超现实主义广告、人工智能显著性与品牌创新性评价

周志民　刘晶　尤婷婷

（深圳大学）

摘要：超现实主义凭借独特的视觉表现力，正成为广告创意中一种重要的风格范式。人工智能（AI）既为这类广告的落地提供了技术支撑，也深刻重构了受众的视觉感知。那么，超现实主义广告是否会促进消费者AI显著性？AI显著性又如何影响广告和品牌感知？这些问题尚无研究关注。本文基于图式一致性理论，探究了广告风格（超现实主义与现实主义）对AI显著性的影响，以及AI显著性对品牌创新性评价的作用机制。通过探索性文本分析和实验室实验发现，与现实主义广告相比，超现实主义广告会明显提高AI显著性，并通过广告想象力提升品牌创新性评价。进一步研究发现，上述效应在高AI生活沉浸的消费者中更为明显。本文的研究将广告风格与AI显著性建立理论联系，厘清了二者作用于品牌创新性评价的内在逻辑，同时为品牌合理运用超现实主义广告风格、优化AI广告策略提供实践指导。

关键词：超现实主义广告；AI显著性；品牌创新性评价；广告想象力；AI生活沉浸

作者简介：周志民，深圳大学管理学院教授、博士生导师，深圳，518060；刘晶，深圳大学管理学院硕士研究生；尤婷婷，深圳大学管理学院博士研究生，通信作者。

基金项目：国家自然科学基金面上项目“广告AI味研究：测量维度、判断线索及对品牌感知的双刃剑效应”（72572109）

引用格式：周志民，刘晶，尤婷婷. 超现实主义广告、人工智能显著性与品牌创新性评价[J]. 经济与管理研究，2026，47（7）：140-154.

Relationship Between Surrealist Advertising, AI Salience, and Evaluation of Brand Innovativeness

ZHOU Zhimin, LIU Jing, YOU Tingting

(Shenzhen University, Shenzhen 518060)

Abstract: With the rapid development of generative artificial intelligence (AI), AI has been widely adopted in advertising creation and brand communication practices, fundamentally reshaping the way consumers perceive and evaluate brand-related content. Meanwhile, surrealist advertising, characterized by reality-defying visual expressions and imaginative creative forms, is playing an increasingly important role in contemporary marketing communication. Existing research has primarily focused on the effects of AI disclosure in advertising, with limited exploration of how consumers perceive AI involvement from advertising styles and how such perceptions subsequently influence advertising and brand evaluations. Drawing on schema congruity theory, this paper examines the impact of surrealist advertising on consumers’ perceptions of AI salience and further investigates the relationships among AI salience, ad-evoked imagination, and evaluation of brand innovativeness, as well as the moderating role of AI life immersion.

This paper employs a multi-method research design, including an exploratory study based on user-generated content from Xiaohongshu (a lifestyle platform) and five laboratory experiments. The findings demonstrate that surrealist advertising enhances consumers’ perceptions of AI salience. AI salience, in turn, increases ad-evoked imagination, which subsequently enhances consumers’ evaluations of brand innovativeness. Furthermore, AI salience and ad-evoked imagination jointly serve as sequential mediators in the relationship between surrealist advertising and evaluation of brand innovativeness. These conclusions also reveal a moderating effect of AI life immersion. Specifically, when consumers exhibit a high level of AI life immersion, surrealist advertising is more likely to activate AI-related cognitive schemas, thereby strengthening perceptions of AI salience and ad-evoked imagination and ultimately enhancing perceived evaluation of brand innovativeness.

This paper establishes a theoretical link between advertising style and AI salience. The findings extend current understanding of both the antecedents and consequences of AI salience. As generative AI becomes increasingly embedded in brand communication practices, consumers’ perceptions of AI are shaped not only by explicit AI disclosures but also by the visual cues and stylistic characteristics embedded within advertising content. Understanding how consumers interpret these AI-related cues and how such interpretations influence brand evaluations is critical for effective digital marketing and innovation-oriented brand communication.

The findings offer practical managerial implications. First, brands should treat AI-related cues as valuable signals of innovativeness. Second, firms can leverage surrealist advertising as an effective communication tool for cultivating innovative brand images. Lastly, managers should take consumers’ AI life experience into account when developing communication strategies and implement targeted communication efforts based on different levels of AI familiarity and engagement, thereby improving advertising effectiveness and enhancing the evaluation of brand innovativeness.

Keywords: surrealist advertising; AI salience; evaluation of brand innovativeness; ad-evoked imagination; AI life immersion

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