||The Internet not only changes people’s lives but also provides a new way to advertising. Currently, people spend lots of time on the Internet searching for information and entertainment. The advertisers found traditional advertisement like TV commercial lost its popularity among audience, so they look for different ways such as microfilm to communicate with the customers. “Microfilms” refer to short films that covey certain messages with limited investment and time. Although microfilms have no specific definitions and standards, they are still very popular and applied to many fields such as enterprises, the government or non-profit organizations. This research is aimed to differentiate the consumers’ attitude towards traditional TV advertising and microfilm; what antecedent factors would influence the consumers’ attitude before watching the TV ads and microfilms.|
The present study uses experimental design with 2 (Advertising types: ad vs. microfilm) X 2 (Antecedent factors: ad situation vs. microfilm situation) independent variables and consumers’ attitude which is divided into affective component and cognitive component as the dependent variable. The results indicate that two advertising types influence consumers’ attitude differently. Microfilm increases more affective effects on consumers’ attitude while traditional ad increases more cognitive effects on consumers’ attitude. Moreover, when consumers are told to watch microfilm, no matter what types of advertising, consumers have more affective effects on attitudes in this context. On the contrary, when consumers are told to watch traditional ad, no matter what types of advertising, consumers seems to have more cognitive effects on attitudes in this context.