論文使用權限 Thesis access permission:校內立即公開,校外一年後公開 off campus withheld
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
論文名稱 Title |
性感是廣告良藥還是毒藥?性訴求類型、產品類別與刺激尋求動機特質對廣告效果的影響 Does Sex Kill or Heal ? Influences of Types of Sexual Appeals, Product Type and Sensation Seeking in Advertising |
||
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 |
119 |
|
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 |
2010-07-12 |
繳交日期 Date of Submission |
2011-03-10 |
關鍵字 Keywords |
刺激尋求動機、內隱性訴求、外顯性訴求、性訴求 sensation seeking, implicit sexual appeal, explicit sexual appeal, sexual appeal |
||
統計 Statistics |
本論文已被瀏覽 5897 次,被下載 2708 次 The thesis/dissertation has been browsed 5897 times, has been downloaded 2708 times. |
中文摘要 |
在性訴求廣告之領域中,先前研究已經對於各項變數有所著墨,然而在性訴 求廣告效果的優劣下,仍然存在許多尚待解決的疑問。本研究以性訴求廣告相關 的研究發現為基礎,首先界訂了性訴求廣告類型可分為外顯性訴求以及內隱性訴 求兩種,再加上廣告中產品是否與性相關,試圖了解不同性訴求廣告版本在搭配 不同類別產品時,其廣告效果是否有顯著差異,並延伸動機領域中的刺激尋求動 機的相關研究發現,於本研究中導入刺激尋求動機個人特質為變數,觀察其對性 訴求廣告效果的影響。 本研究以實驗設計法進行,操弄性訴求廣告類型(無性訴求vs.外顯性訴求 vs.內隱性訴求)與產品類別(產品與性相關vs.產品與性無關)兩個自變數,為 3X3 雙因子設計,輔以加入對消費者刺激尋求動機的測量,並透過虛設的性訴求 廣告建立九種不同的實驗情境,觀察消費者在不同情境下對性訴求廣告展現的購 買意圖與對品牌的態度。 研究結果指出,當產品與性有關時,性訴求廣告的運用效果來的較佳,但是 若將產品類別與廣告類型同時考量則出現不同結果。當性訴求廣告中廣告類型外 顯時,搭配與性相關的產品會獲得較佳的廣告效果,然後在使用內隱性訴求時, 搭配與性無關的產品在廣告效果上則未有顯著差異,此結果顯示產品類別與廣告 類型存在交互作用的影響。同時加入了刺激尋求動機人格特質,發現對刺激尋求 動機高者而言,在性訴求廣告中當產品與性相關時,使用外顯性訴求會得到較佳 的廣告效果;相反地,對刺激尋求動機中者而言,當性訴求廣告中產品與性無關 時,使用內隱性訴求廣告會得到較佳的廣告效果。根據此結果,企業在設計性訴 求廣告的廣告方案時,除了自身推廣之產品類別,也需考量目標消費者的刺激尋 求動機程度,輔以搭配使用內隱或外顯版本的性訴求廣告,以得到較佳的廣告效 果。 |
Abstract |
Although recent studies have begun to examine potential factors that might affect sexual appeals effectiveness, many questions remain unexplored. Based on previous studies relevant to sexual appeals, this study firstly distinguishes and explores two types of sexual appeals: implicit and explicit. Furthermore, this study compares the effects of two types of sexual appeals when product types are considered. In addition, sensation seeking is also incorporated into this research to examine how it may sway the effectiveness of the sexual appeals. The present study uses experimental design to investigate the advertising effects of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is conducted. The ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that when a sex-related product is promoted, sexual appeals are more effective than non-sexual appeals. There is an interaction effect between sexual appeal and product type. To be specific, the explicit sexual appeal is more effective than the implicit sexual appeal when a sex-related product is promoted. However, such superior effects disappear as it turns to non sex-related product promotion. Additionally, for individuals with higher sensation seeking, the explicit sexual appeal is more effective than the implicit sexual appeal when the product is related to sex. On the opposite, for those with median degree of sensation seeking, the implicit appeal is more effective than the explicit appeal to promote the product which is not sex-related. Finally, for those with low degree of sensation seeking, there is no difference in advertising effectiveness between explicit and implicit appeal. According to these findings, this study suggests that marketers should consider not only the product they promote but also the sensation seeking of the target consumers before choosing an appropriate sexual appeal 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 ----------------------------------------------- 2 第四節 研究目的與問題 ----------------------------------------- 5 第五節 論文架構與研究流程 ------------------------------------- 6 第二章 文獻探討 第一節 前言 --------------------------------------------------- 8 第二節 性訴求廣告的意義 --------------------------------------- 