中文摘要：

探讨信息框架影响广告态度的作用途径，基于命题可能性模型和心理模型建立假设，即信息框架分别与广告前提侧重点、前提真实性和论证有效性3个因素的交互影响论据强度，进而影响广告态度。通过以学生为被试的3项实验收集数据，采用单因素、多因素方差分析和中介作用分析等统计方法对假设进行检验。研究结果表明，当前提侧重描述问题、前提真实性较低、论证有效时，采用亏损框架宣传的广告较采用得益框架宣传的广告论据强度更高，当前提侧重描述问题解决、前提真实性较高、论证无效时，采用得益框架宣传的广告较采用亏损框架宣传的广告论据强度更高；信息框架通过影响论据强度的中介作用进而影响广告态度。

英文摘要：

This study explores how message framing impacts attitude toward advertisement .Based on proposition-probability model and mental model , the hypotheses that message framing interacts with advertisement′s premise emphasis , premise authenticity and argument validity to influence attitude toward advertisement through argument strength .We conduct three experiments taking college students as participants and tests hypotheses by ANOVA , MANOVA and mediation analysis .Results reveal that when the premise emphasizes problem description , premise authenticity is low and the argument is valid , the advertisement with loss fram-ing owns stronger argument strength , compared with the advertisement with gain framing .When the premise emphasizes problem solving, premise authenticity is high and the argument is invalid , the advertisement with gain framing owns stronger argument strength, compared with the advertisement with loss framing .Furthermore, message framing affects attitude toward advertisement by influencing argument strength as a mediator .