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研究生:韓豫傑
研究生(外文):Han Yu Jie
論文名稱:廣告訴求方式、代言人說服力對不同產品類型的廣告溝通效果之影響
論文名稱(外文):The impact of advertising communication effects between appeals and spokesperson's persuasion
指導教授:卓峯志
口試委員:許安琪游易霖
口試日期:2014-07-22
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所碩士在職專班
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:97
中文關鍵詞:廣告訴求代言人說服力廣告溝通效果產品類型
外文關鍵詞:advertising appealsspokesperson persuasivenesseffect of advertising communicationproduct categories
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在競爭激烈的消費市場當中,廣告是企業主最常運用的一種行銷方式,透過不同的廣告訴求,吸引消費者對產品的注意力,進而購買,甚至會透過請名人代言方式來提升品牌形象,增加說服力。這些作法是否確實對廣告溝通效果會有所影響?而在不同類型產品的廣告當中,廣告訴求、代言人說服力與廣告溝通效果間的關連性為何?這都是本研究想要探討的主題。
本研究選擇高理性/高感性、高理性/低感性、高感性/高理性、高感性/低理性等四種類型產品廣告,經前測後每個類型產品挑出理性訴求為主及感性訴求為主的廣告各一,共八則廣告進行研究。透過網路問卷調查蒐集共300份樣本進行分析後發現:一、廣告訴求不同在廣告效果上會有所差異,高感性/高理性以及與高理性/低感性之產品廣告採感性訴求者在廣告溝通效果上高於採理性訴求者,而低理性/低感性之產品廣告則是採理性訴求者高於採感性訴求者。二、廣告訴求、代言人說服力與廣告溝通效果具有中、高度正向相關,當廣告訴求、代言人說服力較高時,廣告溝通效果得分也較高。三、廣告訴求、代言人說服力會影響廣告溝通效果,廣告訴求以及代言人說服力得分越高其整體廣告溝通效果越好。四、產品種類不同對廣告訴求、代言人說服力與廣告溝通效果間之關係無太大影響,產品分類只是一個概念且產品的性質無時不在改變,很難以單純的四種分類來將所有產品確切區分,因此不同類產品其廣告訴求、代言人說服力對廣告溝通效果影響的解釋力差距並不大。
針對上述結論,研究者提出四點建議如下:一、廣告訴求應明確,無論是理性訴求或感性訴求只要廣告訴求能良好的傳達廣告溝通效果就會出現,因此無論選擇哪一種訴求,最重要的還是所設計的廣告訴求是否能明確傳達給消費者。二、選擇具吸引力跟專業性的代言人,以本研究結果來看吸引力跟專業性對廣告溝通效果的影響較突出,當然仍需要注意代言人本身特質是否與產品配合。三、瞭解產品特質與消費者消費行為,行銷人員在做廣告規劃時應先對廠商之產品定位做了解,然後針對消費對象的特質及需求,選擇適當的廣告訴求及代言人來進行廣告設計,才能有顯著的效果。四、重視目標市場族群調查,不同族群消費者偏好不同,因此實際進行廣告設計時,必須要謹慎區隔出到底什麼樣的消費者是這個產品的目標市場。
Advertising is the most common marketing methods which business owners use in the highly competitive consumer market. Through different appeals, advertising attracts the consumer’s attention of products, and further to purchase them. Some business owners even hires celebrities to represent products in order to enhance and convince the brand image. Do these practices indeed impact the effect of advertising communication? What relevance is between advertising appeals, spokesperson persuasive among different categories of products’ advertising?
Among different types of products in advertising, what are the relevance between advertising appeals, spokesperson persuasiveness and the effect of advertising communication? These all are the subjects of this research wanted to explore.
