在日常生活裡，隨處可見媒體不斷灌輸大眾瘦身、美體等資訊，例如：瘦才是美、瘦才是健康等觀念。不管在西方還是東方國家，都可觀察到廣告業者長年累月利用模特兒來創造美的標準，且其標準也深深影響到全球社會對自己身形外表的重視，所以許多學者會針對模特兒身體意象進行與外表樣貌、身形體態有關的研究。然而，過往的學者多著墨於纖細形象對個體本身的知覺意識所造成之負面影響，因此本研究欲以透過模特兒身材尺寸的區分為主題，企圖了解其對廣告效的影響。
本研究以實驗設計法進行，操弄模特兒身材尺寸(苗條型vs.豐腴型)、模特兒種族類型(東方人vs.西方人)與產品類別(實用性產品vs.享樂性產品)三個自變數，為2×2×2 三因子設計，透過虛設的模特兒廣告建立八種不同的實驗情境，觀察消費者在不同情境下對廣告展現的產品評價與對模特兒的態度。
研究結果顯示，整體而言苗條型模特兒還是有較好的廣告效果，尤其是模特兒種族為東方人，兩種身材尺寸對廣告效果的差異更為明顯。然而，當模特兒種族為西方人，不論在實用性或是享樂性的產品廣告中，兩種身材尺寸對廣告效果並沒有差異。此外，女性受試者對廣告評價普遍低於男性，反映她們對模特兒的偏好更為敏感。根據以上結果，企業在設計廣告方案時，除了自身推廣之產品類別外，也需要考量廣告模特兒與目標客群的種族相異性，輔以搭配具吸引力的苗條型模特兒，以獲得更好的廣告效果。

In daily life, information of losing weight or improving fitness can be seen everywhere. For example, being skinny is pretty and healthy. No matter in Western or Asian countries, we can observe that standardized ideal image has been established for years through models in advertising. Also, physical attractiveness pursuit becomes important in the global society because of advertising. Hence, more and more researchers interested in body image will take appearance and body shape into account. However, most of previous research focuses on the negative effect of self-consciousness induced by images of being thin. By distinguishing model’s body size into slim and large size, this research examines the factors that may influence the effects of model’s body size in advertising.
The present study uses experimental design to investigate the advertising effects of model’s body size (slim vs. large), model’s race (Asia vs. Western), and product type (utilitarian vs. hedonic). Thus, a 2×2×2 factorial design is conducted. The ad effects are measured by product evaluation and attitude toward the model to observe the response under eight different and fictitious scenarios.
The results indicate that, a model with slim-size is more effective that with large-size. Such influences are stronger when an Asian model is used. Howerever, no matter slim or large the model’s size is, the effect of advertising on utilitarian product and hedonic product are identical when using a Western model. In addition, female participants generally give lower credit on advertising evaluation than male ones, reflecting obviously in their preference of model. According to these findings, this study suggests that marketers should consider not only the product they promote but also the congruency of race between ad model and target consumers, as well as attractive slim-size models, in order to enhance the advertising effects.

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 論文架構與研究流程 7

第二章 文獻回顧 9
第一節 前言 9
第二節 模特兒身材尺寸 9
一、身體意象的定義與內涵 10
二、模特兒身材尺寸對廣告效果的影響 10
三、閱聽人對模特兒理想形象內化的影響 12
第三節　模特兒種族 12
一、模特兒與消費者的種族一致性對廣告效果之影響 13
二、模特兒種族、自我特徵及產品特質一致性對廣告效果之影響 14
第四節 產品類別概述 17
第五節 個人特質對於廣告模特兒的影響 19
第六節 小結 20

第三章 研究設計與方法 21
第一節 前言 21
第二節 研究架構與假設 21
一、模特兒身材尺寸對廣告效果的影響 21
二、模特兒身材尺寸與種族類型對廣告效果的影響 22
三、模特兒種族類型與產品類別的交互作用對廣告效果的影響 22
四、模特兒身材尺寸、種族類型與產品類別對廣告效果的影響 23
第三節 前測 26
一、前測問卷設計 26
二、前測結果分析 26
第四節 研究變數的操作型定義與衡量 28
一、自變數 28
二、依變數 31
三、個人差異變數 32
第五節 研究設計 34
一、正式問卷題項設計 34
二、抽樣方法 35
第六節 小結 35

第四章 研究結果分析 36
第一節 前言 36
第二節 樣本背景資料 36
第三節 依變數題組因素分析 37
第四節 信度分析 38
第五節 研究設計之檢驗 38
一、產品類別操弄確認 38
二、模特兒身材尺寸操弄確認 39
三、模特兒種族類型操弄確認 40
四、潛在共變數檢定 40
第六節 研究假設之檢驗 41
一、以對產品評價為依變數進行研究假設檢驗 47
二、以對模特兒態度為依變數進行研究假設檢驗 50
第七節 個人差異變項對廣告之影響 55
第八節 小結 56
第五章 結論與建議 58
第一節 前言 58
第二節 研究結果討論 58
第三節 研究貢獻 61
一、理論貢獻 61
二、實務貢獻 62
第四節 研究限制 63
一、以學生樣本為便利抽樣 63
二、產品選擇的限制 63
三、實驗設計法 64
第五節 未來研究建議 64
一、增加開放性問題 64
二、針對受訪者以及模特兒性別做交互分析 64
三、產品分類方式 65
四、廣告訴求的呈現 65
第六節 小結 65

參考文獻 67
附錄一 前測問卷一 79
附錄二 前測問卷二 81
附錄三 正式問卷 85

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