臺灣博碩士論文加值系統

視像元素 (visual components) 和資訊類型 (information cue types) 都是影響廣告呈現的重要因素。平面廣告中主要的視像元素包含人物與產品寫真以及圖表。而這些視像元素在雜誌化妝品廣告中也扮演很重要的角色，因為可使廣告更具吸引力。此外，有些研究已探討過平面化妝品廣告中的資訊類型 (e.g., Liao, 2003; Pu, 2003)。舉例來說，使用成效、產品特色及產品安全性的資訊常出現在雜誌化妝品廣告裡。然而，迄今很少文獻探討網路化妝品廣告的視像元素和資訊類型。另外，關於平面和網路化妝品廣告的對比分析，探究上述二個面向的研究仍十分缺乏。

因此，本論文旨在建構平面和網路化妝品廣告的跨媒體對比分析，探究其視像元素和資訊類型的呈現方式。本研究主要探討平面及網路媒體的特性如何影響化妝品廣告中此二面向之表現方式。現今，女性流行雜誌和線上購物網站不僅是最新化妝商品的宣傳媒介，同時也提供女性消費者大量美妝資訊。此研究選取女性英文流行雜誌中的化妝品廣告作為平面化妝品廣告樣本，而網路化妝品廣告樣本取自英文雅虎購物網站。

研究結果顯示，女性流行雜誌中的化妝品廣告比線上購物網站中的化妝品廣告更為視覺導向。人物寫真很常出現在平面化妝品廣告裡。而此視像元素通常在雜誌化妝品廣告之頁面中佔了很大的篇幅。另外，雜誌化妝品廣告非常注重品牌代言形象。漂亮模特兒代言化妝品的寫真能有效傳達品牌商品之優點及使用功效。“推薦和代言”的訊息因此很常出現在雜誌化妝品廣告裡，此資訊並主要透過人物寫真以視覺化的方式呈現。高度商業取向為線上購物網站之特性，所以強調產品的銷售價格、快速的購買方式、產品折扣和產品運送訊息。因此像是文字化呈現的資訊類型如“價錢”、“可得性”、“折扣”和“貨運”就時常出現在網路化妝品廣告裡。另外，網路化妝品廣告之頁面常連結品牌商品的臉書網站，如此一來，女性消費者將有興趣透過臉書與朋友分享網路所銷售的化妝產品。

總結而言，期望本研究的結果能給予平面和網路化妝品廣告商有用的資訊。此研究或許能提供平面和網路化妝品廣告商如何提昇其廣告競爭力以達到吸引女性消費者之目標。

Visual components and information cue types are crucial factors closely related with the presentation of ads. Visual components in print ads mainly include photographic people portrayal, photographic product portrayal and illustration. These visual components are also important in cosmetics magazine ads in order to capture attention. In addition, some studies have investigated information cue types in print cosmetic ads (e.g., Liao, 2003; Pu, 2003). For example, there is a frequent appearance of “performance”, “quality” and “safety” information in cosmetics magazine ads. However, to date, little research has been done on visual components and information cue types in online cosmetic ads. And there is lack of comparative study of print and online cosmetic ads with regard to these two aspects mentioned above.

Therefore, the objective of this study is to conduct a cross-media comparison regarding the presentation of visual components and information cue types between print and online cosmetic ads. This study aims to investigate how the natures of print and online media influence the presentation of visual components and information cue types in cosmetic ads. Nowadays, both female fashion magazine and Internet shopping mall are important media which not only advertise the latest cosmetic products but also provide female consumers with plenty of beauty messages. Cosmetic ads in English female fashion magazines are chosen as print cosmetic ads samples, with online cosmetic ads samples from English Yahoo! Online Shopping Mall.

The findings of this study showed that cosmetic ads are more visual-oriented in female fashion magazine than in online shopping mall. There is a high presence of photographic people portrayal in print cosmetic ads samples. And this visual component is generally in the dominant portion of cosmetics magazine ads pages. Moreover, cosmetics magazine ads primarily focus on endorsements for brand products. Photographic portrayal of beautiful woman participating in cosmetics use powerfully endorses the excellence of the advertised brand products. Therefore, “testimonials and endorsements” information appears very often in cosmetics magazine ads and is mainly expressed visually through photographic people portrayal. Online shopping mall is highly commercial-oriented in nature and thus puts emphasis on the retail price of the product, the quick access to product purchase, the discount on the product and product shipping message. Therefore, verbally expressed information cue types like “price”, “availability”, “special offers” and “shipment” commonly appear in online cosmetic ads samples. Moreover, online cosmetic ads pages are frequently interlinked with brand product’s facebook website in order to enhance female consumers’ interests in sharing the advertised goods with other friends.

