Young People's Attitudes on Art Infusion Advertising on Social Media:  Focus Groups with Chinese Students

Peng, Huihui

Young People's Attitudes on Art Infusion Advertising on Social Media: Focus Groups with Chinese Students

dc.contributor.author	Peng, Huihui	en
dc.contributor.committeechair	Ivory, Adrienne Holz	en
dc.contributor.committeemember	Waggenspack, Beth M.	en
dc.contributor.committeemember	Ivory, James Dee	en
dc.contributor.department	Communication	en
dc.date.accessioned	2017-07-20T08:00:47Z	en
dc.date.available	2017-07-20T08:00:47Z	en
dc.date.issued	2017-07-19	en
dc.description.abstract	In China, advertisements posted by online influencers on social media platforms have become a new trend of marketing. Through the lenses of art-infusion theory and the entertainment overcoming resistance model, this study focuses on a specific advertisement posted by a Chinese online influencer and explores whether this advertisement appeals to Chinese young people and why. Five focus group sessions were conducted with 29 Asian college students to explore the impact of artwork in advertising on participants' attitudes toward the ad and the advertised product. The results showed that 1) participants' attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising. The findings of the study suggest practical implications for advertising professionals as well as art promoters.	en
dc.description.abstractgeneral	Mengzhe Gu, as one of the most popular online influencers with over one million followers on Chinese social media, applies a special advertising tactic in his blog advertisement: he associates background stories of artists or paintings with advertised products. Despite the popularity of these ads, researchers have not yet investigated the effectiveness of these ads or explored the reason why these ads appeal to the audience. This paper thus aims to explore whether Gu’s advertisement appeals to people and why. We conducted five focus group sessions to discuss the impact of artwork and entertainment features in Gu’s advertising with 29 Chinese students. The results showed that 1) participants’ attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising.	en
dc.description.degree	Master of Arts	en
dc.format.medium	ETD	en
dc.identifier.other	vt_gsexam:12468	en
dc.identifier.uri	http://hdl.handle.net/10919/78373	en
dc.publisher	Virginia Tech	en
dc.rights	In Copyright	en
dc.rights.uri	http://rightsstatements.org/vocab/InC/1.0/	en
dc.subject	Advertising	en
dc.title	Young People's Attitudes on Art Infusion Advertising on Social Media: Focus Groups with Chinese Students	en
dc.type	Thesis	en
thesis.degree.discipline	Communication	en
thesis.degree.grantor	Virginia Polytechnic Institute and State University	en
thesis.degree.level	masters	en
thesis.degree.name	Master of Arts	en