Thank you for your kindness in assisting in the study. The purpose of this questionnaire is to enhance the objectivity in identifying the major/attracting-audience elements of the television commercials (TVCs) of McDonald’s in Hong Kong and Guangzhou.
Please watch the TVCs provided before filling in the questionnaire. You will be asked to name the elements of the TVCs that you recognize and remember, as well as to express your views on the TVCs. Your information given will be kept to academic use only.
多谢您抽出时间完成问卷。这问卷的目的是提升研究中辨别广告元素的客观度。请先看完广告影片，再填写问卷。问卷的题目主要分为‘辨别广告中的元素’及 ‘表达你的观点’两部分。你所提供的答案及资料只会用于学术研究。
Personal Details 个人资料:
1. Age 年龄:
Identify TVC’s elements 辨别广告中的元素
5. From your observation, what major colour tone does the TVC use?
根据您的观察，该广告用了什么主要色调？
| 1 | 2 | 3 | 4 | 5 | X | |
| voice-over 旁白 | ||||||
| chicks 小鸡 | ||||||
| Children 孩童 | ||||||
| Logo of McDonald's 麦当劳商标 | ||||||
| Others (if any, please specify in the following question)其他 （如有，请在下题注明） |
| 1 | 2 | 3 | 4 | 5 | Ｘ | |
| Worthiness of the product 产品价值非凡 | ||||||
| Following/Not interfering with the natural growing process of animals 要遵循动物的自然生长过程 | ||||||
| McDonald's is a humane company 麦当劳是一间人道的公司 | ||||||
| Others(if any, please specify in the following question)其他 （如有，请在下题注明） |
Express your views 表达你的观点/感想
11. Please rate the following statements on a scale of 1-5 (1: totally disagree, 5: totally agree) 请为下列陈述评分 （1：非常不赞成，5：非常赞成）
| 1 | 2 | 3 | 4 | 5 | |
| 1. The TVC has provided me with enough informationabout the product. 该广告提供了足够产品资讯。 | |||||
| 2. I would like to watch the TVC again 我希望再看该广告一遍。 | |||||
| 3. I would like to buy the product after watchingthe TVC 看完该广告后，我希望买当中的产品。 | |||||
| 4. Purchasing McDonald’s products will make me feelhappy 购买麦当劳的产品会让我感到快乐。 | |||||
| 5. Thequality of McDonald’s products is promised麦当劳的产品质量是受到保证的。 | |||||
| 6. McDonald's has high morality. 麦当劳有很高的道德准则。 | |||||
| 7. The content shown in the TVC is a lie. 广告中的内容是一个谎言。 |
Identify TVC’s elements.
12.From your observation, what major colour tone does the TVC use?
根据您的观察，该广告用了什么主要色调？
| 1 | 2 | 3 | 4 | 5 | X | |
| burger 汉堡 | ||||||
| ingredients of burger 制作汉堡的食材 | ||||||
| couple 情侣 | ||||||
| Male Celebrity 男名人 | ||||||
| Female celebrity 女名人 | ||||||
| Price of the food 食品价格 | ||||||
| Others (if any, please specify in the following question)其他 （如有，请在下题注明） |
| 1 | 2 | 3 | 4 | 5 | Ｘ | |
| Individual Happiness 个人快乐 | ||||||
| The products are cheap 产品很便宜 | ||||||
| Others(if any, please specify in the following question)其他 （如有，请在下题注明） |
Express your views 表达你的观点/感想
18. Please rate the following statements on a scale of 1-5 (1: totally disagree, 5: totally agree) 请为下列陈述评分 （1：非常不赞成，5：非常赞成）
| 1 | 2 | 3 | 4 | 5 | |
| 1. The TVC has provided me with enough informationabout the product. 该广告提供了足够产品资讯。 | |||||
| 2. I would like to watch the TVC again 我希望再看该广告一遍。 | |||||
| 3. I would like to buy the product after watchingthe TVC 看完该广告后，我希望买当中的产品。 | |||||
| 4. Purchasing McDonald’s products will make me feelhappy 购买麦当劳的产品会让我感到快乐。 | |||||
| 5. McDonald’s food is cheap麦当劳的食品很便宜。 | |||||
| 6. Thequality of McDonald’s products is promised麦当劳的产品质量是受到保证的。 |
18题 | 被引用0次