关于rcjj里的竞争性广告

athen

As mentioned earlier, research concerning the relative effective-ness of comparative to noncomparative advertising has not been consistent. 如前所述， 对比[比较性广告]和[非比较性广告]的一些有关研究结论并不一致。   This is largely due to various influencing factors as well as the methodologies used to assess this effectiveness . 这主要是由于用以评估广告效力的各种 影响因素 以及所采用的方法各有不同 。   One of the most critical arguments regarding research methodology is the use of nonrelative measures. 其中最关键的有关的研究方法的争议是[nonrelative measures]的使用。   Although comparative advertising is intended to affect how the advertised brand is perceived relative to the comparison brand, most of the research has tested for effects using nonrelative measures that require judgments about the advertised brand alone(Miniard et al. 1993). 虽然比较广告目的在于影响本品牌和竞争对手的相对接受度，大部分的研究测试了[nonrelative measures]的效果,而[nonrelative measures]是需要单独对广告品牌进行判断的（Miniard等。 1993年） 。   Therefore, Miniard and colleagues propose d the use of relative measures derived from their framing correspondence hypothesis. 因此，Miniard和他的同事提出要用一个来源于 他们的framing correspondence 假说的[relative measures]。   Relative measures employ response frames that require judgments using a specified reference point (eg, “How likely is it that Brand A is more nutritious than Brand B?”), wh ereas nonrelative measures lack an explicit reference point (Miniard et al. 1993).这个[Relative measures]采用response frames (???看不懂), 判断时需要使用特定的参考点（例如， “品牌A比品牌B有多可能更有营养？ ” ） ，[nonrelative measures]就缺乏 一个明确的参照 点 （Miniard等。 1993年） 。   According to the framing correspondence hypothesis, with the presence of one or more comparison brands as an explicit reference point, information about the advertised brand is encoded differently during exposure to a comparative ad versus a noncomparative ad. 根据framing correspondence假说， 如果有一个或多个对比品牌作为一个 明确的参照点，广告品牌的有关信息在比较性广告与非比较性广告里是不同的(encoded differently during exposure to是什么意思啊? )。   The relative measures used in their studies indicated greater persuasion differences between comparative and noncomparative ads.用他们的研究里用的[relative measures]表明了比较性广告与非比较性广告之间的更大的劝说力差异。   The results consistently showed that relative measures outperform nonrelative measures in revealing greater persuasiveness of comparative advertising than that of noncomparative advertising 结果始终表明，[relative measures]相比[nonrelative measures]表现更好，揭示比较广告相比比noncomparative广告有着更大的说服力 (Miniard et al. 1993, 1994, 1998).

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athen mm 为什么要翻译这个文章？