ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2015, Vol. 23 ›› Issue (11): 2001-2008.doi: 10.3724/SP.J.1042.2015.02001

• 研究前沿 • 上一篇    下一篇

叙事传输理论与说服机制：以叙事型公益广告为例

李启毅;胡竹菁;王鑫强;刘晓雪   

  1. (江西师范大学心理学院, 南昌市, 330027)
  • 收稿日期:2014-09-30 出版日期:2015-11-15 发布日期:2015-11-15
  • 通讯作者: 胡竹菁, E-mail: huzjing@jxnu.edu.cn; 王鑫强, E-mail: xinqiangw101@163.com
  • 基金资助:

    国家自然科学基金项目(31460252)、江西省社会科学研究“十二五”规划项目(14JY13)和江西省艺术科学规划项目(YG2014119)资助。

Narrative Transportation and Persuasion Mechanisms: Taking Narrative Public Service Advertisings as Example

LI Qiyi; HU Zhujing; WANG Xinqiang; LIU Xiaoxue   

  1. (School of Psychology, Jiangxi Normal University, Nanchang 330027, China)
  • Received:2014-09-30 Online:2015-11-15 Published:2015-11-15
  • Contact: HU Zhujing, E-mail: huzjing@jxnu.edu.cn; WANG Xinqiang, E-mail: xinqiangw101@163.com

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摘要：

故事是一种强有力的说服方式, 叙事传输(Narrative Transportation)是故事说服效应的主要机制。文章以叙事型公益广告为例, 详细介绍了叙事传输理论。叙事传输是一个整合了注意、情感和意象的独特心理过程, 通过减少负面认知反应、喜爱和认同故事角色、产生近乎真实的临场感以及唤起强烈的情绪反应来改变人们的态度和信念。文章从剂量效应、寓教于乐、与民族文化相匹配、满足审美需求方面指出叙事传输理论对叙事型公益广告的启示作用。未来研究应着眼于叙事传输的具身认知观、叙事传输与分析加工的实证性比较、叙事媒体与个人的匹配以及故事的公式化。

关键词: 说服, 故事, 叙事传输, 态度, 行为, 叙事型公益广告

Abstract:

Story is a strong persuasion, which story persuasion effect carries narrative transportation as the main mechanism. Public-service ads are taken as example to introduce narrative transportation theory in this paper. Narrative transportation is a unique mental process that integrates attention, feeling and imagery. Besides, it changes people’s attitudes and beliefs by reducing negative cognition, liking and identifying story characters, creating immersive presence and triggering strong emotional reactions. The article indicates the enlightenment of narrative transportation on public-service ads from the aspects of dose- response effects, edutainment, matching with the national culture and meeting the aesthetic needs. Finally, future studies are advised conducting from narrative transportation with embodied cognition view, empirical comparison between narrative transportation and process analysis, narrative media matching with individual and the formulation of the stories.

Key words: persuasion, story, narrative transportation, attitude, behaviors, narrative public serving ads