跳到主要內容

臺灣博碩士論文加值系統

(18.205.192.201) 您好!臺灣時間:2021/08/06 04:37
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:郭凱婷
研究生(外文):Kuo, Kaiting
論文名稱:電視廣告音樂之型態在不同廣告涉入度下 對廣告效果的影響
論文名稱(外文):The Impact of Television Advertising Music Types in the Different Ad Involvement on Advertising Effectiveness
指導教授:楊朝明楊朝明引用關係
指導教授(外文):Yang, Chaoming
口試委員:林金祥許子凡
口試日期:2012-06-14
學位類別:碩士
校院名稱:明志科技大學
系所名稱:視覺傳達設計研究所
學門:設計學門
學類:視覺傳達設計學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:81
中文關鍵詞:電視廣告音樂型態廣告涉入廣告效果
外文關鍵詞:TV commercialmusic styleadvertising involvementadvertising effect
相關次數:
  • 被引用被引用:7
  • 點閱點閱:1204
  • 評分評分:
  • 下載下載:229
  • 收藏至我的研究室書目清單書目收藏:1
在電視廣告中「音樂」扮演著極重要的角色,甚多的廣告商投資大筆的預算製作廣告音樂,藉以期望達到良好的廣告效果。然而,現代電視廣告中所謂的「說服效果」,被學者稱為低涉入度(low-involvement)的學習效應,消費者的訊息涉入程度將影響廣告效果是否彰顯。本研究以受測者間(between-subject )的實驗方式,進行「電視廣告音樂之型態」(背景音樂、主題音樂)和「廣告涉入之程度」(低涉入、高涉入)等兩個自變數的操控,來檢定對應變數「廣告效果」的影響。依據商品類型方格(Foote, Cone, and Belding grid, FCB Grid)(Vaughn, 1980; 1986)的設定,從低涉入商品(low-involvement product)類型中,選出理性與感性的電視廣告共四則,以作為實驗測試的廣告樣本。整體的實驗共區分為四個情境,總計測得有效問卷共153份(女86人,男67人),並以混合設計二因子變異數分析(mixed design two-way ANOVA)作為對應變數的檢定方法。本研究最後依據實驗結果,建立一個音樂型態與廣告涉入影響廣告效果的路徑模型,並歸納出四個主要的顯著結果:(1)消費者的廣告涉入程度會對廣告效果造成影響,且廣告低涉入者會勝過廣告高涉入者;(2)電視廣告音樂的型態會對廣告效果造成影響,且主題音樂的廣告會勝過背景音樂的廣告;(3)電視廣告的主題音樂會提升廣告低涉入者的廣告態度、品牌態度與購買意願;(4)電視廣告的背景音樂會提升廣告高涉入者的品牌態度。電視廣告音樂的使用能讓商品與消費者產生更多的互動,此種生動活潑的訊息傳遞方式,亦能讓消費者理解廣告內容及商品特性,並引導消費者體會廣告所要傳遞的情感與氛圍,此舉有助於引起消費者投入更多的注意,而讓被廣告的商品獲得更佳的廣告效果。
In TV commercial, “music” has always played a rather critical role, and a lot of advertisers would invest a huge amount of budge to produce commercial music, in the hope that it can have achieved favorable advertising effect. However, the so-called “persuasive effect” as noted in modern advertisement has been considered as low-involvement learning effect and the extent of message involvement by consumers would, in a great extent, affect whether the advertising effect would be sound or not. This study has made use of experiment of between-subject design to conduct the manipulation of two independent variables as “music style of TV commercial” (background music and theme music) and “degree of advertisement involvement” (low involvement and high involvement) to examine the impact of corresponding variable as advertising effect. Based on the designation of Foote, Cone, and Belding grid (FCB Grid) (Vaughn, 1980; 1986), four respective copies of rational and emotional TV commercials are chosen from the type of low-involvement product as the commercial samples for experiment test. As a whole, the experiments would be classified into four different scenarios, and an aggregate sum of valid 153 questionnaires are obtained (female 86 copies, and male 67 copies), while mixed design two-way ANOVA is used as the verification method for the corresponding variables. This study would, at the end, base on its experimental results, and build up path model regarding impact of music style and advertising involvement on advertising effect, with four major prominent results concluded: 1. advertising involvement of consumer will create impact on advertising effect, while low-involvement advertisement will fare better than that of high-involvement; 2. music style of TV commercial will create impact on advertising effect, while the background of theme music will fare better than the advertisement of background; 3. the theme music of TV commercial will help enhance the advertising attitude, brand attitude, and willingness of purchase of low-involvement advertisement; 4. the background music of TV commercial will help enhance the brand attitude of those high-involvement advertisement. The use of music for TV commercial can render merchandise to have morel interaction with consumer, and such vivid and lively way of message transmission can, as well, help consumer to appreciate the advertising content and merchandise feature, guiding consumer to under the sentiment and atmosphere the commercial would like to convey. As such, it can also be conducive to stimulate consumer to devote greater attention, making the merchandise advertised to obtain better advertising effect.
