关键词: 景深, 信息框架, 解释水平, 广告效果

Abstract: Image and text complements each other in print advertising, which can effectively improve the advertising effect, especially for the charity public service advertisements.  Based on the construal level theory, this study explores the impact of the matching of the depth of field presentation and advertising information framework of the charity public service advertisements on individuals.  The study found that when individuals are presented with advertisements with shallow depth of field, they have a longer psychological distance and a higher construal level.  The advertising effect of shallow depth of field matching the promotion framework is better； when individuals watch advertisements with deep depth-of-field, their psychological distance is shorter and their construal level is lower.  The advertising effect of deep depth of field matching the defense framework is better.   Individual's expected value of charity plays a mediating role in the matching effect, and the individuals5 degree of career involvement plays a moderating role.  The purpose of this study is to develop better publicity for charitable public service advertisements, to guide the public to pay attention to and participate in charitable public undertakings, and to provide opinions and suggestions for the publicity of charitable public service advertisements.

Key words: depth of field , information framework , construal level , advertising effect