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

Hello! We are conducting an academic study on modern advertising to understand your views on some marketing images. The questionnaire contains about 15 questions and will take approximately 5-8 minutes to complete. All responses are anonymous and will be used for aggregate analysis only. Thank you for your participation! 
您好！我们正在进行一项关于现代广告的学术研究，旨在了解您对一些营销图像的看法。问卷共约15题，需时5-8分钟。所有回答匿名且仅用于整体分析。感谢您的参与！
Part 1: Participation Confirmation 
第一部分：参与确认
1.

Informed Consent​

知情同意​

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)
2. 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。
3. 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。
4. 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。
5. 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)
6. Rating for Image A
对图A的评分
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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？
7. Rating for Image B
对图B的评分
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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？
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 
8. Rating for Image A (AI-Generated)
对图A（AI生成）的评分
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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。
9. Rating for Image B (Human-Made)
对图B（人类制作）图片的评分
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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。
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？
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？

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。

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