明志科技大學碩士學位論文指導教授推薦書 i
明志科技大學碩士學位論文口試委員審定書 ii
明志科技大學學位論文授權書 iii
誌謝 iv
中文摘要 v
英文摘要 vi
目錄 viii
表目錄 x
圖目錄 xi
第一章 緒論 1
1-1 研究背景 1
1-2 研究動機與目的 3
1-3 研究範圍 6
1-4 研究流程 7
第二章 文獻探討 11
2-1 台灣電視廣告音樂的沿革 11
2-2 廣告音樂相關研究 14
2-3 購買決策模型 17
2-4 廣告音樂的類型 22
2-5 廣告音樂的作用 25
2-6 廣告效果的測試 29
2-7 涉入相關理論 34
第三章 研究方法 45
3-1 研究假設 45
3-2 實驗室實驗法 48
3-3 研究工具 48
3-4 變項與操作性定義 50
3-5 實驗過程 56
3-6 結果分析 58
第四章 研究結果與發現 63
4-1 研究假說驗證與理論模型修正 63
4-2 廣告音樂所造成的影響 65
4-3 廣告涉入度所造成的影響 68

第五章 結論與建議 70
5-1 研究結論 70
5-2 廣告音樂應用之建議 71
5-3 相關建議與後續研究 73
參考文獻 74
附錄
A問卷量表 81

1.Aaker, D.A. and D. Norris (1982). Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research, 22(2), 61-70.
2.Alpert, J. I., & Alpert, M. I. (1990). Music Influences on Mood and Purchase Intentions. Psychology and Marketing, 7(2), 109-133.
3.Alpert, J. I., & Alpert, M. I. (1989). Background Music as an Influence in Consumer Mood and Advertising Responses. Advances in Consumer Research, 16, 485-491.
4.Ajzen, I., and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
5.Arora, R. (1982). Validation of an S-O-R Model for Situation, Enduring, and Response Components of Involvement. Journal of Marketing Research, 19(4), 505-516.
6.Assael, Henry (1992). Consumer Behavior and Marketing Action, (4th ed.). Boston, MA: PWS-Kent.
7.Baker, Stacey Menzel, and Patricia F. Kennedy (1994). Death by Nostalgia:A Diagnosis of Context-specific Cases. Advances in Consumer Research, 169-174.
8.Bagozzi, R. P., & Moor, D. J. (1994). Public Service Advertisements: Emotions and Empathy Guide Rrosocial Behavior. Journal of Marketing, 58(1), 56-70.
9.Bellaire, A. (1979). Getting Creative Money's Worth in TV. Advertising Age, 23, s-4.
10.Beerli, A., & Santana, J. D. M. (1999). Design Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media. Journal of Current Issues and Research in Advertising, 21(2), 11-30.
11.Bendixen, M. T. (1993). Advertising Effects and Effectiveness. European Journal of Marketing, 27(10), 19-32.
12.Bennett, Rebekah and Sharyn R. Rundle-Thiele (2000). Attitudinal Brand Loyalty-Personality Triat or Brand Specific? Australia New Zealand Marketing Educators Conference. Griffith University, Gold Coast, Queensland.
