Research On The Influence Of Deprecating Adverting On Consumer's Attitud

In 2016,buzzwords with despair,decadence and negative emotions were keeping appearing on the Internet,which seemed to resonate especially with younger groups.The network subculture with negative emotions-“sang culture” has become so popular.In order to cater to the audience's pursuit of this negative emotion and the public's enthusiasm for consumption “decadence”,the appeal of “sang culture” has also begun to appear in the advertisement,which has become a new marketing method for enterprises.This article finds that the same use of "sang culture" as a gimmick with deprecating advertising,the public has shown different attitudes.At present,the application research on “sang culture” in marketing is still in its early stage,and no in-depth research has been conducted on.Based on the current research status and realistic background,this paper deeply explores the specific impact mechanism of deprecating advertising copy on audience attitude.Traditional advertisements are mostly expressed as positive interests,while deprecating advertisements are a form of negative emotional appeals,which is characterized by deprecating language stimulation of audience perception of negative decadence to generate resonance and compensation.In this study,by reviewing the previous deprecating humor research,the deprecating advertisements are divided into self-deprecating advertisements and accused advertisements.Based on the benign conflict theory,two deprecating advertisement boundary conditions are defined.The hypothesis was validated by designing mixed experiments,using experimental methods such as analysis of variance and paired sample T test to explore the mediating effects of perceived interest and self-threat,as well as the effects of self-esteem level regulation.The results of the experimental statistical analysis in this study support the hypothesis.For two deprecating advertisements,self-deprecating advertisements and other-deprecating advertisements,self-deprecating advertisements have a more positive impact on audience attitudes;different levels of self-esteem are different,and there are differences in attitudes toward deprecating advertisements,for self-deprecating advertisements.In terms of the level of self-esteem,there is no significant difference in the attitude of the audience.For accused advertising,the low self-esteem level has a significantly stronger influence on the audience attitude than the high self-esteem level,and the deprecating advertisement is subject to the perceived interest and self-threat.Based on the research background of "sang culture" and the existing marketing practice,this research puts forward the concept of deprecating advertising,and deeply analyzes its influence mechanism on audience attitude,enriches the research on deprecating humor theory,and expands the research on advertising type.This study provides marketing ideas for enterprises,which helps to understand the influence mechanism of deprecating advertisements on audience attitudes in the context of “sang culture” and provides decision-making basis for corporate advertising practice.