人類改變了科技，科技也改變了人類。由於科技技術的發展以及Web 2.0的開放互動與分享的精神，使得現今使用者在網路上貢獻內容的行為方興未艾，導致大眾媒體與閱聽人的權力轉移，制碼端與編碼端已然不再有清楚的分界。如今的網路使用者不僅是訊息的接收者，同樣也處於訊息製造者的角色，亦即Abercrombie與Longhurst所謂「擴散的閱聽人」。
根據資策會的調查，台灣的上網人口已經超過了一千萬人。Web 2.0的時代使用者價值至上，代表第二代網路服務的概念。近年來愈來愈多由素人自製的小短片被上傳到影音分享平台，然而細看這些影片，許多創意起源來自於人們的日常對話、社交活動，或受到大眾媒體內容的影響。
白話力量以往是被忽視的，過去也缺乏素人自製影片的研究。本研究志於了解素人自製影片如何使用白話創意元素，以及與廣告訴求交互應用的探討，可豐富此相關領域。最後，對於有意製作網路廣告影片的小型電子商務商店，本研究也可提供策略性的建議。

The Internet is now a prominent part of modern life in the present world. Depending on the stage of development and the progress of science and technology in a given country, it changes the behavior of human beings and causes a power shift in mass media and has transformed the role of the audience. Encoding and decoding are no longer clearly separated activities. Thus today, the internet user is not only a message receiver but also a message producer. It has become a ‘diffused audience’.
According to the Institute of Information Industry’s survey, Taiwan's online population has exceeded currently 10 million. Web 2.0 has raised a more turbulent information revolution when it appeared as the second generation internet. There are a lot of short videos of a vernacular content that are made by amateurs and posted on video sharing websites. The creative origins of these videos come from people’s daily conversations, activities or mass media context.
In this study, we examine the characteristics of vernacular video creations of EC-IC competition which were made by amateurs. There have been a few studies focused on commercial-oriented video done by amateurs, addressing vernacular creativity and analyzing advertising appeals. This research can provide small e-businesses some suggestions on how to conduct advertising strategies online.

論文審定書 i
誌謝 ii
中文摘要 iv
Abstract v
Table of contents vi
Chapter 1　Introduction 1
1.1　Research Background and Motivation 1
1.2　Research Purpose 6
Chapter 2　Literature Review 8
2.1　Online advertising videos 8
2.2　Vernacular creativity 11
2.2.1　Definition and components 11
2.2.2　Vernacular creativity in online videos 14
2.3　Advertising Appeals 19
2.3.1　Fear appeal 20
2.3.2　Sex appeal 21
2.3.3　Humor appeal 22
Chapter3　Research Method 27
3.1　Samples 27
3.2　Coding Sheet 29
3.2.1 Product Categories 29
3.2.2 Vernacular creativity 29
3.2.3 Advertising Appeals 30
3.3 Procedure and Reliability 30
Chapter 4　Results 32
4.1　Vernacular source 32
4.2　Genre 34
4.3　Technique 35
4.4　Advertising appeals 37
Chapter 5　Conclusions 45
5.1　Research findings 45
5.2　Implications of the study 48
5.3　Limitations 49
5.4　Recommendations for future research 49
Reference 51
Appendix A　Coding Sheet 61
Appendix B　Coding Book 63

Abercrombie,N. &Longhurst,B.(1998). In Audiences : A Sociological Theory of Performance and Imagination.London: Sage.
Abrahams, R. D. (2005).Everyday Life: A Poetics of Vernacular Practices. Philadelphia: University of Pennsylvania Press.
Achanta, R. S. V., Yan, W. Q., &Kankanhalli, M. S. (2006). Modeling intent for home video repurposing. IEEE Multimedia, 13(1), 46-55.
Albers-Miller, N. D. & Stafford, M. R. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57.
Andsager, J. L. & Roe, K. (1999). Country music video in country’s year of the woman. Journal of Communication, 49, 69-82.
Arnett, J. J. (2002). The sounds of sex: Sex in teens' music and music videos. In J.Brown, K.Walsh-Childers, &J.Steele (Eds.), Sexual teens, sexual media. Hillsdale, NJ: Erlbaum.
Averbeck, J. M., Jones, A. & Robertson, K. (2011). Prior Knowledge and Health Messages: An Examination of Affect as Heuristics and Information as Systematic Processing for Fear Appeals.Southern Communication Journal, 76(1), 35-54.
Baker, M. J. & Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14, 538-555.
Barton, D. & Lee, C. K. M. (2012). Redefining ernacular Literacies in the Age of Web 2.0.Applied Linguistics, 33(3), 282-298.
Belch, G. E. & Belch, M. A. (1993). Introduction to Advertising & Promotion: An Integrated Marketing Communications Perspective, VH: Irwin.
