代言人為廣告活動的重要手段之一，國內的現有碩士論文大都針對當時名人代言做研究對象，很少針對古人代言做深入的探索。本論文研究古人代言的平面廣告溝通效果；以實驗方法的準3x3x2因子設計驗證各個假設。溝通效果的衡量包括購買意願、產品態度、及產品概念。本研究檢驗古人代言的主效果之外加上產品品類、廣告詞二個調節變數，探究其交互作用。三位受測古人為鄧麗君、奧黛莉赫本、西施，依序單獨為三項受測品類代言：保養乳液、手錶、雞精。實驗的參與者為中山大學56名在學的女性大學生與碩士生。研究結果：有許多假設獲得驗證資料的統計顯著性支持，例如：古人代言與品類對購買意願有交互作用、古人代言與廣告詞對產品態度具交互作用、古人代言對產品概念有正主效果。

Celebrity as endorser is one of the important facilitators in advertising activities. Most of the extant master theses on advertising endorsement have focused on the present celebrity people. Seldom did they study intensely the communicative effects of celebrity-past as endorser in advertising. The current research investigates celebrity-past’s effects as endorser on communication in print advertisement, using an quasi- 3x3x2 factorial design of experimental method to test the various empirical hypotheses. Measurement of the dependent variables—communicative effects—included: purchase intention, attitude toward product, and product concept. In addition to the main effect of celebrity-past as endorser, product category and advertising slogan are also involved in as two moderator variables, so that the interaction effect can be detected as well. Three past celebrity persons included in the current experiment are Terisa Teng, Audrey Hepbum, and Xi Shi, separately and solely acting as endorser in the print advertisement pages for skin-cream, watch, and chicken-essence, in that sequence. Participants of the experiment were 56 female undergraduate and master students at National Sun Yat-Sen University, Kaohsiung, Taiwan. In the research results, many of the hypotheses were supported significantly by the empirical data, such as interaction effect on purchase intention from celebrity-past and product category, interaction effect on attitude toward product from celebrity-past and advertising slogan, and the main effect of celebrity-past on product concept.

致謝詞 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第二章 文獻探討 3
第一節 廣告效果研究 3
第二節 廣告代言人 5
第三節 化妝品產業概況 13
第三章 研究設計與實驗過程 18
第一節 研究概念架構 18
第二節 群體座談會 18
第三節 研究變數的操作型定義與衡量 19
第四節 研究假設 24
第五節 實驗設計 24
第四章 資料分析 28
第一節 樣本結構分析 28
第二節 量表信度與效度 28
第三節 假設檢驗 40
第五章 結論與建議 57
參考文獻 59
附錄一：實驗DM 62
附錄二：問卷（DM偏好） 64
附錄三：問卷（廣告溝通效果衡量） 65
附錄四：問卷（基本問卷） 71

中文部份
沈憶，1991譯(川勝久著)，廣告策略指南：廣告人必備手冊，台北：世茂出版社。
卓越雜誌，2008，<http://www.ecf.com.tw/NewMg_Detail.php?om_id=55>，(Accessed November 07)。
東方消費者行銷電子資料庫，2007，<http://www.isurvey.com.tw>，(Accessed October 14)。
洪偉章、李金枝、陳榮秀，2002，化妝品原料及功能。台北：藝軒。
紀佩宏，1994，女性化妝品通路零售端點選擇之研究，國立台灣大學商學研究所碩士論文。
紐約路透社，2009，<http://tw.news.yahoo.com/article/url/d/a/081227/16/ 1bx49.html>，(Accessed January 07)。
張嘉文，2001，化妝品不同通路型態之消費者特性研究，淡江大學管理科學研究所碩士論文。
陳心怡，1997，推薦式廣告對不同涉入產品之廣告效果，交通大學管理科學研究所碩士論文。
陳守仁，1997，百貨公司保養品購買動機類型與購買型態關係之研究，國立中興大學企業管理研究所碩士論文。
楊大陽，1986，臺南市女性化妝品購買行為之研究，國立成功大學工業管理研究所碩士論文。
潤利．艾克曼市調，2008，<http://www.rainmaker.com.tw/rd.htm>，(Accessed April 20)。
薛秀玲，2004，保養品廣告代言人對廣告效果的影響－以台北市國立大學女性學生為例，國立交通大學經營管理研究所碩士論文。

