Research on Advertising Techniques of McDonald’s in Hong Kong and Guangzhou关于麦当劳在广州及香港的广告手法的研究调查
Thank you for your kindness in assisting in the study. The purpose of this questionnaire is to enhance the objectivity in identifying the major/attracting-audience elements of the television commercials (TVCs) of McDonald’s in Hong Kong and Guangzhou. Please watch the TVCs provided before filling in the questionnaire. You will be asked to name the elements of the TVCs that you recognize and remember, as well as to express your views on the TVCs. Your information given will be kept to academic use only. 多谢您抽出时间完成问卷。这问卷的目的是提升研究中辨别广告元素的客观度。请先看完广告影片，再填写问卷。问卷的题目主要分为‘辨别广告中的元素’及 ‘表达你的观点’两部分。你所提供的答案及资料只会用于学术研究。
Q1:Personal Details 个人资料:1. Age 年龄:
6-12
13-18
19-24
25-40
41-60
61 or above61岁或以上
Q2:2. Gender 性别
Male 男
Female 女
Q3:3. Identity 身份
Hong Kong resident 香港居民
Guangzhou resident 广州居民
mainland Chinese other than Guangzhou residents 除广州居民以外的中国大陆人
Q4:4. Are you a parent? 您是一位家长吗？
Yes 有
No
Q5:Identify TVC’s elements 辨别广告中的元素5. From your observation, what major colour tone does the TVC use?根据您的观察，该广告用了什么主要色调？
Warm
Cool
Q6:6. Please rate the following items/people based on how eye-catching are they. (1: least eye-catching, 5:most eye-catching，click Ｘ if you do not see the items at all)请根据以下物/人吸引眼球的程度，为他们评分 （1：极不吸引眼球， 5：极吸引眼球，X:该物/人并未出现在广告中）
1
2
3
4
5
X
Q7:7. Please specify the item you have rated in the‘others' section in the previous question (ifany).请注明您在上题‘其他’一列中给予评分的物/人 （如有）
选项1
Q8:8. Please write the slogan(s)/phrase(s) used in the TVC.请写下广告中的标语/口号。
选项1
Q9:9. Please rate the following themes based on how eye-catching are they. (5: most eye-catching, 1:least eye-catching, click Ｘ if you think the theme is not conveyed at all)请根据下列主题在广告中的吸引程度，为它们评分 （1：极不吸引， 5：极吸引，X:该主题并未出现在广告中）
1
2
3
4
5
Ｘ
Q10:10.Please specify the theme you have rated in the‘others' section in the previous question (ifany).请注明您在上题‘其他’一列中给予评分的主题 （如有）
选项1
Q11:Express your views 表达你的观点/感想11. Please rate the following statements on a scale of 1-5 (1: totally disagree, 5: totally agree) 请为下列陈述评分 （1：非常不赞成，5：非常赞成）
1
2
3
4
5
Q12:Identify TVC’s elements.12.From your observation, what major colour tone does the TVC use?根据您的观察，该广告用了什么主要色调？
Warm 暖色调
Cool 冷色调
Q13:13. Please rate the following items/people based on how eye-catching are they. (1: least eye-catching, 5:most eye-catching, click Ｘ if you do not see the items at all)请根据以下物/人吸引眼球的程度，为他们评分 （1：极不吸引眼球， 5：极吸引眼球，X:该物/人并未出现在广告中）
1
2
3
4
5
X
Q14:14. Please specify the item you have rated in the‘others' section in the previous question (ifany).请注明您在上题‘其他’一列中给予评分的物/人 （如有）
选项1
Q15:15. Please write the slogan(s)/phrase(s) used in the TVC.请写下广告中的标语/口号。
选项1
Q16:16. Please rate the following themes based on how eye-catching are they. (5: most eye-catching, 1:least eye-catching, click Ｘ if you think the theme is not conveyed at all) 请根据下列主题在广告中的吸引程度，为它们评分 （1：极不吸引， 5：极吸引，X:该主题并未出现在广告中）
1
2
3
4
5
Ｘ
Q17:17. Please specify the theme you have rated in the‘others' section in the previous question (ifany).请注明您在上题‘其他’一列中给予评分的主题 （如有）
选项1
Q18:Express your views 表达你的观点/感想18. Please rate the following statements on a scale of 1-5 (1: totally disagree, 5: totally agree) 请为下列陈述评分 （1：非常不赞成，5：非常赞成）
1
2
3
4
5
