在节日和重要事件这种流量的黄金窗口，越来越多的品牌开始尝试在社交媒体上发布品牌反差广告。这些广告与品牌的固有印象形成强烈的反差，从而引起消费者的广泛关注。品牌反差广告在追逐网络声量的同时，会对品牌形象和消费者的反应造成怎样的影响？现有广告-品牌不一致的研究较少，而且缺乏统一的结论和作用机制的分析。本项目基于良性冲突理论，综合利用社交媒体的现实数据分析和实验的方法，研究以下三方面内容：（1）品牌反差广告的效果和中介机制；（2）不同反差主体（品牌/消费者）的品牌反差广告的作用机制；（3）不同反差方向（定位提升/定位降低）的品牌反差广告的作用机制。本研究丰富了广告不一致性的研究和良性冲突理论的应用。研究结果将指导品牌如何在社交媒体上进行反差营销。

During the golden window of traffic such as holidays and important events, many brands publish brand-incongruency advertisements on social media. These ads are incongruent with the inherent impression of the brand, thus causing widespread attention of consumers. What impact will ad-brand incongruency have on brand image and consumer response while chasing Internet volume? There are few studies on ad-brand incongruency, and there is a lack of unified conclusion and mechanism analysis. Based on benign violation theory, this project comprehensively utilizes real data analysis and experiment methods to study the following aspects: (1) the impact of ad-brand incongruency and mediating mechanism; (2) the mechanism of ad-brand incongruency from different subjects (the brand/consumers); (3) the mechanism of ad-brand incongruency from different direction (brand positioning enhancement/ brand positioning decline). This project enriches the research of ad incongruency and the application of benign violation theory. The conclusions of this project will guide brands in ad incongruency marketing on social media.