西文部份
Allport, G. W. (1935), Attitudes. Handbook of Social Psychology. Murchinson, C. Worcester, MA: Clark University Press.
Baker, M. J. & G. A. Churchill (1977), “The Impact of Physically Attractive Models on Advertising Evaluations,” Journal of Marketing Research, 14(4): 528-555.
Boume, Frederick S. (1956), Group Influence in Marketing and Public Relations, Ann Arbor: Foundation for Research on Human Behavior, 1-8.
Brian, D. T.&Terence A. Shimp (1998), “Endorsers in advertising: The case of negative celebrity celebrity information,”Journal of Advertising, Provo, 67-82.
Dodds, W. B., K. B. Monroe and D. Grewal (1991), “The effect of price, brand and store information on buyers’ product evaluation,” Journal of Marketing Research, 28: 307-319.
Engel James. F. and Roger. D.Blackwell. and Paul.W. Miniard. (1990), “Consumer Behavio,” New York: Dryden Press.
Erdogan B.Z., Baker, M.J. and Tagg, S. (2001), “Selecting Celebrities Endorsers: The Practionner’s Perspective”, Journal of Advertising Research, May, 39-48.
FD & C Act，<http://www.fda.gov/opacom/laws/fdcact/fdcact1.htm>，(Accessed October 14, 2008)
Fishbein, Martin and I. Ajzen (1975), “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading,” MA. Addison-Wesley.
Freiden, J. B.(1984), “Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences.” Journal of Advertising Research, October 24 : 33-41.
Friedman, H. H. & L. Friedman(1979), “Endorser Effectiveness by Product Type,” Journal of Advertising Research, 19(October): 63-71.
Kamins (1990), “An Investigation into the 'Match-Up' Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep,” Journal of Advertising, 19 (1): 4-13.
Lavidge, Robert. J and Gary Steiner (1961), “A Model for Predictive Measurement of Advertising Effectiveness,” Journal of Marketing Research, ??? (Oct): 59-62.
Macnow, G. (1991), “Undying support,” Nation's Business; 79(2): 26-27.
Mathur, Lynette K., Mathur, IKE; Rangan, Nanda (1997), The wealth effects Associated with a celebrity Endorses: the Michael Jordan phenomenon, Journal of Advertising Research, ????(May-June): 67-73
McCracken, Grant (1989), “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, 16 (3), 310-321.
Miller, Cyndee (1993), “Some celebs just now reaching their potential-and they’re dead.” Marketing News:2, 22.
Moriarity, Sandra E. (1983), “Beyond the Hierarchy of Effects: A Conceptual Framwork”, Current Issue and Advertising, 6 (1): 74.
Murphy, Patrick E. and Enis, Ben M. (1986), “Classifying ProductsStrategically”, Journal of Marketing, 50:24-42
Ohanian, Roobina (1991), “The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase,” Journal of Advertising Research, ???? (February/March): 46-54.
Ray, Nina M. (1994), “The endorsement potential also rises: The merchandising of ernest Hemingway.” The Hemingway Review, 13 (Spring) : ???-???
Sherman, Stratford P. (1985), “When You Wish Upon a Star,” Fortune, August 19, 68.
Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th ed., New Jersey: Prentice Hall.
Stern, Barbara B. (1991), “Detailed Image Analysis: Poetic Methodology for Advertising Research.” International Journal of Advertising 10: 161-180
Stern, Barbara B. (1992), “Historical and Personal Nostalgia in Advertising Text: The Fin de si&#233;cle Effect.” Journal of Advertising 11: 11-22
Stout, P.A. & Moon, Y.S. (1990), “Use of endorsers in magazine advertisements,” Journalism Quarterly, 67(3): 536-546.
Till, Brian D. (1998), “Using celebrity endorsers effectively: lessons from associative learning.” The Journal of Product and Brand Management, 7(5): 400.
Tom, Gail, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Massetti, Jr., and Harmona Sandhar (1992), “The Use of Created Versus Celebrity Spokespersons in Advertisements.”The Journal of Consumer Marketing 94 (Fall): 45-51
Walker, Mary, Lynn Langmeyer, and Daniel Langmeyer (1992), “Celebrity Endorsers: Do You Get What You Pay for?” Journal of Consumer Marketing, 9 (2), 69-76.
Wright, Johns S. Daniel S. Warner, Wills S. Winter Sherilyn K. Zeigler (1977), Advertising, New York: NY, Mcgraw-Hill Book Company.