience to watch the positive face to promote the focus of
advertising information and positive ability to face information has a good persuasion effect.
Mianzi valence message, self-regulatory message and face type message have a third-way
interaction on the intention of anti-drunk driving. This study will expand the existing public
opinion advertising research on refusal to drunk driving and provide useful advice for the
formulation of relevant government policy measures and marketing experts and advertising
designers to guide the public more attention to road traffic safety and improve the well-being
of life.
Keywords: Anti-drunk Driving (ADD)Advertising, Message frame, Positive Mianzi,
Negative Mianzi, Self-regulatory目 录目 录
摘要..........I
Abstract ...... II
第一章 绪论 ..........5
1.1 研究背景 .5
1.2 国内外研究概况 .6
1.2.1 国内关于酒驾的研究...........6
1.2.2 国内关于公益广告及酒驾宣传的研究.......7
1.2.3 国外关于公益广告及酒驾的研究...8
1.3 论文结构和研究内容 ...10
第二章 文献综述 .14
2.1 劝说信息理论 ...14
2.2 信息框架理论 ...14
2.3 关于“面子”的研究........15
2.4 调节聚焦理论 ...16
第三章 理论框架及假设...16
3.1 “面子”效价信息的主效应.........18
3.2 面子信息与调节聚焦信息的交互作用 ...........19
3.3 积极/消极面子信息、促进/预防聚焦信息与能力/共享面子信息与的三阶交互....20
第四章 基于面子角度的两项实验研究 ......23
4.1 实验一：面子效价信息与调节聚焦信息的交互作用 ...........23
4.1.1 实验设计.....23
4.1.2 被试.23
4.1.3 实验方法与过程.....24
4.1.4 广告信息操纵及检验.........24
4.1.5 因变量.........25
4.1.6 实验结果.....26
4.1.7 实验小结.....27
4.2 实验二：面子效价信息、调节聚焦信息与面子类型信息的三阶交互作用 ...........27
4.2.1 实验设计......
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