13.Bierly, C., McSweeney, F. K., & Vannieuwkerk R. (1985). Classical Conditioning of Preferences for Stimuli. Journal of Consumer Research, 12(3), 316-323.
14.Bozman, C. S., Muehling, D., & Pettit-O’Malley, K. L. (1994). The Directional Influence of Music Backgrounds in Television Advertising. Journal of Applied Business Research, 10(1), 14-18.
15.Bruner, G. C. II, (1990). Music, Mood, and Marketing. Journal of Marketing. 54(4), 94-104.
16.Burke, M.C. & Edell, J.A. (1989). The Impact of Feelings on Ad-based Affect and Cognition. Journal of Marketing Research, 26, 69-83.
17.Chebat, J-C, Chebat, C. G., & Vaillant, D. (2001). Environmental Background Music and In-store Selling. Journal of Business Research, 54(2), 115-123.
18.Clow, K. E., & Baack, D. (2010). Integrated Advertising, Promotion, and Marketing Communications, (4th ed.). New Jersey: PEARSON.
19.Cotter, Vance W., & Toombs, S. (1966). A Procedure for Determining the Music Preference of Mental Retardates. Journal of Music Therapy, 57-64.
20.Ducoffe, H. R. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
21.Enis, B. M., Cox, K. K., and Mokwa, M. P.,(Eds.). (1995). Marketing Classics: A Election of Influential Articles (8th ed.). New Jersey: Prentice-Hall.
22.Fishbein, M. (1963). An Investigation of the Relationships Between Beliefs about an Object and the Attitude Toward that Object. Human Relations, 16(3), 233-240.
23.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
24.Flesch, R. (1949). The Art of Readable Writing. New York: Harper & Row.
25.Gorn, G. J., (1982). The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.
26.Gorn, G. J., Goldberg, M. E., Chattopadhyay, A., & Litvack, D. (1991). Music and Information in Commercials: Their Effects with an Elderly Sample. Journal of Advertising Research, 31(5), 23-32.
27.Ha, L. (1996). Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects. Journal of Advertising Research, 36(4), 76-84.
28.Hecker, S. (1984). Music for Advertising Effect. Psychology and Marketing, 1, 3-8.
29.Heckler, S. E., & Childers, T. L. (1992). The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency? Journal of Consumer Research. 18(4), 475-492.
30.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion; Psychological Studies of Opinion Change. New Haven, Connecticut: Yale University Press.
31.Houston, M. J. & Rothschild, M. L. (1978). Conceptual and Methodological Perspective in Involvement, in Research Frontiers in Marketing: Dialogues and Directions. IL: American Marketing Association, 184-187.
32.Howard, J. A. (1994). Buyer Behavior in Marketing Strategy, (2nd ed.), NJ: Prentice-Hall.
33.Hung, K. (2000). Narrative Music in Congruent and Incongruent TV Advertising. Journal of Advertising, 29(1), 25-34.
34.Hunt, James B. (1988). An Experimental Study of the Effect of Music on Radio Commercial Performance. Proceedings of the Southern Marking Association, 37-40.
35.Huron, D. (1989). Music in Advertising: An Analytic Paradigm. Musical Quarterly, 73(4), 557-574.
36.Kellaris, J. J., & Cox, A. D. (1989). The Effects of Background Music in Advertising: A Reassessment. Journal of Consumer Research, 16(1), 113-118.
37.Kellaris, J. J., Cox, A. D., & Cox, D. (1993). The Effect of Background Music on Ad Processing: A Contingency Explanation. Journal of Marketing, 57(4), 114-125.
38.Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
39.Krugman, H.E. (1965). The Impact of Television Advertising: Learning Without Involvement. Public Opinion Quarterlg, 29, 349 - 356.
40.Krugman, H.E. (1966). The Measurement of Advertising Involvement. Public Opinion Quarterly, 30(4), 583-596.
41.Kyle, G. T. (2001). An Examination of Enduring Leisure Involvement. Dissertation Abstracts International, 62(12), 4329.
42.Leavitt, C., Greenwald, A. G., and Obermiller, C. (1981). What is Low Involvement Low In? Advances in Consumer Research, 8(1), 15-19.