Berg, E. M. &Lippen, L. G. (2001). Does Humor in Radio Advertising Affect Recognition of Novel Product Brand Names?The Journal of General Psychology, 128(2), 194-205.
Berelson, B. (1952). Content Analysis in ommunication Research. New York: Free Press.
Berelson, B. (1949). What “missing the newspaper” means. In P. F. Lazarsfeld& F. N. Stanton (Eds.), Communication research, 111-129. New York: Harper.
Boden, M. A. (1996). Dimensions of creativity.Cambridge, MA: MIT Press.
Brackett, L. K. & Carr, B. N. (2001). Cyberspace advertising vs. other media: consumer vs. mature student attitude. Journal of advertising research, 41, 23-32.
Brown, D. & Bryant, J. (1983).Humor in the Mass Media.In P. E. McGhee & J. H. Goldsten(Eds.), Handbook of Humor Research. New York: Springer-Verlag.
Bruin, S. (2010). The Influence of Position Effects, Involvement and Congruence of Video Advertisements on Brand Recall and Recognition.Unpublished master dissertation, Erasmus University Rotterdam.
Buckingham, D., Pini, M., & Willett, R. (2007). ”Take back the tube!” The discursive construction of amateur film-and video-making. Journal of Media Practice, 8, 183-201.
Burke, K. (2007). Lights, camera, (sales) action: use video to drive e-commerce sales and loyalty, Target Marketing, 30(5), 25-26.
Burgess, J. & Green, J. (2009).YouTube: Online Video and Pariciparoty Culture. Cambridge: Polity Press.
Burgess, J. (2007). Vernacular creativity and new media. Retrieved April 14, 2012, from http://eprints.qut.edu.au/16378/1/Jean_Burgess_Thesis.pdf
Burgess, J. (2006). Hearing Ordinary Voices: Cultural Studies, Vernacular Creativity and Digital Storytelling. Journal of Media & Culture Studies, 20(2), 201-214.
Catanescu, C. & Tom, G. (2001). Types of Humor in television and magazine advertising. Review of Business, 22(1/2), 92-95.
Chandy, R. K., Tellis, G. J., MacInnis, D. J. &Thaivanich, P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of Marketing Research, 38(4), 399-414.
Chiasson, M.A., Shaw, F.S., Humberstone, M., Hirshfield, S. &Hartel, D. (2009). Increased HIV disclosure three months after an online video intervention for men who have sex with men (MSM).AIDS Care, 21(9), 1081-1089.
Cummings, L. (2012). Scaring the Public: Fear Appeal Arguments in Public Health Reasoning.Informal Logic, 32(1), 25-50.
Denise. (2007). YouTube, the exclusive of video sharing world. Retrieved June 2, 2011, from http://cdnet.stpi.org.tw/techroom/market/eetelecomm/eetelecomm157.htm
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F. &Stavraki, M. G. (2007). Determinants of effective SMS advertising: an experimental study. Journal of Interactive Advertising, 7(2), 16-27.
Duncan, C. P. & Nelson, J. E. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-40.
Eisend, M. (2009).A meta-analysis of humor in advertising.Journal of the Academy of Marketing Science, 37, 191-203.
Frith, K. T., Shaw, P. & Cheng, H. (2005). The Construction of Beauty: A Cross-Cultural Analysis of Women’s Magazine Advertising. Journal of Communication, 55(1), 56-70.
Golan, G. J. &Zaidner, L. (2008). Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel.Journal of Computer-Mediated Communication, 13(4), 959-972.
Goldfarb, A.; Tucker, C. (2011). Online Display Advertising: Targeting and Intrusiveness.Marketing Science, 30(3), 389-404.
Grierson, J. (1966). Grierson on Documentary. London: Faber.
Grossman, L. (2006). Time’s person of the year: You. Time. Retrieved June 4, 2012, from http://www.time.com/time/magazine/article/0,9171,1569514,00.html
Gurkaynak, N., Ucel, E. B. &Gunerergin, M. (2011). Is laughter, as the best medicine, the remedy for crisis' pain? Use of humor in marketing communications. Retrieved April 10, 2012, from http://www.academicjournals.org/ajbm/pdf/pdf2011/4Aug/G%C3%BCrkaynak%20et%20al.pdf
Hansen, M. (1999). The Mass Production of the Senses: Classical Cinema as Vernacular Modernism.Modernism/modernity, 6(2), 59-77.
Herring, S. C. (2010). Web Content Analysis: Expanding the Paradigm. International
Handbook of Internet Research, 233-249.
Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities.Reading. MA: Addison-Wesley.
Hsieh, J. K., Hsieh, Y. C. & Tang, Y. C. (2012). Exploring the disseminating behaviors ofeWOM marketing: persuasion in online video. Electronic Commerce Research, 12(2), 201-224.