8 第三節 性訴求廣告之廣告效果 ----------------------------------- 9 第四節 性訴求廣告的類型 -------------------------------------- 10 第五節 產品類別對性訴求廣告效果的影響 ------------------------ 12 第六節 刺激尋求動機個人特質及其應用 -------------------------- 14 第七節 小結 -------------------------------------------------- 18 第三章 研究設計與方法 ------------------------------------------ 19 第一節 前言 -------------------------------------------------- 19 第二節 研究假設與架構 ---------------------------------------- 19 一、 性訴求廣告類型之操作型定義 ---------------------------- 19 二、 產品類別對性訴求廣告效果的影響 ------------------------ 20 三、 刺激尋求動機人格特質對性訴求廣告效果的影響 ------------ 21 四、 性訴求廣告類型與產品類別的交互作用對廣告效果的影響 ---- 21 五、 廣告類型、產品類別與刺激尋求動機對廣告效果的影響 ------ 22 第三節 前測 -------------------------------------------------- 24 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 ------------------------------------------------ 33 三、 個人差異變數 ------------------------------------------ 34 第五節 研究設計 ---------------------------------------------- 34 一、 問卷題項設計 ------------------------------------------ 35 二、 抽樣方法 ---------------------------------------------- 36 第六節 小結 -------------------------------------------------- 36 第四章 研究結果分析 -------------------------------------------- 37 第一節 前言 ---------------------------------------------------- 37 第二節 樣本背景資料 -------------------------------------------- 37 第三節 信度分析 ------------------------------------------------ 38 第四節 研究設計之檢驗 ------------------------------------------ 38 一、 產品是否與性相關之確認 ---------------------------------- 38 二、 廣告訴求版本之操弄確認 ---------------------------------- 39 三、 刺激尋求動機量表因子分析 -------------------------------- 40 四、 潛在共變數檢定 ------------------------------------------ 40 第五節 研究假設之檢驗 ------------------------------------------ 41 一、 以品牌態度為依變數進行研究假設驗證 ---------------------- 44 二、 以購買意圖為依變數進行研究假設驗證 ---------------------- 48 第六節 小結 ---------------------------------------------------- 54 第五章 結論與建議 ---------------------------------------------- 55 第一節 前言 ---------------------------------------------------- 55 第二節 研究結果討論 -------------------------------------------- 55 第三節 研究貢獻 ------------------------------------------------ 59 一、 理論貢獻 ------------------------------------------------ 59 二、 實務貢獻 ------------------------------------------------ 60 第四節 研究限制 ------------------------------------------------ 61 一、 內隱性訴求廣告 ------------------------------------------ 61 二、 以大學生為樣本的便利抽樣 -------------------------------- 61 三、 實驗設計法----------------------------------------------- 62 第五節 未來研究建議 -------------------------------------------- 62 一、 增加開放式的問題 ---------------------------------------- 62 二、 產品類別的影響 ------------------------------------------ 62 三、 刺激尋求動機程度的影響 ---------------------------------- 63 第六節 小結 ---------------------------------------------------- 63 參考文獻 ------------------------------------------------------- 65 附錄一 前測問卷 ------------------------------------------------ 71 附錄二 正式問卷 ------------------------------------------------ 83 |
參考文獻 References |
參考文獻 吳靜吉、楊蕢芬,刺激尋求量表之修訂,國立政治大學「教育與心理研究」,11 期,59-88,台北:國立政治大學,1988。 江惠蘭,不同性刺激形式所引發的性幻想程度對廣告效果之影響,國立中央大學 企管研究所碩士論文,2003。 自由電子報,爭議性廣告,編譯吳直耕,94年5月22日 http://www.libertytimes.com.tw/2005/new/may/22/today-int3.htm 黃德祥,國中與國小班級中影響學生社會行為與社會關係之相關因素研究,國立 政治大學教育研究所博士論文,1990。 張秀慧,國中生刺激尋求動機、休閒意願、休閒無聊感與偏差行為之相關研究, 國立高雄師範大學教育所碩士論文,2001。 