43.Lutz, R.J. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness:A Test of Competing Explanations. Journal of Marketing Research, 23, 130-143.
44.Lutz, R. J., S.B. MacKenzie, and G.E. Belch. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 8(1), 130-143.
45.MacInnis, D. J., & Park, C. W. (1991). The Differential Role of Characteristics of Music on High and Low Involvement Consumers’ Processing of Ads. Journal of Consumer Research, 18(2), 161-173.
46.MacInnis, D. J., & Stayman, D. M. (1993). Focal and Emotional Integration: Constructs, Measures, and Preliminary Evidence. Journal of Advertising, 22(4), 51-66.
47.McCarthy, E. J., & Perrault, W. D. (2005). Basic Marketing: A Managerial Approach, (15th ed.). Illinois: Irwin.
48.MacKenzie, S. B., Lutz, R. J. , & 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.
49.Mackenize, S.B., & Spreng, R.A. (1992). How does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions. Journal of Consumer Research, 6, 519-529.
50.Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 67-72.
51.Milliman, Ronald E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Consumer Research, 46, 86-91.
52.Milliman, Ronald E. (1986). The Influence of Background Music on the Behavior of Restaurant Patrons. Journal of Consumer Research, 13, 286-289.
53.Miniard, P. W., Bhatla, S., & Rose, R. L. (1990). On the Formation and Relationship of Ad and Brand Attitudes: an Experimental and Causal Analysis. Journal of Marketing Research, 27(3), 290-303.
54.Miniard, P.W., Bhatla, S. & Rose, R.L. (1992). On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis. Journal of Marketing Research, 27, 290-303.
55.Mitchell, A. A., & 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.
56.Mittal, B. (1989). Measuring Purchase-Decision Involvement. Psychology & Marketing, 6, 147-162.
57.Morris, J. D., & Boone, M. A. (1998). The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent an Emotional Advertising Condition. Advances in Consumer Research, 25, 518-526.
58.Muehling, D.D. (1987). Comparative Advertising: The Influence of Attitude-Toward-the-Ad on Brand Evaluation. Journal of Advertising, 16(4), 43-49.
59.Park, C. W., & Young, S. M. (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, 23(1), 11-24.
60.Percy, L., & Rossiter, J. R. (1992). A Model of Brand Awareness Brand Attitude Advertising Strategies. Psychology and Marketing, 9(4), 263-274.
61.Petty, R. E. & Cacioppo, J. T.. (1981). Attitude and Persuasion Classic and Contemporary Approaches. Iowa: Wm. C. Brown Co.
62.Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central & Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135-146.
63.Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
64.Pope, D. (1983). The Making of Modern Advertising. New York: Basic Books.
65.Schiffman, L. G. and L. L. Kanuk. (2000). Consumer Behavior, (7th ed.). Prentice Hall, Inc..
66.Sengupta.J. and Fitzismon G.J. (2000). The Effects of Analyzing Reasons for Brand Preferences : Disruption or Reinforcement. Journal of Marketing Research, 37(3), 318-330.
67.Sewall, M. A., & Sarel, D. (1986). Characteristics of Radio Commercials and Their Recall Effectiveness. Journal of Marketing, 50(1), 53-60.
68.Sherif, M., and H. Cantril, (1947). The Psychology of Ego-involvement. New York: John Wiley and Sons, Inc.
69.Shimp, T.A.(1981). Attitude Toward the Ad as a Mediator of Consumer Brand Choice. Journal of Advertising, 10(2), 9-15.
70.Slama, M., & Tashchian, A. (1985). Elected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement. Journal of Marketing, 49, 72-82.
71.Solomon R. M. (1999). Consumer Behavior: Buying, Having, and Being. New Jersey: Prentice Hall International, Inc.
72.Solomon, M. R. (2002). Consumer behavior (5th ed.). Englewood Cliffs, NJ: Prentice Hall.
73.Stewart, D. W., & Furse, D. H. (1986). Effective Television Advertising: A study of 1000 commercials. Lexington, Massachusetts: Lexington Books.
74.Stout, P., & Leckenby, J. D. (1986). Measuring Emotional Response to Advertising. Journal of Advertising, 15(4), 35-42.
