The Study on Brand Personality of Automobile Advertisements and the Communication of Brand Personality

Abstract

本研究將2006至2008年十月台灣前三大汽車雜誌（一手車訊、超越車訊和汽車購買指南）的汽車平面廣告，以內容分析法與Aaker（1997）的品牌個性尺度為分類準則，探討汽車廣告業主採用何種品牌個性來塑造品牌。本研究以內容分析發現汽車業者主要以教養、刺激和勝任的品牌個性來塑造品牌。本研究亦以實驗法，針對教養、刺激和勝任的品牌個性，探討不同的品牌個性應搭配何種程度外表吸引力的模特兒進行傳播。研究結果發現品牌個性與模特兒外表吸引力對傳播效果皆有顯著的影響。且以廣告態度而言，不論品牌個性為高刺激或低刺激、高勝任或低勝任、高教養或低教養，均適合與高度外表吸引力的模特兒搭配。以品牌態度而言，當品牌個性為高刺激時，高度與適度外表吸引力的模特兒無顯著差異；當品牌個性為低刺激時，適度外表吸引力模特兒邊際顯著優於高度外表吸引力的模特兒，其餘不論品牌個性為高勝任或低勝任、高教養或低教養，高度與適度外表吸引力的模特兒的品牌態度皆無顯著差異。

This study uses content analysis to investigate the brand personalities of automobile advertisements according to brand personality scale (sincerity, excitement, competence, sophistication, and ruggedness) of Aaker (1997). The advertisements' were selected from the top three automobile magazines in Taiwan (i.e., ”Car News”, ”Taiwan Motor”, and ”Car Guide”) from January 2006 to October 2008. This study found that the dimensions of sophistication, excitement, and competence are more frequent than sincerity and ruggedness in brand personalities. In addition, the study uses experimental design to investigate the match-up between the levels of models' physical attractiveness and that of sophistication, excitement, and competence used to communicate brand personalities. This study found that brand personality and models' physical attractiveness have a significant impact on the communication effect. For attitude toward advertisement, no matter whether brand personalities convey high or low excitement, high or low competence, or high or low sophistication, highly attractive models are liked more than normally attractive ones are. For attitude toward brand, there is no significant difference between highly and normally attractive models when the brand personality conveys high excitement, while normally attractive models are marginally significantly liked more than highly attractive models when the brand personality conveys low excitement. For the remaining brand personalities, regardless of high or low competence or high or low sophistication, highly attractive models are more liked than normally attractive ones are.