含有性暗示的電視廣告常常可見，有些廣告過度著重在性吸引元素的運用，反使廣告變成低俗不堪。閱聽者在收視此類廣告後的觀感，實在頗耐人尋味。本研究針對不同程度與類型的性暗示電視廣告，進行閱聽者對廣告認知、廣告態度與購買意願之間的關係調查。研究結果發現廣告認知對廣告態度有顯著的影響；廣告態度對購買意願有顯著的影響；人口特性對廣告態度也有部份顯著的影響。
就廣告認知與廣告態度的關係來說，其中產品性相關程度對廣告接受度的影響不顯著；涉入程度較低的產品廣告接受度較高；性暗示明確程度高者，廣告接受度較低；廣告表現較為優雅者，則廣告接受度較高。另外在道德影響方面，不論產品性相關程度高，或產品涉入程度較高，或廣告性暗示明確程度高者，閱聽者都認為對道德都有較高的影響；而廣告表現優雅者，則會讓閱聽者認為比較不會影響道德觀念。就廣告態度與購買意願的關係來說，接受度高的廣告會提高閱聽者的購買意願；但有道德影響爭議的廣告，卻不會影響閱聽者的購買意願。
在人口特性方面，不論受訪者為男性、女性或有無子女，其對性暗示廣告的接受度都沒有差異；但女性受訪者比男性受訪者明顯認為會影響道德觀念，有子女受訪者也比無子女受訪者認為性暗示廣告會影響道德觀念。

It’s common to see sex indicated advertisements on TV. Some of them have overemphasized the element of sex attraction. It’s interesting to find out how receivers response to such kinds of advertisements. This thesis studied the relationship among advertising cognition, advertising attitude and buying desire in sex indicated TV advertisement. Research result shows advertising cognition apparently affects advertising attitude. Advertising attitude apparently affects buying desire. Population characteristic partially affects advertising attitude.
Within relationship between advertising cognition and advertising attitude, advertisement acceptance and ethic were discussed. For advertisement acceptance, product related to sex or not doesn’t apparently affect acceptance. Lower product involvement gets higher acceptance. Higher sex indication gets lower acceptance. More graceful advertisement has better acceptance. For ethic influence, no matter high product sexual relationship, high product involvement, or high sexual indication, receivers think they will have worse impact to ethic. However, more graceful advertisement has less ethic impact. Within relationship between advertising attitude and buying desire, receivers have higher buying desire while they have higher advertisement acceptance, but ethic impact doesn’t affect their buying desire.
From population point of view, there is no difference in advertisement acceptance no matter the receiver is male or female, also no matter whether the receiver has child or hasn’t. However, female receivers think sex indicated advertisement affect ethic more than male receivers. Receivers who have child also think it affects ethic more than the one who have no child.

第一章 緒論…………………………………………………… 01
第一節 研究目的……………………………………………… 03
第二節 研究動機……………………………………………… 04
第二章 文獻探討……………………………………………… 07
第一節 廣告的涵意…………………………………………… 07
第二節 廣告的效果…………………………………………… 10
第三節 性暗示廣告…………………………………………… 17
第四節 產品涉入程度………………………………………… 24
第三章 研究方法……………………………………………… 27
第一節 研究模式……………………………………………… 27
第二節 前測實驗……………………………………………… 33
第三節 統計分析方法………………………………………… 35
第四章 資料分析與結果……………………………………… 38
第一節 廣告認知對廣告態度的影響………………………… 39
第二節 廣告態度對購買意願的影響………………………… 44
第三節 人口特性對廣告態度的影響………………………… 48
第五章 結論與建議…………………………………………… 51
第一節 研究結論與發現……………………………………… 51
第二節 實務意涵與建議……………………………………… 52
第三節 研究限制與後續研究建議…………………………… 54
參考文獻 ………………………………………………………… 57
附錄一 實際測驗問卷………………………………………… 63
附錄二 圖示選定測驗之廣告………………………………… 64

中文部分：
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8.游文憲(2004)。《廣告訴求、產品涉入程度與品牌知名度對廣告效果的影響》，台灣大學碩士論文。
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10.蔡佩芳(2004)。《廣告中的美貌迷思與青少女的性別認同》，中山大學碩士論文。
11.劉佳綾(2004)。《消費者參觀商展動機、態度、涉入與購買意向關係之研究》，東吳大學碩士論文。
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