Alexander, M. W. and Judd, B. S. (1979), “Do Nudes in Ads Enhance Brand Recall?” Journal of Advertising Research, 18(1), 47-50. Alexander, M. W. and Judd, B. (1986), “Differences in Attitudes toward Nudity in Advertising,” Psychology, a quarterly journal of human behavior, 23(1), 26-29. Arnett, J. (1996), “Sensation Seeking、Aggressiveness and Adolescent Reckless Behavior,” Personality and Individual Difference, 20 (1), 693-702. Baker, M. J., Churchill, JR. (1977), “The Impact of Physically Attractive Models on Advertising Evaluations,” Journal of Marketing Research, 61(5), 538-555. Barnier, V.E. and Valette-Florence, E.P. (2006), “Provocative Sexually Appealing Advertisements: the Influence of Embarrassment on Attitude towards the Ad,” Advances in Consumer Research, 18(3), 178-184. Batra, R. and Ray, M.L. (1986), “Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond,” Journal of Consumer Research, 12(4), 432-445. Belch, Michael. A., Holgerson, Barbra. E., Belch, George. E and Koppman, J. (1982), “Psycho physiological and Cognitive Responses to Sex in Advertising,” Advances in Consumer Research, 9, 424-427. Biswas, A., Olsen, J. E. and Carle, V. (1992), “A comparison of Print Advertisements from the United States and France,” Journal of Advertising, 21(4),73-81. Caballero, Marjorie J., Lumpkin, J.R. and Madden, C.S. (1989), “Using Physical Attractiveness as an Advertising Tool: An Empirical Test of the Attraction Phenomenon,” Journal of Advertising Research, 29(1), 16-22. Caballero and Solomon, P.J. (1984), “Effects of Model Attractiveness on Sales Response,” Journal of Advertising, 13 (1), 17-23. 66 Chandon, P., Morwitz, V.G., and Reinartz, W. J. (2005), “Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research,” Journal of Marketing , 69(2) , 1-14. Chestnut, R.W., LaChance, C.C., and Lubitz, A. (1977), “The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements,” Journal of Advertising, 6(4), 11-14. Coulter, R. H., and Pinto, M. B. (1995), “Guilt Appeals in Advertising: What are Their Effects” Journal of Applied Psychology, 80(6), 697-705. Courtney, A. E. and Whipple T. W.(1983).Sex Stereotyping in Advertising, Toronto: D.C., 103-144. Dahl, D. W., Sengupta, J. and Vohs, K. D. (2009), “Sex in Advertising: Gender Differences and the Role of Relationship Commitment,” Journal of Consumer Research, 26(7), 67-71. Donohew, L., Zimmerman, R., Cupp, P. S., Novak, S., Colon, S. and Abell, R. (2000), “Sensation Seeking, Impulsive Decision-making, and Risky Sex: Implications for Risk-taking and Design of Interventions,” Personality and Individual Differences, 28, 1079-1091. Dudley, S. C. (1999), “Consumer Attitudes toward Nudity in Advertising,” Journal of Marketing Theory and Practice, 79(4), 89-96. Fetto, J. (2001), “Where's the lovin’,” American Demographics, 23(2), 10-11. Galloway, G. (2002), “Psychographic Segmentation of Park Visitor Markets: Evidence for the Utility of Sensation Seeking,” Tourism Management, 23(2), 581- 596. Galloway, G. and Lopez, K. (1999), “Sensation Seeking and Attitudes to Aspects of National Parks: a Preliminary Empirical Investigation,” Tourism Management, 20(3), 665-671. Hou, J., Du, L., and Li, J. (2008), “Cause's Attributes Influencing Consumer's Purchasing Intention: Empirical Evidence from China,” Asia Pacific Journal of Marketing and Logistics, 20(4), 363-380. Hoyle, R.H., Stephenson, T., Palmgreen, P., Lorch, E.P. and Donohew, R.L. (2002), “Reliability and Validity of a Brief Measure of Sensation Seeking,” Personality and Individual Differences, 32, 401–414. Jones, M. Y., Stanaland, A. J. S. and Gelb, B. D. (1998), “Beefcake and Cheesecake: Insights for Advertisers,” Journal of Advertising, 27(2), 33-51. Kenneth, E.C. and Donald,B. (2005), “Advertising Appeal.” Concise Encyclopedia of Advertising , 5-6. Kilbourne, J., Lysonski, S., Miller, M., Ford, J., and McDonald, C. (2005). “Comments - Sexy vs. Sexism in Advertising,” International Journal of 67 Advertising, 24(1), 113-124. Lafferty, B. A., and Goldsmith, R. E. (2005), “Cause-Brand Alliances: Does the Cause Help