This research chooses four types of product advertising, ”high rationality / high sensibility, high rationality / low sensibility, high sensibility / high rationality, and high sensibility / low rationality”, and picks one rational advertising appeals and one sensible advertising appeals of each type of product after the pre-test, and uses totally eight advertising to research. Through Internet survey questionnaire we collects 300 samples to analysis and find out:First, different advertising appeals will cause different effects of advertising, and with the effect of advertising of high rationality / high sensibility and high rationality / low sensibility product, business owners adopt sensible appeals are better than those adopts rational appeals and low rationality / low sensibility product is more suit for rational appeals. Second, there are medium and highly positive relativity among advertising appeals, spokesperson persuasiveness and the effect of advertising communication. When advertising appeals, spokesperson persuasiveness are higher, advertising communicate effectiveness score are high. Third, advertising appeals and spokesperson persuasiveness will influence the effect of advertising communication. When the score of advertising appeals and persuasive spokesperson are higher, the overall advertising communication effect is better. Fourth, different product categories don’t much impact the relation among advertising appeals, spokesperson persuasiveness and the effect of advertising communication. Product category is just a concept and the character of product often changes, it’s difficult to precisely distinguish all the products only with four categories, so the gap of the effect of advertising communication explanation for different product categories’ advertising appeals and spokesperson persuasiveness isn’t large.
Based on the above conclusions, researcher propose four suggestions as follows:First, the advertising appeal should be clear, whether rational appeal or sensible appeal, the most important is that if the designed advertising appeals transmit to consumers well. Second, base on the results of the research, choose spokesperson who is attractive and professional cause more outstanding outcomes of advertising communication effect in attraction and profession affects, but we still need to pay attention to if the spokesperson’s characteristics are fit for the products. Third, we must understand the product characteristics and the consumer behavior, in order to have a significant effect, when marketing staff plans advertising campaigns, they should understand the product positioning first, then selects advertising appeals and appropriate spokesperson base on consumers’ characteristics and needs to design the advertisements. Fourth, pay attention to the survey of target audience, preferences of different consumer groups are different, so when we design advertisings, we should differentiate what kind of consumers are the target markets of the products.
中文摘要……………II
Abstract……………III
目錄……………V
表目錄……………VI
圖目錄……………VIII
第一章 緒論……………1
第一節 研究背景……………1
第二節 研究動機……………1
第三節 研究目的與問題……………4
第二章 文獻探討……………5
第一節 廣告溝通效果 ……………5
第二節 廣告訴求……………11
第三節 廣告代言人……………17
第四節 產品類型……………24
第三章 研究方法……………31
第一節 研究方法與架構……………31
第二節 研究假設……………32
第三節 研究工具……………33
第四節 分析方法……………47
第四章 研究結果……………49
第一節 廣告訴求與消費者廣告溝通效果……………50
第二節 代言人說服力與廣告溝通效果……………60
第三節 廣告訴求及代言人說服力對消費者廣告溝通效果之影響……………66
第四節 產品類型與廣告效果溝通探討……………74
第五章 研究發現與建議……………78
第一節 研究發現……………78
第二節 研究限制……………81
第三節 研究建議……………82
第四節 研究貢獻……………84
參考文獻……………85
中文部份……………85
英文部份……………86
網站資料……………89

一、中文部分
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李佩琪(2006)。《廣告代言人可信度對廣告效果影響之研究─設計師及模特兒干擾效果》。輔仁大學織品服裝研究所碩士論文。
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許安琪、樊志育(2002)。《廣告學原理》。台北:揚智文化。
侯佳伶(2012)。《品牌形象、代言人可信度、廣告頻率及媒體類型對廣告效果之影響》。龍華科技大學商學與管理研究所碩士學位論文。
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蔡明娟(2006)。《廣告代言人說服力與消費者涉入對廣告溝通效果的影響-以台灣啤酒廣告為例》。環球技術學院中小企業經營策略管理研究所碩士論文。
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二、英文部分
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Hass, R. G. (1981). Effects of Source Characteristics on Cognitive Responses and Persuasion. NJ: Erlbaum.
Holbrook, M. B. & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.
Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 10(3), 23–33.
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Kamins, M. A. (1990). An Investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
Kotler, P. (1995). Marketing Management: Analysis, planning and Control. 8th. ,ed. ,Englewood Cliffs. NJ: Prentice-Hall.
Kotler, P. (1997). Marketing Management Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice-Hall Inc.
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Lutz, R. J., Scott B. M., & George E. B. (1983). Attitude toward the Ad as a mediator of ad effectiveness: Determinates and Consequences. Advance in Consumer Research, 10, 532-539.
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三、網站資料
DMA台北市數位行銷經營協會(2013年3月26日)。2013年12月7日取自 http://www.iama.org.tw/Bulletin/NewsDel/116
臺北市網際網路廣告暨媒體經營協會統計(IAMA),2013年12月7日取自http://www.iama.org.tw/03events_01news_content.asp?nno=18

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