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研究生:林奕廷
研究生(外文):I-Ting Lin
論文名稱:在FCB模式下語言態度對廣告溝通效果影響之研究
論文名稱(外文):The Study of Advertising Communication Effectiveness of Language Attitude in FCB Model
指導教授:郭昭蘭郭昭蘭引用關係黃文星黃文星引用關係
指導教授(外文):Chao-Lan KuoWen-Shin Huang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:103
中文關鍵詞:廣告溝通效果FCB模式語言態度
外文關鍵詞:FCB Modellanguage attitudeadvertisement communication effects
相關次數:
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目前國內所出現的各則廣告裡頭,除了閱聽眾所熟悉的中文之外,多種外國語文亦經常被使用在廣告當中。然而,究竟何種語文與廣告產品之組合最能有效地將產品銷售給消費者呢?針對同一項產品,採用中文或是透過其他語文來表達,其廣告效果是否有所差異?若果真存有差異的話,又以何種語文所產生的效果為佳?不同組合產品搭配不同語文所產生的廣告效果是否有所不同?上述各項疑點皆為本文所亟欲瞭解之議題。
本研究主要探討在FCB模式下,閱聽眾對於不同語言所持有的態度將對廣告態度、產品態度及購買意願產生何種影響。本研究採用實驗設計,以四種產品(電腦、鑽石、雜誌、巧克力)搭配三種語言(中文、英文、日文),共計十二種組合,針對朝陽科技大學企業管理系大學部學生進行研究。
研究結果發現,當廣告內容運用外國語文時,受測者所持的語言態度的確會影響廣告的溝通效果,尤以英文語言態度最為明顯。其中,電腦與英文的搭配相關程度較高;鑽石與英文及中文的相關程度較高,但以英文表達的效果相對較佳;雜誌與日文的搭配相關性明顯優於其他兩種語文。最後,巧克力與英文相關程度較高。
依產品群組分類時,電腦搭配日文時的廣告態度與購買意願明顯較佳;雜誌搭配英文時,受測者的產品態度及購買意願明顯較佳。而鑽石與巧克力在檢定上雖然無顯著差異,但由平均數仍可看出,鑽石廣告採用英文仍有些微的廣告溝通效果優勢,而巧克力產品若採用日文來加以搭配,其廣告溝通效果稍佳。依語文群組分類時,則不論何種語文,皆以巧克力搭配該語文的廣告溝通效果較佳。
At present, advertisement often include Chinese that audiences are familiar with and many kinds of foreign language in Taiwan. Which kind of the association is the best between language and the product and can sell the products to consumers effectively most ? Whether the advertisement effect adopting Chinese and other language is different for the same kind of product? If there is exist the difference, which kind of language will be better? Is it different to some extent to make advertising results produced to match different languages of the products up differently? Topic that every above-mentioned doubtful point is all desired most ardently and understood by this study.
This study examines the adverting attitude, product attitude and purchase intension effectiveness of language attitude in FCB model. This examination manipulates experimental design and categorizes the products into four quadrant products(computer, diamond, magazine, chocolate) and categorizes three languages(Chinese, English, Japanese)which are twelve combinations. The study sampled from department of Business administration of Chao Yang University of Technology students.
The result is found, when have used foreign languages in the advertisement, will really influence its advertisement to link up the result by the language attitudes held of persons who examine, the English language attitude is the most obvious particularly, among them, the degree is relatively high that the computer correlates with English matching; The degree is relatively high that the diamond correlates with English and the Chinese one, but and English is relatively good; The magazine collocates with the Japanese one dependence is obviously superior to two kinds of other Chinese; Finally, chocolate and English relevant degree are relatively high.
