“凡尔赛文学”现象自2020年开始风靡网络，并被《咬文嚼字》编辑部评为当年十大流行语之一。已有的研究大多数认为“凡尔赛文学”会对个体心理产生负面影响。然而，“凡尔赛文学”有时反而会对企业品牌有着正向促进作用。 本文基于自我呈现动机（获得喜爱和受到尊重）视角，通过三个实验探讨了凡尔赛文学广告和非凡尔赛文学广告对受众品牌态度的影响。 结果表明：就象征性产品而言，凡尔赛文学（vs.非凡尔赛文学）广告的确会降低受众的品牌态度，炫耀感知和厌恶感在其中起链式中介作用；就功能性产品而言，凡尔赛文学（vs.非凡尔赛文学）广告反而会提高受众的品牌态度，诚意感知和羡慕感在其中起链式中介作用。

In 2020, “Humblebragging” was popular on social networks and was selected as one of the top ten buzzwords. However, the existing literature offers little implications of whether humblebragging is an effective brand marketing strategy. Based on the perspective of the motives of self-presentation (the desire to be liked and respected) , this paper intends to examine the effect of humblebragging advertisement on consumers’ brand attitudes through three sets of experiments. The results suggest that, there is an interaction effect between the type of product and the type of advertising rhetoric. That is, when the functional product applies humblebragging advertisement, or the symbolic product applies normal advertisement, consumers' brand attitudes are more positive. We further reveal that this interaction effect on consumers' brand attitudes is serially mediated by their sincerity perception, feeling of envy, bragging perception and feeling of disgust. Further implications for designing advertisements are alse discussed.