Global Conference 2019

The frequency of technological advertising is increasing in our daily lives. In order to gain consumers’ trust, more and more companies make more credible packaging of products through the demands of science and technology. Therefore, this paper chooses to study the influence of scientific and technological advertisements on consumers and compares it with ordinary advertisements to explore whether scientific and technological advertisements can exert more positive influence on consumers. And what happens to consumers' attitudes when tech ads prove inaccurate.The purpose of this study is to explore the impact of the authenticity and falsehood in different types of advertising (technology advertisement, general advertisement) on brand awareness, brand emotion and purchase intention. There is an experimental study of 2 (advertising type) *2 (information properties) of 182 subjects, and use scale to measure consumer attitude variables. The results show that technology advertising has stronger positive influence on consumers' purchasing intention than ordinary advertisements. The authenticity of advertisements also has a significant impact on consumers' attitudes. Although technology ads can bring better effects, consumers will have a very serious negative impact on consumers' attitudes if they find technology advertising false, which is far greater than the positive impact of real technology advertising. Therefore, it is advocated to encourage enterprises use technology advertising to promote their products, but it is necessary to ensure the authenticity of the advertisement, or it will have a great negative impact on them.