In conclusion, the findings of this study offer useful information for print and online cosmetic advertisers. This research is expected to provide insights to print and online cosmetic advertisers on how to promote the effectiveness of their ads and make their ads appeal to female consumers.

CHINESE ABSTRACT..................i
ENGLISH ABSTRACT................iii
ACKNOWLEDGEMENT..................vi
TABLE OF CONTENTS...............vii
LIST OF TABLES....................x
LIST OF FIGURES................xiii

CHAPTER ONE. INTRODUCTION
1.1 Research Background and Motivation..................1
1.2 Purposes of the Study and Research Questions........5
1.3 Significances of the Study..........................8
1.4 The Organization of this Study......................9

CHAPTER TWO. LITERATURE REVIEW
2.1 The Introduction of Advertising....................10
2.1.1 Cosmetic Advertisings in Female Magazine.........12
2.1.2 Cosmetic Advertisings in Online Shopping Mall....14
2.2 The Layout Structure of Advertising................17
2.2.1 The Visual Part of Layout........................19
2.3 The Information Content of Advertising.............21

CHAPTER THREE. METHODOLOGY
3.1 Research Design....................................30
3.2 Cosmetic Product Category..........................31
3.3 Data Collection....................................32
3.4 Coding Procedure...................................37
3.5 Data Analysis......................................41

CHAPTER FOUR. RESULTS OF QUANTITATIVE RESEARCH
4.1 Overview...........................................45
4.2 The Comparison of Visual Components in Print and
Online Cosmetic Ads....................................46
4.3 The Comparison of Information Cue Types in Print
and Online Cosmetic Ads................................51
4.3.1 The Significantly Higher Presence of Two Information Cue Types in Print Cosmetic Ads........................53
4.3.2 The Significantly Higher Presence of Eight
Information Cue Types in Online Cosmetic Ads...........57
4.3.3 Nonsignificant Difference between Print and Online Cosmetic Ads in the Use of Five Information Cue Types..68
4.4 The Comparison of the Information Level in Print
and Online Cosmetic Ads................................70

CHAPTER FIVE. RESULTS OF QUALITATIVE RESEARCH
5.1 Overview...........................................73
5.2 The Presentation of Visual Components in Print and Online Cosmetic Ads....................................74
5.3 The Presentation of Information Cue Types in Print
and Online Cosmetic Ads................................84
5.3.1 The Verbally Manifested Information Cue Types....84
5.3.1.1 The Verbally Manifested Information Cue Types
with Similar Presentation in both Print and Online
Cosmetic Ads...........................................85
5.3.1.2 The Verbally Manifested Information Cue Types
with Different Presentations in Print and Online
Cosmetic Ads...........................................93
5.3.2 The Visually Manifested Information Cue Type with Similar Presentation in both Print and Online Cosmetic
Ads...................................................106
5.3.3 Both Verbally and Visually Manifested Information
Cue Types .............................................109
5.3.3.1 The Verbally and Visually Manifested Information Cue Type with Similar Presentation both in Print and
Online Cosmetic Ads...................................109
5.3.3.2 The Verbally and Visually Manifested Information Cue Types with Different Presentations in Print and
Online Cosmetic Ads...................................112

CHAPTER SIX. CONCLUSIONS AND IMPLICATIONS
6.1 Research Conclusions..............................124
6.1.1 Quantitative Research Results...................125
6.1.2 Qualitative Research Results....................128
6.2 Implications for Cosmetic Advertisers.............135
6.3 Limitations of the Study..........................136
6.4 Suggestions for Future Research...................137

REFERENCES............................................139
APPENDICES............................................145
Appendix A The Analyzed Cosmetic Product Categories
and BrandNames........................................145
Appendix B The Example of Analysis of Visual Components
and Information Cue Types in Print Cosmetic Ad....... 146
Appendix C The Example of Analysis of Visual Components
and Information Cue Types in Online Cosmetic Ad...... 147
Appendix D Nonsignificant Difference between Print
and Online Cosmetic Ads in the Use of “Quality”Information...........................................149
Appendix E Nonsignificant Difference between Print
and Online Cosmetic Ads in the Use of “Packaging or Shape” Information...................................150
Appendix F Nonsignificant Difference between Print
and Online Cosmetic Ads in the Use of “Guarantees
and Warranties” Information..........................151
Appendix G Nonsignificant Difference between Print
and Online Cosmetic Ads in the Use of “Safety” Information...........................................152
Appendix H Nonsignificant Difference between Print
and Online Cosmetic Ads in the Use of “Product Variations” Information..............................153

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