（1st version）AI Marketing Image Perception and Brand Attitude Survey AI营销图像感知与品牌态度调查

Informed Consent

知情同意

I confirm: I am participating in this anonymous study voluntarily.
我确认：我自愿参与此项匿名研究。

Part 2: General Perceptions

第二部分：普适性看法

Please rate the following statements regarding 'brands using AI-generated images in advertising' based on your general feelings.

请根据您的一般感受，对以下关于 “品牌在广告中使用AI生成图像” 的陈述打分。

Scoring Scale 评分标准: (1 = Strongly Disagree, 5 = Neutral, 7 = Strongly Agree) / (1 = 完全不同意，5 = 中立，7 = 完全同意)

I think it's innovative for brands to use AI to create ad images.

我认为品牌使用AI制作广告图像，是一种创新。

Brands should always inform consumers if an ad image is AI-generated.

品牌应该总是告知消费者广告图像是否由AI生成。

Overall, AI-generated ad images feel somewhat inauthentic.

总的来说，AI生成的广告图像让人觉得有点假。

If I knew an ad was made by AI, my interest in buying the product might decrease.

如果我知道广告是AI做的，我购买该产品的兴趣可能会降低。

Part 3: Ad Image Observation & Evaluation

第三部分：广告图像观察与评价

Step A: Evaluation Without Labels

无标签评价

First, please look at the two different ad.

首先，请看以下两张不同的广告概念图。

Image A 图A(https://youtu.be/6wtxogfPieA?si=BAlDWZMq5f88Lj5W)：

Image B 图B(https://youtu.be/Yy6fByUmPuE?si=Rzrsf-67nzq8RUCA):

Please rate based on your first impression

请根据您的第一印象打分

Scoring Scale 评分标准: (1 = Dislike strongly / Do not agree at all, 7 = Like strongly / Agree completely) / (1 = 非常不喜欢/不认同，7 = 非常喜欢/认同)

Rating for Image A
对图A的评分

	1	2	3	4	5	6	7
How visually appealing is this ad? 这张广告的视觉吸引力如何？
How visually appealing is this ad? 这张广告的视觉吸引力如何？
Does this ad make you want to try the product?这张广告让你想尝试该产品吗？
Does this ad make you want to try the product?这张广告让你想尝试该产品吗？

Rating for Image B
对图B的评分

	1	2	3	4	5	6	7
How visually appealing is this ad? 这张广告的视觉吸引力如何？
How visually appealing is this ad? 这张广告的视觉吸引力如何？
Does this ad make you want to try the product?这张广告让你想尝试该产品吗？
Does this ad make you want to try the product?这张广告让你想尝试该产品吗？

Step B: Evaluation With Labels

有标签评价

Image A was generated by Artificial Intelligence tool

图A由人工智能生成

(https://youtu.be/eoXX905YK6M?si=SofZdjxcTvz8puoG)

Image B was produced by professional painter

图B由专业画师制作

（https://youtu.be/a5r8NFDnTZo?si=FIj6hqk2p9FoyMWk）

After knowing this, please evaluate again

在知晓上述信息后，请再次评价

Rating for Image A (AI-Generated)
对图A（AI生成）的评分

	1	2	3	4	5	6	7
I find this ad to be authentic. 我觉得这张广告是真实的。
I find this ad to be authentic. 我觉得这张广告是真实的。
This ad makes me trust the brand. 这张广告让我信任该品牌。
This ad makes me trust the brand. 这张广告让我信任该品牌。

Rating for Image B (Human-Made)
对图B（人类制作）图片的评分

	1	2	3	4	5	6	7
I find this ad to be authentic. 我觉得这张广告是真实的。
I find this ad to be authentic. 我觉得这张广告是真实的。
This ad makes me trust the brand. 这张广告让我信任该品牌。
This ad makes me trust the brand. 这张广告让我信任该品牌。

Part 4: Views on a Specific Brand

第四部分：针对特定品牌的看法

Recently, Coca-Cola released a short advertisement entirely generated by AI.

近期，可口可乐发布了一支完全由AI生成的广告短片。

Please indicate your agreement regarding this event

请根据这一事件，表达您的同意程度

Scoring Scale 评分标准: (1 = Strongly Disagree, 5 = Neutral, 7 = Strongly Agree) / (1 = 完全不同意，5 = 中立，7 = 完全同意)

10.

Coca-Cola's experiment with AI ads makes the brand seem more interesting and trendy to me. 可口可乐尝试AI广告，让我觉得这个品牌更有趣、更新潮。

11.

Major brands like Coca-Cola should be more cautious about using AI to create ads. 像可口可乐这样的大品牌，应该更谨慎地使用AI制作广告。

12.

Knowing this is an AI ad did not worsen my perception of Coca-Cola products themselves. 知道这是AI广告后，我对可口可乐产品本身的看法没有变差。

Part 5: An Open Thought

第五部分：开放问题

13.

Regarding brands (e.g., Coca-Cola, Apple, Nike) using AI to create advertisements, what is your single biggest concern or the aspect you are most optimistic about? Please share your core thought in a sentence or two.

对于品牌（例如可口可乐、苹果、耐克等）使用AI来制作广告，您个人最大的担忧或最看好的地方是什么？请用一两句话分享您的核心想法。

Part 6: Background Information

第六部分：背景信息

14.

What is your age group?

您的年龄段是？

15.

How familiar are you with AI (Artificial Intelligence) technology?

您对AI（人工智能）技术的熟悉程度是？

Not familiar at all 完全不了解

Heard of it but don't know much 听说过但不太了解

Understand the basic concepts 了解基本概念

Fairly familiar, can explain how it works 比较熟悉，能解释其原理

Very familiar, have even used related tools 非常熟悉，甚至使用过相关工具

16.

How often do you pay attention to new advertisements or marketing campaigns?

您平常关注新广告或营销活动的频率是？

Almost never 几乎不关注

Occasionally notice them 偶尔看到会留意

Often actively follow them 经常主动关注

Thank you for completing the survey! Your insights are highly valuable.

感谢您完成问卷！您的见解非常有价值。