标题: 广告诉求、代言人类型对推广核能发电之沟通效果
The Communication Effect for Popularizing Nuclear Power Generation by Advertising Appeal and Spokesperson's Type
作者: 吴建宗
Chien-Tsung Wu
黄仁宏
Dr. Jen-Hung Huang
经营管理研究所
关键字: 广告诉求;代言人;核能发电;沟通效果;Advertising Appeal;Spokesperson;Nuclear Power Generation;Communication Effect
公开日期: 2000
摘要:  本研究旨在探讨广告讯息中,不同的诉求与代言人组合对阅听人广告效果的影响差异程度为何。本研究以推广核能发电广告为例,藉由不同的讯息内容设计,衡量广告效果的五个因变数:“广告回忆率”、“广告态度”、“产品态度”、“产品接受度”及“对代言人态度”。
本研究采用3(情感诉求)×4(代言人)的二因子实验设计,受试样本为新竹县市八所大学暨独立学院,共收集367份有效问卷。主要的资料统计方法为因素分析、变异数分析( ANOVA )及t检定。经统计分析方法,获得下列结果:
1、广告诉求、代言人及其组合,对广告态度、产品接受度、广告议题涉入程度、对核能发电的态度,皆未达显着差异。
2、诉求形式对广告记忆有显着差异。不同的广告诉求形式对广告记忆的影响,以恐惧诉求最佳,显着的优于感性诉求及理性诉求。
3、诉求形式、诉求组合对产品态度有显着差异;诉求形式与代言人类型二因子之间交互作用,对产品态度亦有显着差异。而对于不同的诉求形式以理性诉求最佳。广告诉求组合则以理性_CEO为最佳。
4、代言人类型及诉求组合对代言人态度有显着差异。不同的代言人类型以名人及专家最优。不同的诉求组合则以理性_专家最优,恐惧_CEO最差。
5、在人口统计变数部份,
a、性别会影响产品态度及核能发电的态度;两者皆男生比女生高。
b、年龄会影响代言人态度;年龄大者得分较高。
c、教育程度会影响广告回忆率及广告议题涉入度;在广告记忆得分上,教育程度高者比教育程度低者高。在广告议题涉入度部份,专科学生的得分显着的高于大学、研究所学生。
d、就读学院会影响广告议题涉入度。
e、月支配零用金会影响核能发电的态度。
 This study aimed to examine the communication effect through advertising appeal and spokesperson's type in color file ads. The experimental product is "nuclear power generation".
The main objective of this research is to investigate the effectiveness of the five factors-"recall of advertising " , "attitude toward advertising" , " attitude toward product" , " acceptability toward product" and " attitude toward spokespersons "-under different type of advertising appeals (emotional /fear/ rational) and different type of spokespersons (celebrity / expert / CEO / typical consumer) of the copy.
This study uses 3 × 4 factorial experimental design. Questionnaire surveys the students in eight universities or colleges located in Hsin-Chu , and 367 valid samples were collected. The data was analyzed mainly by factor analysis, analysis of variance ( ANOVA ) and t test.
The results are as follows:
1、 There is no significant difference during the effect of "attitude toward advertising" , " acceptability toward product" , "involvement of advertising topic" and "attitude toward nuclear power generation " under different mixes of advertising(appeals v.s spokespersons).
2、 There is significant difference at the effect of recall-of-advertising under different type of advertising appeals of the copy . The effectiveness of fear-appeal is better than the other appeals(emotional / rational).
3、 There is significant difference at the effect of product-attitude under different type of advertising appeals and different mixes of advertising(appeals v.s spokespersons). The interaction effect between type-of- advertising-appeals and type-of-spokespersons toward product-attitude is also guite different. The effect of product-attitude is the best when advertising appeals are rational. CEO matches rational advertising appeals can product the best advertising effectiveness.
4、 There is significant difference at the effect of attitude-toward- spokespersons under different type of spokespersons and different mixes of advertising(appeals v.s spokespersons). The effect of attitude-toward-spokespersons is the best when type of spokespersons is celebrity or expert. Expert matches rational advertising appeals can product the best advertising effectiveness,but CEO matches fear advertising appeals can product the worst advertising effectiveness.
5、 On variable of demographics:
a、The gender affects product-attitude and attitude-toward-nuclear- power-generation, and male have best product-attitude than female.
b、The age affects attitude-toward-spokespersons ,and elder have best attitude-toward-spokespersons than junior.
c、The level of education affects recall-of-advertising ,and higher level of education have best recall-of-advertising than lower. The level of education affects involvement-of-advertising-topic ,and the student of junior college have best involvement-of-advertising- topic than other level of education.
d、The type of college affects involvement-of-advertising-topic.
e、The amount of petty cash affects attitude-toward-nuclear-power generation.
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT890457030
http://hdl.handle.net/11536/67416
显示于类别:Thesis