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研究生:林姵伶
研究生(外文):Lin, Peiling
論文名稱:幽默廣告之失諧解困機制、恐懼訴求與調節焦點對廣告態度之影響
論文名稱(外文):The Impact of Humorous Advertising, Fear Appeals, and Regulatory Focus on the Advertising Attitudes
指導教授:林耀南林耀南引用關係
指導教授(外文):Lin, Yaonan
口試委員:黃麗霞范凱棠
口試委員(外文):Huang, LiSiaFan, Kaitang
口試日期:2011-06-15
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學院經營管理碩士學程
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:2011
畢業學年度:99
語文別:中文
論文頁數:109
中文關鍵詞:幽默廣告恐懼訴求調節焦點廣告態度
外文關鍵詞:Humorous AdvertisingFear AppealsRegulatory FocusAdvertising Attitudes
相關次數:
  • 被引用被引用:2
  • 點閱點閱:754
  • 評分評分:
  • 下載下載:77
  • 收藏至我的研究室書目清單書目收藏:2
由於資訊化時代的來臨,為了因應大眾的需求,商品不斷地推陳出新。在這當中廣告佔有極重要之地位,行銷業者透過不同廣告訴求之結合,呈現其廣告目的在觀眾面前。因此廣告手法如何讓大眾接受,並留下深刻印象,遂成為廣告商重要的話題。許多廣告商藉由廣告中內含之幽默元素,使觀眾輕鬆地觀看廣告並吸收廣告內容之訊息。另一方面,恐懼訴求也為廣告商常使用的廣告訴求,透過對於廣告中訴求之問題給予消費者恐懼感,再提供消費者解決之道,進而將廣告產品呈現給消費者。如何將此反差極大的兩種訴求結合並觀察其對廣告態度之影響為本研究重點之一。此外,調節焦點為另一較為新穎之廣告使用題材,消費者之調節焦點傾向也會影響其對產品之廣告態度。本研究自變項分別為幽默廣告之失諧解困機制 (失諧/失諧解困/無幽默) 、恐懼訴求 (高恐懼/低恐懼),與調節焦點 (促進/預防) ,依變項則為廣告態度,本研究以三因子變異數進行3*2*2的實驗分析。有效樣本為334人,本研究結果如下: (1) 失諧與失諧解困之幽默廣告較無幽默廣告有較佳的廣告態度; (2) 低恐懼訴求之廣告比高恐懼訴求之廣告有較佳的廣告態度; (3) 預防焦點組較促進焦點組對廣告態度並無差異; (4) 在高恐懼訴求下及低恐懼訴求下,失諧解困之幽默廣告、失諧之幽默廣告與非幽默類型廣告之廣告態度無差異;(5) 在高恐懼訴求下,促進與預防焦點對於廣告態度並無差異;在低恐懼訴求下,預防焦點較促進焦點有較佳之廣告態度。(6) 在促進焦點及預防焦點訊息下,失諧解困之幽默廣告、失諧之幽默廣告與非幽默類型廣告之廣告態度並無差異;(7) 幽默廣告之失諧困機制、恐懼訴求、與調節焦點間無交互作用。
This study assess the impacts of three humorous advertising categories of incongruity-resolution mechanism (incongruity humor, incongruity-resolution humor, and non humor) on advertising attitudes, and add fear appeals (high/low) and Regulatory focus (promotion /prevention) in the design as well. The researchers developed different advertisings designs in incongruity humor, incongruity-resolution humor, and non humor along with fear appeals (low/high) and regulatory messages (prevention/promotion) to evaluate the ads attitudes. According to the expert judgments, they chose the advertising representatives from the above three categories. A total of 346 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA.
There are some findings in this study: (1) The ads of incongruity humor and incongruity resolution humor have higher advertising attitudes than the ads of non-humor; (2) The ads of low fear appeals has higher advertising attitudes than the ads of high fear appeals; (3) Prevention and promotion focus have no difference on advertising attitudes; (4) There is no mutual interaction between humorous advertising and regulatory focus. It is same between humorous advertising and fear appeals ;(5) Under high fear appeals, the promotion- focused and the prevention-focused messages have no difference in advertising attitudes. Under low fear appeals, the prevention-focused messages have higher advertising attitudes than the promotion- focused messages. Tthis study suggested that advertisers could use humorous advertising matching low level of fear appeals and apply prevention-focused regulatory messages in the design of ads especially for products relevant to health of individual.

目錄
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 幽默廣告 6
第二節 恐懼訴求 20
第三節 調節焦點與調節配適 32
第四節 廣告態度 42
第参章 研究設計 52
第一節 研究架構與研究假設 52
第二節 研究變項之定義與操作說明 58
第三節 實驗設計 61
第肆章 研究結果 66
第一節 信度分析 66
第二節 假設驗證之結果 66
第伍章 研究結論與未來展望 72
第一節 討論與結論 72
第二節 管理實務建議 76
第三節 研究限制及未來研究建議 77
參考文獻 80
附錄 問卷 94
前測問卷1(幽默程度前測) 95
前測問卷2 (恐懼程度前測) 95
正式問卷1(促進焦點版) 96
正式問卷2(預防焦點版) 99


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