唤起与联想：抖音平台上短视频广告的情感强度与叙事结构对品牌记忆的影响

Arousal and Association: The Impact of Emotional Intensity and Narrative Structure of Short Video Advertising on TikTok Platform on Brand Memory

摘要: 随着短视频平台快速普及，抖音成为品牌核心广告投放渠道，如何在十几秒碎片化场景中构建稳固品牌记忆、塑造积极品牌联想，是营销传播领域亟待解决的问题。本研究选取抖音碳酸饮料短视频广告为实验刺激，基于情绪即信息理论、叙事运输理论、联想网络理论，剖析情感强度、叙事结构的独立主效应与二者交互作用，检验品牌记忆、品牌联想的中介传导价值。采用2 (情感强度：高/低) × 2 (叙事结构：故事型/信息型)被试间实验设计，选取4支15秒可口可乐广告开展操纵预测试，招募102名18~35岁高频抖音用户完成问卷实验。结果显示：高情感唤起、故事型叙事均可独立正向提升品牌记忆与品牌联想；二者存在显著交互效应，高情感唤起 + 故事型叙事组合传播效果最优。本研究完善短视频广告记忆形成理论框架，为快消品牌抖音广告协同创意设计提供实证依据。

Abstract: With the rapid popularity of short video platforms, TikTok has become the core advertising channel of the brand. How to build a stable brand memory and shape a positive brand association in a more than ten-second fragmented scene is an urgent problem to be solved in the field of marketing communication. This study chooses TikTok carbonated drink short video advertisements as an experimental stimulus. Based on the theory of emotion, information, narrative transportation theory and association network theory, it analyzes the independent main effect of emotional intensity and narrative structure and the interaction between the two, and tests the intermediary transmission value of brand memory and brand association. Adopt 2 (emotional intensity: high/low) × 2 (narrative structure: story-type/information-type) experimental design in the subject room, select 4 15-second Coca-Cola advertisements to carry out manipulation pre-tests, and recruit 102 18~35-year-old high-frequency TikTok users to complete the questionnaire experiment. The results show that high emotional arousal and story-based narrative can independently positively improve brand memory and brand association; the two have significant interactive effects, and the combination of high emotional arousal + story-based narrative has the best communication effect. This research improves the theoretical framework for the formation of short video advertising memory, and provides an empirical basis for the collaborative creative design of TikTok advertising of fast-moving consumer brands.