中国地域辽阔，社会在发展过程中出现过程度不同的分化和统一，在数千年文明历史的相互交融与和谐共存中，逐渐形成了语言变体，方言。不同地域的方言展现出强烈的地域性特征，以其特有的语音、词汇、语法为表现手段来反映事物、表达感情。方言作为一种地域文化现象，是民族文化多样性的代表和标志，也是语言生态发展的见证与延续。

根据族群认同理论，针对特定族群，若广告以内群体身份而非外群体身份呈现，为本地人呈现出一种亲切的、以相同语言为根基的文化背景，群体成员会认为广告语言转换行为或者接近当地文化是广告者承认、重视和尊重他们的一种信号。因此，当同一广告以当地方言呈现时，本地受众便会由于对母语情感上的依恋，形成高水平的积极态度。而当同一广告以普通话版本呈现时，后天习得的标准化语言则难以在本地受众之间建立“地方社会纽带”。在全国各个方言区所使用的方言中，有大部分方言与普通话语言体系相似，语言排他性较弱，应用范围较广，难以体现出方言区与非方言区受众之于方言广告的效果差异。而作为闽南民系地区方言的闽南语，语言体系独立独特、地域性突出，排他性较强，适合作为方言选择用以探究方言与标准语的广告效果差异。

本研究通过对家乡/籍贯为闽南民系地区的闽南人群体的调查研究，探索当地族群对于同一广告的当地方言版本与标准语版本的广告效果差异，并将族群认同感这一因素纳入考量范围，探究其影响作用。经过分析，主要研究发现有二：一为闽南语版本广告在情感和行为维度上的广告效果均比普通话版本积极，而在认知维度比普通话版本消极；二为族群认同感越强的闽南人，对闽南语版本广告在认知、情感和行为倾向的广告效果均更积极，对普通话版本广告的广告效果均更消极。

China has a vast territory, and the society has undergone different degreesofdifferentiation and unity during the development process. In the mutual blendingandharmonious coexistence of thousands of years of civilization history, languagevariantsand dialects have gradually formed, developed and evolved. Dialects indifferentregions show strong regional characteristics, and use their unique pronunciation,vocabulary, and grammar as means of expression to reflect things andexpressemotions. As a regional cultural phenomenon, dialect is the representative andsymbolof national cultural diversity, and it is also the witness and continuationoftheecological development of language. According to the theory of ethnic identity, for a specific ethnic group, iftheadvertisement is presented as an in-group identity instead of an out-groupidentity,itpresents a friendly cultural background based on the same language to the local people,and members of the group will think that the advertising language conversionbehavioror close to Local culture is a signal that advertisers recognize, value andrespect them.Therefore, when the same advertisement is presented in a local dialect, local audiencesdevelop high levels of positive attitudes due to emotional attachment totheir mothertongue. And when the same ad is presented in Mandarin, the acquiredstandardizedlanguage makes it difficult to create "local social ties" between local audiences.

Among the dialects used in various dialect regions across the country, most ofthemare similar to the language system of Mandarin, with weak language exclusivityandawide range of applications. Hokkien, as a dialect of the Minnan ethnic group, hasanindependent and unique language system, prominent regional characteristics, andstrong exclusivity. It is suitable as a dialect choice to explore the differenceinadvertising effects between dialects and standard languages. This study explores the differences in the advertising effects of the local dialectversion and the standard language version of the same advertisement bythelocalethnic groups through the investigation and research of the Hokkien peoplewhosehometown/native place is the southern Hokkien ethnic group, and takes thefactorofethnic identity into consideration. , to explore its influence. After analysis, therearetwo main findings: one is that the advertising effect of the Hokkien versionismorepositive than that of the Mandarin version in the emotional and behavioral dimensions,and negative in the cognitive dimension than the Mandarin version; , the adeffectofthe Hokkien version ad is more positive in cognition, emotion and behavior orientation,and the ad effect of the Mandarin version ad is more negative.