the Brand or Does the Brand Help the Cause? ” Journal of Business Research, 58(4), 423-429. LaTour, M.S., Pitts, R.E., and Snook-Luther, D.C. (1990), “Female Nudity, Arousal and Ad Response: An Experimental Investigation,” Journal of Advertising, 19 (4), 51-62. LaTour, M.S. (1990), “Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response,” Psychology and Marketing, 7(1), 65- 81. LaTour, M.S. and Henthorne, T.L. (1993), “Female Nudity: Attitudes Toward the Ad and the Brand, and Implications for Advertising Strategy,” Journal of Consumer Marketing, 10, 25-32. LaTour, M. S. and Henthorne, T. L. (1994), “Ethical Judgment of Sexual Appeals in Print Advertising,” Journal of Advertising, 3(4), 81-90. Lin, Carolyn A. (1998), “Uses of Sex Appeals in Prime-Time Television Commercials,” Sex Roles, 38 (5), 461-475. McCoul, M.D. and Haslam N. (2001), “Predicting High Risk Sexual Behavior in Heterosexual and Homosexual Men: The Roles of Impulsivity and Sensation Seeking,” Personality and Individual Differences, 31, 1303-1310. Miller, Michele. (2005), “Sexism in Advertising and Marketing to Women,” International Journal of Advertising, 24(1), 113-115. Miles, D. R., Bree, M. B. M., Gupman, A. E., Newlin, D. B., Glantz, M. D. and Pickens, R. W. (2001), “A Twin Study on Sensation Seeking, Risk Taking Behavior and Marijuana use,” Drug and Alcohol Dependence, 62, 578-582. Morrison, B. J. and Sherman, R. C. “Who Responds to Sex in Advertising,” Journal of Advertising Research, 12(2), 15. Morwitz, V.G., and Schmittlein, D. (1992), “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?” Journal of Marketing Research, 29(4), 391-405. Nelson, M. R. and Paek, H. J. (2008), “Nudity of Female and Male Models in Primetime TV Advertising across Seven Countries,” International Journal of Advertising, 27(5), 715-744. O’Conner, P. J., Baher, A., Gong, B., and Elyse, K. (1986), “Recall Levels of Sexuality in Advertising”, American Marketing Association Educators’ Proceedings, 2-5. Packard, Vance. (1965), The Naked Society, N.Y.: Pocket Cardinal. Parsons, Leonard J., Schultz and Randall L. (1976), Marketing Models and 68 Econometric Research, Amsterdam: North-Holland. Peterson, R. A. and Kerin, R. A. (1977), “The Female Role in Advertisements: Some Experimental Evidence,” Journal of Marketing, 41(4), 59-63. Piron, F., So, S. and Young, M. (1995), “A Comparison of Explicitness and Gender Contact in Selected Print Advertising of Germany and Hong Kong,” Proceedings from the 24th European Marketing Academy Conference, France, 929- 937. Piron, F. and Young, M. (1996), “Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact,” Journal of International Consumer Marketing, 8(3), 211-228. Pizam, A., Reichei, A. and Uriely, N. (2002), “Sensation Seeking and Tourist Behavior,” Journal of Hospitality and Leisure Marketing, 9(3), 17-33. Putrevu, Sanjay (2008), “Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition and Gender,” Journal of Advertising, 37(2), 57-69. Reichert and J. Lambiase (Eds.), Sex in Advertising: Perspectives on the Erotic Appeal, Mahwah, NJ: Erlbaum, 11-38. Reichert, T. and Ramirez, A. (2000), “Defining Sexually Oriented Appeals in Advertising: a Grounded Theory Investigation,” In Advances in Consumer Research, 27, 267-273. Reichert, T., Heckler, S. E. and Jackson, S., (2001), “The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion,” Journal of Advertising, 30(1), 13-27. Reichert, T. and Alvaro, E. (2001), “The Effects of Sexual Information on Ad and Brand Processing and Recall,” Southwestern mass communication journal, 17(1), 9-17. Reichert, T. (2002), “Sex in Advertising Research: A Review of the Content, Effects