Hyllegard, K., Ogle, J. & Yan, RN. (2009).The impact of advertising message strategy–fairlabour v. sexual appeal–upon Gen Y consumers' intent to patronize an apparel retailer. Journal of Fashion Marketing and Management, 13(1), 109-127.
Insightxplorer(2009).The InsightXplorer online video survey. Retrieved June 28, 2011, from http://www.insightxplorer.com/specialtopic/2009_11_video.htm
Insightxplorer (2010).InsightXplorer video advertisements survey. Retrieved June 28,
2011, from http://www.insightxplorer.com/specialtopic/2010_03_10.htm
Jenkins, B. (2011). Consumer Sharing of Viral Video Advertisements: A Look into Message and Creative Strategy Typologies and Emotional Content. , Retrieved April 7, 2012, from http://www.american.edu/soc/communication/upload/Blaise-Jenkins.pdf
Kassarjian, H. H.(1997). Content Analysis in onsumer Research.Journal of Consumer Research, 1(4),8-18.
Keen, A. (2008).The Cult of the Amateur : How Blogs, Myspace, Youtube, and the Rest of Today's User-Generated Media Are Destroying Our Economy, Our Culture, and Our Values. New York, NY: Doubleday.
Kellaris, J. J. & Cline, T. W. (2007). Humor and ad memorability: On the contributions of humor expectancy, relevancy, and need for humor. Psychology & Marketing, 24, 497-509.
Kim, J. (2012). The institutionalization of YouTube: From user-generated content to professionally generated content. Media, Culture & Society, 34(1), 53-67.
Kotler, P. & Armstrong, G. (2005).Marketing: An introduction, 7th ed, New Jersey:
Prentice Hall.
Kotler, P. & Armstrong, G. (1994).Principles of Marketing, 6th ed., New Jersey: Prentice-Hall.
Lee, M. J. & Shin, M. (2011). Fear Versus Humor: The Impact of Sensation Seeking on Physiological, Cognitive, and Emotional Responses to AntialcoholAbuse Messages. The Journal of Psychology, 145(2), 73-92.
Lennon, R. &Rentfro, R. W. (2010). Are Young Adult' Fear Appeal Effectiveness Ratings Explained by Fear Arousal, Perceived Threat and Perceived Efficacy?. Innovative Marketing, 6(1), 56-63.
Leonidou, L. C. &Leonidou, C. N. (2009). Rational Versus Emotional Appeals in Newspaper Advertising: Copy, Art, and Layout Differences. Journal of Promotion Management, 15(4), 522-546.
Liau, J. F. (2001). Movie Guide. Taipei: Yuan-Liou.
Liebetmann, Y. & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13, 237-249.
Lohtia, R., Donthu, N. & Hershberger, E. K. (2003). The Impact of Content and Design Elements on Banner Advertising Click-through Rates. Journal of Advertising Research, 43(4), 410-418.
Lorentz, P. (2008). The Documentary Film. Retrieved June 22, 2012, from: http://parelorentzcenter.net/fdr_film.php
Loroz, P. S. (2006). The generation gap: a Baby Boomer vs Gen Y comparison of religiosity, consumer values, and advertising appeal effectiveness. Advances in Consumer Research, 33(1), 308-309.
Lotz, A. (2007). The Television Will Be Revolutionized. New York: New York University Press.
Maybin, J. (2007). Literacy Under and Over the Desk: Oppositions and Heterogeneity.Language and Education, 21(6), 515-530.
McCoy, S., Everard, A., Polak, P. &Galletta, D. F. (2007). The effects of online advertising. Communications of the ACM, 50(3), 84-88.
McCarthy, A. (2006). Questions of Method in Cultural Studies (Vols. 2).MA: Blackwell, 21-53.
Meadows, D. (2003). Digital Storytelling: Research-Based Practice in New Media. Visual Communication, 2(2), 189-193.
Mei, T., Hua, XS., Yang, L. & Li, S. (2007). VideoSense–Towards Effective Online Video Advertising.Proceedings of ACM Multimedia, Augsburg, Germany.
Ortega-S, A. A. (2011). Effectively offending to sell: Consumer response to shocking visual merchandising presentations. Retrieved April 24, 2012, from http://digitool.library.colostate.edu/exlibris/dtl/d3_1/apache_media/L2V4bGlicmlzL2R0bC9kM18xL2FwYWNoZV9tZWRpYS8xMTU1MTM=.pdf
Paek, H. J., Kim, K. & Hove, T. (2010). Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses. Health education research, 25(6), 1085-1099.