75.Stout, P., & Leckenby, J. D. (1988). Let the Music Play: Music as a Nonverbal Element in Television Commercial. Nonverbal Communication in Advertising. MA: Lexington Books, 207-233.
76.Sullivan, G. L. (1990). Music Format Effects in Radio Advertising. Psychology and Marketing, 7(2). 97-108.
77.Swinyard, W. R. (1993). The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of Consumer Research, 20, 271-280.
78.Taylor, S. E., Peplau, L. A., & Sears, D. O. (1994). Social Psychology (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.
79.Tyebjee, T. (1979). Respones Time, Conflict, and Involvement in Brand Choice. Journal of Consumer Research, 6(3), 295-304.
80.Vaughn, R.(1980). How Advertising Works: A Planning Model. J. Journal of Advertising Research, 20(5).
81.Vaughn, R. (1986). How Advertising Works: A planning Model Revisited. Journal of Advertising Research, 26(1), 57-63.
82.Vaughn, R. (1980). How advertising works: A planning Model. Journal of Advertising Research, 20(5), 27-33.
83.Warrington, P. and S. Shim (2000). An Empirical Investigation of the Relationship Between Product Involvement and Brand Commitment. Psychology and Marketing, 17, 761-782.
84.Wilkie, W. (1994). Consumer Behavior. New York: John Wiley and Sons, Inc.
85.Wright, P. L. (1973). The Cognitive Processes Mediating Acceptance of Advertising. Journal of Marketing Research, 10, 53-61.
86.Yalch, R. F. & Spangenberg, E. (1990). Effects of Store Music on Shopping Behavior. Journal of Consumer Marketing, 7(2), 55-63.
87.Yalch, R. F. (1991). Memory in a Jingle Jungle: Music as a Mnemonic Device in Communicating Advertising Slogans. Journal of Applied Psychology, 76, 268-275.
88.Zaichowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.
89.Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15, 4-14.
90.Zimny, GH and Weidenfeller EW. (1962). Effects of Music upon GSR of Children. Child Development, 33, 891-896.
91.江建良(1997)。廣告訊息處理及其效應之探討。商學學報,5。
92.李維靈、郭世和、張利中(1996)。音樂偏好與情緒智力之相關研究-以某大學休閒系一年級學生為例之初探。大葉學報,13。
93.田中洋、丸岡吉人(1999)。新廣告心理(Advertising Psychology)(蔡崑霖譯)。台北市:朝陽堂。(原作民1991年出版)
94.吳國安(2000)。台灣電視廣告歌曲的演變:1967~2009。世新大學公共關係暨廣告學系研究所碩士論文。
95.林克明(1996)。台灣廣告音樂史。廣告雜誌,63,24-25。
96.林品章、楊朝明(2007)。雙關修辭的廣告與認知需求對廣告效果的影響。設計學報,13(2)。
97.林建煌(1993)。節目氣氛與音樂關聯性對廣告效果之影響研究。廣告學研究,2,1-36。
98.紀佳妏(2002)。藉感覺儲存器之概念探討幫助消費者記憶之機制~以廣播廣告為例。桃園縣:國立中央大學企業管理研究所碩士論文。
99.楊朝明、林品章(2007)。隱喻修辭的視覺圖像與標題對廣告效果的影響。設計學報,12,19-35。
100.楊朝明(2010)。從購買決策模型(FCB Model)中探討雙關廣告的幽默效果。設計學研究,11,43-64。
101.林建煌、黃子嫚(1998)。電視廣告音樂、廣告特性與產品屬性之相關研究。廣告學研究,10,51-68。
102.許安琪、樊志育(2002)。廣告學原理。台北市:揚智文化。
103.許惠珠、翁景民(1994)。音樂對廣告效果影響之研究。廣告學研究,3,21-68。
104.彭縱仁、練乃華(2005)。廣告音樂在不同涉入型態下之效果與影響機制。管理學報,22(4),415-428.
105.蕭富峰(1991)。廣告行銷讀本。台北:遠流。
106.蕭湘文(2009)。廣告傳播。台北:威仕曼。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top