Question

请高手帮忙看看这段摘要如何翻译，在线等！谢谢！

This study examines how advertising creativity affects consumer processing and response. First, traditional hierarchy-of-effects (HOE) models are reviewed and then augmented with new developments in advertising and persuasion research to identify five major stages: brand awareness, brand learning, accepting/rejecting ad claims, brand liking, and brand intentions. Theoretical links are identified that predict ad creativity will impact 13 key variables in all five HOE stages. An experiment is conducted that manipulates the two major determinants of ad creativity: divergence and relevance. Results confirm the expected divergence-by-relevance interaction effect for 12 of the 13 variables demonstrating the potency of creative ads (and the ineffectiveness of ads with low creativity). In addition, a test is conducted using structural equations modeling (SEM) to see whether all the effects of ad creativity are mediated through each successive HOE stage. Results show that the HOE's assumptions hold up reasonably well, although divergence is powerful enough to exert direct (unmediated) effects on brand awareness and brand liking.

Answer 1

本研究探讨如何影响消费者的广告创意处理和反应。首先，传统的层次结构的效果（和HOE）模型进行审查，然后在广告和说服研究，以确定新的发展增强五个主要阶段：品牌知名度，品牌学习，接受/拒绝广告声称，品牌喜好，品牌的意图。理论联系确定了预测的广告创意将影响所有5个阶段，13和HOE关键变量。实验是进行操纵的两个主要因素的广告创意：分歧和相关性。结果确认为13个展示了（创意广告效力变数12预期分歧按相关的互动效应和低创意的广告无效）。此外，测试是采用结构方程模型（SEM），看看是否所有的广告创意的影响是通过每个阶段的连续和HOE介导的。结果表明，锄头的假设保持相当不错的，虽然分歧是直接施加足够强大的品牌意识和品牌喜好（无中介）的影响。

Answer 2

这个太专业了，偶翻译不了，汗，，