Paterson, A. (2012). Internet graffiti: Blogs, wikis, YouTube, and how to get teen voices online. Retrieved April 24, 2012, from http://ocs.library.dal.ca/ojs/index.php/YAHS/article/viewFile/479/475
Perry, S. D. (2001). Commercial Humor Enhancement of Program Enjoyment: Gender and Program Appeal As Mitigating Factors. Mass Communication and Society, 4(1), 103-116.
Pollock, S. (2000). Cosmopolitan and vernacular in history.Public Culture, 12 (3), 591-625.
Porter, L. & Golan, G. J. (2006). From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising.Journal of Interactive Advertising, 6(2), 30-38.
Purcell, K. (2010). The State of Online Video. Retrieved June 12, 2012, from
http://uploadi.www.ris.org/editor/1276126693PIP-The-State-of-Online-Video.pdf
Reichert, T., Childers, C. C. & Reid, L. N. (2012). How Sex in Advertising Varies by Product Category: An Analysis of Three Decades of Visual Sexual Imagery in Magazine Advertising. Journal of Current Issues & Research in Advertising, 33(1), 1-19.
Reichert, T. & Carpenter, C. (2004). An update on sex in magazine advertising: 1983 to 2003. Journalism & Mass Communication Quarterly, 81(4), 823-37.
Reid, L. N. &Soley, L. C. (1983). Decorative models and the readership of magazine ads. Journal of Advertising Research, 23(2), 27-32.
Riech, D. (1997). Waiting for Guffaw: A Serious Look at Humor and Why You Sould Avoid It. Direct Marketing, 36-38.
Rosenkrans, G. (2010). Maximizing User Interactivity through Banner Ad Design. Journal of Promotion Management, 16(3), 265-287.
Ruiter, R. A. C., Abraham, C. &Kok, G. (2001). Scary warnings and rational precautions: A review of the psychology of fear appeals. Psychology and Health, 16, 613-630.
Russo, J. L. (2009). User-Penetrated Content: Fan Video in the Age of Convergence. Cinema Journal, 48(4), 125-130.
Scholten, J. (1988). Born in the U.S.A.: Vernacular Music and Public Education. Music Educators Journal, 74(5), 22-25.
Simpson, P. M., Horton, S. & Brown, G. (1996). Male nudity in advertisements: A modified replication and extension of gender and product effects. Journal of the Academy of Marketing Science, 24(3), 257-262.
Slater, M. D. (1999). Drinking and driving PSAs: A content analysis of behavioral influence strategies. Journal of Alcohol and Drug Education, 44 (3), 68-81.
Steele, K. A. (2012). Laughter vs. fear: The role of political humor in combating fear appeals. Retrieved Sep. 21, 2012, from http://www.udel.edu/communication/web/thesisfiles/steele-thesis.pdf
Sternberg, J. &Lubart, T. (Ed.).(1999). Handbook of creativity (Vol. 1). Cambridge: Cambridge University Press.
Taute, H. A., McQuitty, S., Sautter, E. P. (2011). Emotional Information Management and Responses to Emotional Appeals. Journal of Advertising, 40(3), 31-43.
Terblanche-Smit, M. &Terblanche, N. S. (2010). Race and attitude formation in HIV/Aids fear advertising. Journal of Business Research, 63, 121-125.
Treise, D., &Weigold, F. M. (2001). AIDS Public Service Announcements: Effects of fear and repetition on predictors of condom use. Health Marketing Quarterly, 18(3/4), 39-61.
Turner, J. S. (2011). Sex and the Spectacle of Music Videos: An Examination of the Portrayal of Race and Sexuality in Music Videos.Sex roles, 64(3-4), 173-191.
Vanoye, F., Frey, F. &Lete, A. (2002).Le cinema. Paris: Nathan.
Ward, L. M., Hansbrough, E. & Walker, E. (2005). Contributions of Music Video Exposure to Black Adolescents’ Gender and Sexual Schemas.Journal of Adolescent Research, 20(2), 143-166.
Weinberger, M. G. &Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35-59.
Wells, W., Burnett, J. & Moriarty, S. (1992).Advertising Principles and Practice, NJ: Prentice-Hall.
Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communications Monographs, 59, 329-349.
Wong, N. C. H. & Cappella, J. N. (2009). Antismoking Threat and Efficacy Appeals: Effects on Smoking Cessation Intentions for Smokers with Low and High Readiness to Quit.Journal of Applied Communication Research, 37(1), 1-20.
Yan, RN., Ogle, J. P., Hyllegard, K. H. (2010). The impact of message appeal and message source on Gen Y consumers' attitudes and purchase intentions toward American Apparel. Journal of Marketing Communications, 16(4), 203-224.
Zimmermann, P. R. (1996). Geographies of Desire: Cartographies of Gender, Race, Nation and Empire in Amateur Film.Film History, 8, 85-98.
Zimmermann, P. R. (1995). Reel Families: A Social History of Amateur Film. Indiana University Press.