廣告感性策略下，「異形廣告」、「無彩色廣告」與「一般廣告」對FCB模式區隔中產品之溝通效果研究

Abstract

廣告的經典之作往往是透過視覺藝術為基礎進行訊息的傳達。然而近年的廣告研究則過分強調廣告中的邏輯化原則，偏重在訊息傳遞處理而忽略了廣告「視覺化」的本質，間接促使廣告實驗的結果和現實實際狀況脫節，使廣告學術界和實務界一直有無法跨越的鴻溝。基於此，本研究從視覺傳達設計出發，在廣告感性策略的前提之下，以平面雜誌媒體為例，探討平面廣告中的「異形廣告」與「無彩色廣告」與「一般廣告」對FCB 模式區隔中產品之廣告溝通效果，透過認知反應評估其說服性態度的發生路徑。從研究結果中探討四種不同類別的產品在不同廣告藝術呈現方式中所產生的廣告效果。本研究採實驗設計法，分成前測實驗和主要實驗兩部份。對「異形廣告」、「無彩色廣告」、「一般廣告」的廣告溝通效果予以評比藉以求證不同的產品類別適用的廣告呈現方式。 研究結果顯示，在不同產品間具立體造形性的「異形廣告」廣告效果皆優於一般廣告，此兩者又勝過無彩色廣告。證實「異形廣告」確實達到吸引人的目的並刺激了購買的意願。「無彩色廣告」則會產生負面的評價，一般廣告則溝通成效平平。

Most well-known outstanding advertisements (ads. for short) communicate their intention on the basis of visual art. It the recent year, however, the ads. researches emphases too much on their logical ization, which focuses on the information process but ignores the nature of "visualization". Therefore, a deep gap was generated between the theoretical experiment and practical implement in ads. This research, based on the theory of visual communication design and took examples of the magazine media, was done through a sensitive ads. strategy to discuss the advertisement's communication effect of the products in the FCB division upon the "three-dimensional ads.", "colorless ads.", "general ads." The research precedures used in this study consisted of two phases; the pilot and formal one. The purpose of this study was to understand the latent reasons affecting the interviewers' attitude change as well as to investigate the advertisement's effect of the four indicated products by using three different advertisement's presenting styles (three-dimensional ads., colorless ads., general ads.). According to the test results, the ads.'s effect of the three-dimensional ads. is the most favorite one responded by the interviewers, and followed by the general ads. and colorless ads. The results have proved that the three-dimensional ads. surely achieves its purpose in catching customer's eyes and sitmulating their wills to purchase merchandise. Meanwhile, the use of the colorless ads. may result in negative effect.