When in accordance with classifying in one group of groups of products, it is obvious and relatively good that the computer matches its advertising attitude of Japanese and buys the will, though it is in products attitude through the apparent to assay, coefficient of it the getting more faint to show still in value for to and Japanese the getting better relatively. When the magazine matches English, its product attitude and will of buying are obvious and relatively good, but diamond and chocolate has no difference of showing in assaying, but its coefficient value of the view and average still have faint evidences to prove its difference, the diamond advertisement adopts still some little advertisements of English to link up the result advantage , and it is slightly good that chocolate products adopt Japanese to match the advertisement to link up the result. When in accordance with classifying in one group of groups of Chinese, it is no matter which kind of Chinese, all with chocolate link up getting better relatively in result with advertisement of Chinese.
表目錄 II
圖目錄 III
圖目錄 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 語言態度 4
第二節 FCB模式與相關文獻 8
第三節 廣告效果 19
第三章 研究方法 23
第一節 研究架構 24
第二節 研究假說 25
第三節 前測問卷設計與前測結果說明 26
第四節 正式問卷設計說明 29
第五節 實驗設計 34
第四章 資料分析與討論 39
第一節 問卷回收與資料處理 39
第二節 因素分析及信度分析結果說明 44
第三節 研究假說檢定結果 64
第五章 結論與建議 68
第一節 研究發現及結論 68
第二節 研究限制與未來研究建議 71
參考文獻 72
一、中文部分 72
二、英文部份 73
三、日文部份 75
附錄一 前測問卷 76
附錄二 實驗廣告 81
附錄三 正式問卷(中╱英╱日三組問卷) 94
參考文獻
一、中文部分
1.尤浚豪(2002)。FCB模式對廣告溝通效果之研究。未出版碩士論文,淡江大學國際企業研究所,台北。
2.王穎琪(1991)。FCB 模式之驗證研究,以臺灣地區口香糖廣告為例。未出版碩士論文,輔仁大學大傳播研究所,台北。
3.金川淳、森住昌弘、多田正仁、砂子一雄(1987)。理性消費、感性消費:你是哪一種消費者業強出版社。
4.洪瑞霞(1996)。電視廣告的語言選擇。未出版碩士論文,輔仁大學語言研究所,台北。
5.陳宜足(1995)。廣告感性策略下,「異形廣告」、「無彩色廣告」與「一般廣告」對FCB模式區隔中產品之溝通效果研究。未出版碩士論文,國立交通大學應用藝術研究所,新竹。
6.陳招束 (1999)。台灣廣告使用外國符碼之初探研究。未出版碩士論文,國立政治大學廣告研究所,台北。
7.陳秋雲(2001)。廣告代言人與FCB模型之廣告效果研究。未出版碩士論文,淡江大學國際企業研究所,台北。
8.陸運嫻(2004)。產品涉入程度、滿意度與再購行為之相關性-以產婦的醫療服務接觸為例。未出版碩士論文,義守大學管理科學研究所,高雄。
9.黃俊英(1990)。涉入的理論發展與實務應用。管理科學學報。7(1),15-29。
10.趙琪(1988)。FCB模式之研究:「涉入」與「理性/感性」二構面之整合性探討。未出版碩士論文,淡江大學管理研究所,台北。
11.蔣欣蕊 (2001)。以古典制約模式探討外語態度對廣告溝通效果之影響。未出版碩士論文,國立成功大學企業管理研究所,台南。


二、英文部份
1.Atkin, C. and Block, M. (1983). Effectiveness of Celebrity Endorsers. Journal of Advertising Research, 23(2), 57-61.
2.Baker, M. J. and Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 528-555.
3.Batra, R. and Ray, M. L. (1986).Affective Responses Mediating Acceptance of Advertising.Journal of Consumer Research, 13(2), 236-249.
4.Bruner II, G. C. and Kumar, A. (2000). Web Commercials and Advertising Hierarchy of Effects. Journal of Advertising Research, 40(1), 35-44.
5.Cargile, A. C. and Giles, H. (1998). Language Attitudes Toward Varieties of English: an American-Japanese Context. Journal of Applied Communication Research, 26(3), 338-356.
6.Caudle, F. M. (1994). National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication. In B. G. English (Ed.), Global and Multinational Advertising (pp.117-140). Hillsdale, NJ: Lawrence Erlbaum Associates.
7.Clarke, K. and Belk, R. (1978). The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort. Advances in Consumer Research, 5, 313-318.
