中文摘要：

软文正日渐获得企业和学术界的重视。现实中,常常出现一个平面媒体上同时登载某品牌软文和该品牌广告或竞争品牌广告的情景。此时,软文和互补广告是否能够达到＂双剑合璧＂的效果？竞争广告是否一定会抑制软文的沟通效果？论文通过两个实验,深入分析和比较软文和互补广告及竞争广告的联合沟通效果。研究发现,软文和平面广告联合发布过程中,软文与互补广告的联合沟通效果并不一定高于与竞争广告的联合沟通效果。对于不熟悉品牌,软文和互补广告的联合沟通效果好于和竞争广告的联合沟通效果;对于熟悉品牌,软文和互补广告的联合沟通效果与和竞争广告的联合沟通效果没有显著差异,甚至在趋势上软文和竞争广告的联合沟通效果更好。

英文摘要：

Advertorial has received considerable interest over the last few years.However,what is often neglected is the interactions between advertorial and print ad in the same print media.The present study was designed to fill this gap by using two controlled experimental designs to assess and compare the joint effect of ＂ advertorial ＋ complementary ads＂ versus ＂ advertorial ＋ competitive ads＂.The results indicated that the joint effect of advertorial and complementary ads is not always better than that of advertorial and competitive ads.For an unfamiliar brand,the joint effect of ＂ advertorial ＋ complementary ads＂ is significantly better than ＂ advertorial ＋ competitive ads＂.For a familiar brand,the difference is not significant and even the ＂ advertorial ＋ competitive ads＂ tends to be better.