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博碩士論文 etd-0110114-105704 詳細資訊
Title page for etd-0110114-105704
論文名稱
Title
幽默有效嗎?性訴求廣告類型、產品類別與認知風格對廣告效果的影響
Is Humor Effective? Influences of Type of Sex Appeals, Product Type and Thinking Style in Advertising Effectivenes
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
87
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-07-30
繳交日期
Date of Submission
2014-02-10
關鍵字
Keywords
認知風格、幽默、性訴求
humor, sex appeals, thinking style
統計
Statistics
本論文已被瀏覽 5785 次,被下載 85
The thesis/dissertation has been browsed 5785 times, has been downloaded 85 times.
中文摘要
廣告中運用性訴求的策略,一直以來都受到廣告商的喜愛並且大量地使用。觀察市面上琳瑯滿目的性訴求廣告,除了過去經常使用性訴求包裝廣告的產品之外,更有一些產品是與性無關的。除此之外,還有些性訴求廣告亦同時使用「幽默」作為廣告訴求。然而,在面對幽默廣告時,不同認知風格的消費者會有不同的深受,於是,本研究以性訴求廣告為主題,透過實驗設計建立不同的情境,探討幽默包裝於性訴求廣告時,在不同產品類別下,不同認知風格的消費者對廣告效果的影響。
本研究以實驗設計法進行,操弄兩個自變數,性訴求廣告類型(有幽默vs.無幽默)、產品的類別(產品與性有關vs.產品與性無關);認知風格(理性思考vs. 經驗思考)採用量表衡量,為2X2X2的三因子設計。透過廣告建立四種不同的實驗情境,觀察不同認知風格的消費者在不同情境下對廣告展現的品牌態度及購買意圖。
研究結果顯示,當產品與性無關時,具有幽默的性訴求廣告會獲得較佳的廣告效果,但在與性相關的產品推廣上則無此差異。若將產品類別與認知風格一同考量時,對於理性型認知風格者而言,加入幽默的性訴求會弱化產品類別在廣告
效果上的影響;對於經驗型認知風格者而言,加入幽默的性訴求會強化產品類別在廣告效果上的影響。根據此結果,企業在設計性訴求廣告方案時,必須根據產品的特性以及消費者的認知風格,輔以有幽默或無幽默的性訴求廣告,以得到較佳的廣告效果。
Abstract
Sex appeals have been commonly used and used to promote a wide range of product categories. Because of high popularity of sex appeals, advertisers start to combine other elements to enhance advertising effectiveness. Humor is one of the options. However, not all consumers favorably respond to humor in ads. The present study examines how product type and consumer individual differences in thinking style influence advertising effectiveness when sex appeals and humor appeals are both used at the same time.
The present study uses experimental design to investigate the advertising effects of different sex appeals (with humor vs. without humor), product type (sexually-related vs. non-sexually related) and thinking style (rational vs. experimental). A 2X2X2 between-subjects design is conducted. The first two variables are manipulated while the final one is measured. The advertising effects are measured by attitude toward brand and purchase intension.
The results indicate sex appeals with humor are more effective in promoting a non-sexually related product than those without humor. Nevertheless, no such differences are found in sexually-related product promotion. Results further indicate that, for rational thinkers, sex appeals with humor weaken the influences of product type on advertising effectiveness. For experimental thinkers, sex appeals with humor intensify the influences of product type on advertising effectiveness. According to these findings, this study suggests that marketers should consider not only product type being promoted but also the consumers’ thinking style before using humor or not in sex appeals to maximize the advertising effects.
目次 Table of Contents
目錄
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 6
第五節 論文架構與流程 6
第二章 文獻探討 8
第一節 前言 8
第二節 性訴求廣告的定義與分類 8
一、性訴求廣告的定義 8
  二、性訴求廣告的分類 9
第三節 性訴求廣告效果 9
第四節 產品類別對性訴求廣告的影響 12
一、產品類別對性訴求廣告效果的影響 12
二、廣告流暢性作為解釋產品類別對性訴求廣告效果的影響之理論基礎 12
第五節 幽默廣告定義及廣告效果 14
第六節 認知風格 16
第七節 小結 17

第三章 研究設計與方法 18
第一節 前言 18
第二節 研究假設與架構 18
一、性訴求廣告類型與產品類別的交互作用對性訴求廣告效果的影響 18
二、性訴求廣告類型、產品類別與認知風格對性訴求廣告效果的影響 19
第三節 前測 21
一、產品與性是否一致之確認 21
二、性訴求與幽默操弄確認 22
第四節 研究變數的操作型定義與衡量 25
一、自變數 25
二、依變數 27
三、 個人差異變數 28
第五節 研究設計 28
一、問卷題項設計 29
二、 抽樣方法 30
第六節 小結 30
第四章 研究結果分析 31
第一節 前言 31
第二節 樣本背景資料 31
第三節 個人認知風格分組 32
第四節 信度分析 33
第五節 研究設計之檢驗 33
一、產品是否與性相關之確認 33
二、性訴求與幽默操弄確認 34
三、潛在共變數檢定 36
第六節 研究假設之檢驗 36
一、以品牌態度為依變數進行研究假設檢驗 39
二、以購買意圖為依變數進行研究假設檢驗 43
三、以受測者性別對三維交互作用的影響 47
第七節 小結 53
第五章 結論與建議 54
第一節 前言 54
第二節 研究結果討論 54
一、假設一不顯著的可能原因 54
二、產品類別、性訴求廣告類型與認知風格存在交互作用的影響 55
三、性別對三維交互作用的影響 56
第三節 研究貢獻 56
一、理論貢獻 57
二、實務貢獻 57
第四節 研究限制 58
一、廣告的操弄 58
二、以學生為樣本的便利抽樣 58
三、實驗設計法 59
第五節 未來研究建議 59
一、廣告幽默類型的影響 59
二、產品類別的影響 60
三、認知風格差異的影響 60
四、情緒的影響 61
第六節 小節 61
參考文獻 . 62
附錄一 前測問卷 70
附錄二 正式問卷 72
附錄三 廣告圖片 75
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