8.Congreve, A. (2004). Linguistic Attitudes of Students Towards Arabic and English. University English Program King Fahd University of Petroleum and Minerals.
9.Cronbach, L. J.(1951).Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
10.Giles, H. and Ryan, E. B. (1982). Prolegomena for Developing a Social Psychological Theory of Language Attitudes. In E. B. Ryan and H. Giles (Eds.), Attitudes toward language variation: Social and applied contexts (pp.208-223). London: Edward Arnold.
11.Hair, J. F., Anderson, P. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis(5th ed.). New Jersey: Perntice-Hall.
12.Ladegaard, H. J. (1998). Assessing National Stereotypes in Language Attitude Studies: The Case of Class-consciousness in Denmark. Journal of Multilingual and Multicultural Development, 19(3), 182-198.
13.Lastovicka, J. L. and Gardner, D. M. (1979). Components of Involvement. In J. C. Maloney and B. Silverm (Eds.), Attitude Research Plays for High Stakes, (pp.53-73). Chicago, American Marketing Association.
14.Lavidge, R. J. and Steiner, G. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25, 59-62.
15.Liu, F. and Mizerski, D. (2002). The Relationship between Bilinguals’ Attitude towards Language and their Comprehension of Mandarin Radio Advertising: A Cantonese Reaction. Proceedings of Australian and New Zealand Marketing Academy (pp.1341-1347). Western Australia.
16.MacKenzie, S. B., Lutz, R. J. and Belch, G. E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
17.Mitchell, A. A. and Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18(3), 318-332. 18.Mulac, A. (1976). Assessment and Application of the Revised Speech Dialect Attitudinal Scale. Communication Monographs, 43, 238-245.
19.Oliver, R. L. and Bearden, W. O. (1983). The role of involvement in satisfaction processes. In R. P. Bozzi and A. M. Tybout (Eds.), Advances in consumer research, Series 10 (pp.205-255). Provo, UT: Association for Consumer Research.
20.Ray, G. B. and Zahn, C. J. (1999). Language Attitudes and Speech Behavior: New Zealand English and Standard American English. Journal of Language and Social Psychology, 18 (3), 310-319.
21.Ray, N. M., Ryder, M. E. and Stanley V. Scott (1991). Toward an Understanding of Use of Foreign words in Prints Advertising. Journal of International Consumer Marketing, 3(4), 69-97.
22.Saville-Troike, M. (1982). The Ethnography of Communication: An Introduction. Oxford: Blackwell.
23.Stern, B. and Zaichkowsky, J. L. (1991). The Impact of ''Entertaining? Advertising on Consumer Responses. Australian Marketing Researcher, 14(1), 68-80.
24.Stuart, E. W., Shimp, T. A. and Engle, R. W. (1987). Classical conditioning of consumer attitudes: Four experiments in an advertising context. Journal of Consumer Research, 14 (2), 334-349.
25.Scultz, D. E., Martin D. and Brown W.P. (1984). Strategic Advertising Campaigns, Chicago:Crain Books, Division of Crain Communications, Inc.
26.Vaughn, R. (1980). How Advertising Works: A Planning Model. Journal of Advertising Research, 20(5), 27-33.
27.Vaughn, R. (1986). How Advertising Works: A Planning Model Revisited. Journal of Advertising Research, 26(1), 57-63.
28.Weinberger, M. G. and Spotts, H. E. (1989). Humor in U.S. versus U.K. TV Commercials: A Comparison. Journal of Advertising, 18(2), 39-44.
29.Wilson, J., and Bayard, D. (1992). Accent, Gender, and the Elderly Listener: Evaluations of NZE and Other English Accents by Rest Home Residents. Te Reo, 35, 19-56.
30.Zaichkowsky, J.L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.

三、日文部份
1.天野修一(2005),「日本人英語学習者の非母語話者英語に対する態度―非母語話者アクセントが話者評価に及ぼす影響」,名古屋大學國際語言文化研究科,多元文化,第五卷,第1-13頁。
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