熱門劇集的演員近來格外受到業者青睞，與常見的代言廣告不同，演員繼續扮演其劇中角色代言廣告的實例愈來愈多，但學界有關此種廣告的效果研究卻是鳳毛麟角。
本研究基於觸發與基模理論之觀點，檢視演員在廣告中以不同形象（劇中形象vs.自身形象）呈現的意涵，細化比較觀看經歷不同（有vs.未看過）在解讀不同廣告呈現上的認知差異，並進一步測試不同呈現形式之相對廣告效果，此外，還嘗試探討產品與劇情間的關聯與否、角色形象與產品類型間一致性及產品類型對於廣告效果的可能干擾作用。
本研究進行兩個實驗，研究結果發現：(1)廣告以劇中角色呈現時，有看劇者（相較於未看者）會產生較多有關劇或角色的聯想，亦多於其觀看自身形象呈現之廣告；(2)不同呈現形式的相對廣告效果有異，且會依觀眾的觀看經歷不同而呈現差別；(3) 對有看劇者：使用劇中角色代言的廣告說服效果較單純產品呈現時更佳，而產品與劇情的高關聯性會強化這二者間的相對效果差距；(4)角色形象與產品類型一致時，以劇中角色代言之說服效果較佳，另享樂型產品還強化一致時使用劇中角色代言的較佳效果，不一致時自身形象代言（相較於劇中角色）會有較佳說服效果，但其與單純產品呈現的相對效果則依產品類型而有所改變。鑑此，本研究結果為延用戲劇元素的廣告效果研究提供理論貢獻，對於觸發理論、代言人與產品類型適配研究也有其理論價值；並可為有意運用此種廣告策略的業者提供實務參考。

Using popular drama series actors as product spokespersons is prevalent in the contemporary marketplace. Unlike common celebrity endorsements, actors often continue portraying the drama character in commercials, but few academic studies have examined advertising effectiveness of such in-character endorsements.
Based on priming and schema theory, this study examines the cognitive differences in the interpretation of the actor’s image implication (in-character vs. self-image) in ads among consumers with different drama viewing experience (ever viewed vs. never), and further investigates the relative effects of different advertising presentations. Moreover, the possible moderating roles of the relevancy between product and drama, the congruity between the character image and the product type, as well as product types are also explored.
The experimental results indicate that: (1) The in-character presentation guides those who have viewed the drama before (vs. have never viewed) to produce more drama or character-related associations. Additionally, it makes those who have viewed the drama before generate more drama or character-related associations than the self-image presentation does. (2) The relative effects of different advertising presentations are changeable according to audience’s viewing experience. (3) For people who have viewed the drama: in-character endorsement can lead to better advertising persuasiveness compared with pure-product information advertising, especially when the product is highly relevant with the drama. (4) When the character image is congruity with the product type, in-character endorsement results in better persuasiveness, and hedonic products can further strengthen the better effects of in-character endorsement. However, if it is incongruity, then the self-image presentation, compared with in-character one, will generate better advertising persuasiveness. The relative effects between self-image or in-character and pure-product will be changed depending on product types. The current study enhances the understanding of using drama elements into ads, and contributes theoretical value in priming effect and the match-up between spokesperson and product types as well. Research findings also provide practical suggestions on planning advertising strategies for the marketers.

摘要 iii
Abstract iv
壹、緒論 1
第一節　研究背景 1
第二節　研究動機與研究問題 2
第三節　研究目的 5
貳、文獻探討 7
第一節　廣告呈現形式與延用戲劇元素 7
一、廣告呈現形式 7
二、「延用戲劇元素」的廣告 8
三、延用戲劇元素的廣告效果研究 10
第二節　觸發理論 11
一、觸發效果（Priming Effect） 11
二、觸發效果的作用機制與方向 13
三、觸發的廣告效果研究 15
第三節　基模理論（Schema Theory） 18
一、基模 18
二、基模一致與不一致之效果研究 19
第四節　代言人（spokespersons）與產品類型 20
一、代言人與名人代言 20
二、產品類型 25
三、代言人與產品類型之適配 26
第五節　廣告效果 33
叄、研究架構與假說推論 35
第一節　概念性架構 35
第二節　假說推論 36
一、戲劇的觸發效果 36
二、不同呈現形式的廣告效果 38
三、產品與劇情關聯與否的影響 41
四、劇中角色形象與產品類型間的一致性與產品類型的干擾效果 42
肆、實驗一 45
第一節　研究方法 45
一、樣本與實驗設計 46
二、實驗刺激與前測 47
三、實驗程序 62
四、變數衡量 62
第二節　結果分析 69
一、研究樣本及描述性統計分析 69
二、變數之平均值、標準差及量表信度分析 71
三、操弄性檢驗及控制變數之檢定 72
四、假說分析 79
五、討論 103
伍、實驗二 109
第一節　研究方法 109
一、樣本與實驗設計 110
二、實驗刺激與前測 110
三、實驗程序 115
四、變數衡量 116
第二節　結果分析 119
一、研究樣本及描述性統計分析 119
二、變數之平均值、標準差及量表信度分析 121
三、操弄性檢驗及控制變數之檢定 122
四、假說分析 134
五、討論 157
陸、結論與建議 163
第一節　研究發現 163
第二節　研究意涵 169
一、理論意涵 169
二、實務意涵 174
第三節　研究限制及未來研究方向 178
參考文獻 183
附錄 199
附錄一：前測一問卷 199
附錄二：前測二問卷 202
附錄三：前測三問卷 205
附錄四：前測四問卷 209
附錄五：實驗一問卷 212
附錄六：實驗二問卷 221

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