3279 
2929广告动态感是指广告包含实际动态或隐含动感，分别称为动态广告和动感广告。动态广告通常采用动态视觉形式展现广告对象，而动感广告则通过在静态广告中增加动感元素来制造隐含动感。本文首先对动态广告和静态的动感广告概念进行了辨析，同时总结概括了两者的异同。随后，本文重点总结了广告动态感的营销效果，主要包括对特定属性感知的影响以及对整体态度与行为偏好的影响两个方面，并归纳了影响广告动态感作用效果的产品相关因素、营销传播相关因素和消费者相关因素。接下来，本文总结出其背后的主要机制，即情绪机制、联想机制和参与机制。在此基础上，本文提出了有关广告动态感的未来潜在研究方向，以期促进未来相关学术研究和商业实践的发展。
广告动态感的营销效果及其影响因素和作用机制
摘要
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引用本文
初星宇, 唐刘露, Dickson Tok, 等. 广告动态感的营销效果及其影响因素和作用机制[J]. 外国经济与管理, 2022, 44(10): 104-116.
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