【文章內(nèi)容簡介】 _____(534) (535) (536) _______________________________________________________________(537) (538) (539) _______________________________________________________________(540) (541) (542) _______________________________________________________________(543) (544) (545) _______________________________________________________________(545) (547) (548) _______________________________________________________________(549) (550) (551) _______________________________________________________________(552) (553) (554) _______________________________________________________________(555) (556) (557) _______________________________________________________________(558) (559) (560) _______________________________________________________________(561) (562) (563) _______________________________________________________________(564) (565) (566) _______________________________________________________________(567) (568) (569) _______________________________________________________________(570) (571) (572) _______________________________________________________________(573) (574) (575) 576580 9 復(fù)制（ 601605） （ 606607） 06 [出示卡片 N] Q12a、請(qǐng)問這個(gè)廣告在內(nèi)容的容易理解程度方面做得怎么樣呢？（單選） (608) 這個(gè)廣告的內(nèi)容非常容易理解 .......................1 這個(gè)廣告的內(nèi)容還算比較容易理解 ................2 這個(gè)廣告的內(nèi)容讓人較難理解 .......................3 這個(gè)廣告的內(nèi)容讓人非常難以理解 ................4 Q12b、請(qǐng)問您覺得這個(gè)廣告中有沒有哪些地方是和廣告的整個(gè)故事情節(jié)不太協(xié)調(diào)的呢 ? (單選 ) (609) 是 .................................................................1→續(xù) 問 Q12c 否 .................................................................2→ 跳問 Q13a Q12c、那么請(qǐng)問是哪些地方讓您覺得和廣告的整個(gè)故事情節(jié)不太協(xié)調(diào)呢？ [詳細(xì)追問 ] [追問 ]還有嗎？還有嗎？ ____________________________________________________________________(610) (611) ____________________________________________________________________(612) (613) ____________________________________________________________________(614) (615) ____________________________________________________________________(616) (617) ___________________________________________________________________ (618) (619) ____________________________________________________________________(620) (621) ____________________________________________________________________(622) (623) ____________________________________________________________________(624) (625) ____________________________________________________________________(626) (627) 628680 復(fù)制（ 701705） （ 706707） 07 Q13a、請(qǐng)問這個(gè)廣告給您留下的關(guān)于“歐萊雅旋麗自鬈睫毛膏”的這個(gè)品牌的 主要印象 是什么呢？ [訪問員注意：如果被訪者無法回答出任何主要印象，直接跳問 Q13c] _______________________________________________________________(708) (709) (710) _______________________________________________________________(711) (712) (713) _______________________________________________________________(714) (715) (716) _______________________________________________________________(717) (718) (719) _______________________________________________________________(720) (721) (722) _______________________________________________________________(723) (724) (725) _______________________________________________________________(726) (727) (728) _______________________________________________________________(729) (730) (731) _______________________________________________________________(732) (733) (734) 10 Q13b、那么請(qǐng)問是這個(gè)廣告中的哪些地方給您留下這樣的印象 ___________（讀出被訪者在Q13a 中提及的印象）呢？ _______________________________________________________________(736) (737) (738) _______________________________________________________________(739) (740) (741) _______________________________________________________________(742) (743) (744) _______________________________________________________________(745) (746) (747) _______________________________________________________________(748) (749) (750) _______________________________________________________________(754) (755) (756) _______________________________________________________________(757) (758) (759) _______________________________________________________________(760) (761) (762) 763780 復(fù)制（ 801805） （ 806807） 08 本題請(qǐng)?jiān)儐査斜辉L者 Q13c、請(qǐng)問除了剛才提到 的以外，這個(gè)廣告還給您留下了關(guān)于“歐萊雅旋麗自鬈睫毛膏”的其他哪些印象呢？ [追問 ]還有嗎？還有嗎？ [詳細(xì)追問 ] _______________________________________________________________(808) (809) (810) _______________________________________________________________(811) (812) (813) _______________________________________________________________(814) (815) (816) _______________________________________________________________(817) (818) (819) _______________________________________________________________(820) (821) (822) _______________________________________________________________(823) (824) (825) _______________________________________________________________(826) (827) (828) _______________________________________________________________(829) (830) (831) _______________________________________________________________(832) (833) (834) Q13d、請(qǐng)問看了這個(gè)廣告以后，您覺得哪些人 /怎樣類型的消費(fèi)者會(huì)去購買“歐萊雅旋麗自鬈睫毛膏”呢？ [詳細(xì)追問 ] _____________________________________________________________________(835)(836) _____________________________________________________________________(837)(838) _____________________________________________________________________(839)(840) __________________________________________