Construct and Scale of Advertising Language Image

摘要

The construct of advertising language image is proposed by literature analysis and depth interview. As a result of empirical study, the scale of advertising language image is developed, and five dimensions of advertising language image are discovered: elegant, intimate, benevolent, interesting and sincere. The internal consistency reliability, retest reliability, construct validity, content validity, criterion validity and predictive validity of the scale are tested and verified. The usefulness of the scale is also proved in the marketing practice of Skyworth India. The results could be workable for decision making during advertising in multi-language cultural environment.