and Functions of Sexual Information in Consumer Advertising, ”Annual Review of Sex Research, 13, 241–273. Reichert, T. and Lambiase, J. (Eds.) (2003), Sex in advertising: Perspectives on the Erotic appeal, Mahwah, NJ: Lawrence Erlbaum. Reichert, T. and Carpenter, C. (2004), “An Update on Sex in Magazine Advertising: 1983 to 2003,” Journalism and Mass Communication, 81(4), 823-838. Reichert, T. (Ed.) (2007), Investigating the use of sex in media promotion and Advertising, Binghamton, NY: Best Business Books. Reid, L. N. and Soley, L. C. (1981), “Another Look at the “Decorative” Female Model— the Recognition of Visual and Verbal ad Components,” Current Issues and Research in Advertising , 18(2) , 123-133. 69 Reid, L. N. and Soley, L. C. (1983), “Decorative Models and the Readership of Magazine Ads,” Journal of Advertising Research, 23(2), 27-32. Richmond D. and Hartman T. P. (1982), “Sex Appeal in Advertising,” Journal of Advertising Research, 22(5), 53-61. Rossiter, J.R., and Percy, L. (1987), Advertising and Promotion Management, New York: McGraw-Hill. Rouner, Donna, Slater, M.D. and Domenech-Rodriguez, M. (2003), “Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements,” Journal of Broadcasting and Electronic Media, 47(3), 435- 454. Severn, J., Belch, G. E. and Belch, M. A. (1990), “The Effects of Sexual and Non-sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness,” Journal of Advertising, 19(1), 14-22. Seto, M. C., Lalumiere, M. L. and Quinsey, V. L. (1995), “Sensation Seeking and males’ Sexual Strategy,” Personality and Individual Differences,19(5), 669-675. Sherman, C., Quester, P. (2005), “The Influence of Product/Nudity Congruence on Advertising Effectiveness,” Journal of Promotion Management, 11(3), 167-177. Simpson, P. M., Horton, S. and 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. Soley, L. and Kurzbard, G. (1986), “Sex in Advertising: A Comparison of 1964 and 1984 Magazine Advertisements,” Journal of Advertising, 15(3), 46-54. Steadman, M. (1969), “How Sexy Illustrations Affect Rand Recall,” Journal of Advertising Research, 9, 15-19. Tai, S. H. C. (1999), “Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising,” Teaching Business Ethics, 3(1), 87-100. Wagner, M. K. (2001), “Behavioral Characteristics Related to Substance Abuse and Risk Taking, Sensation-seeking, Anxiety Sensitivity, and Self-reinforcement,” Addictive Behaviors, 26, 115-120. Weller, R. B., Roberts, C. R. and Neuhaus, C. (1979), “A Longitudinal Study of the Effect of Erotic Content upon Advertising Brand Recall,” Current Issues and Research in Advertising, 2 (1), 145. Xantidis, L. and McCabe, M. (2000), “Personality Characteristics of Male Client of Female Commercial Sex Workers in Australia,” Archives of Sexual Behavior, 29(2), 165-176. Zuckerman, M. (1979), Sensation Seeking: Beyond the Optimal Level of Arousal, Hillsdale, N.J.: Erlbaum. 70 Zuckerman, M. (1983), Biological Bases of Sensation Seeking, Hillsdale, N.J.: Erlbaum. Zuckerman, M. (1988), “Behavior and Biology: Research on Sensation Seeking and Reactions to the Media,” L. Donohew, H. E. Sypher, and E. T. Higgins (Eds.), Communication Social Cognition and Affect, Hillsdale, N.J.: Erlbaum, 173-194. Zuckerman, M. (1994), Behavioral Expressions and Biosocial Bases of Sensation Seeking, N.Y.: Cambridge University Press. Zuckerman, M., Eysenck, S. and Eysenck, H.J. (1978), “Sensation Seeking in England and America: Cross-cultural Age and Sex Comparisons,” Journal of Consulting and Clinical Psychology, 46, 139-149. |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:校內立即公開,校外一年後公開 off campus withheld 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |