廣告呈現方式對廣告態度及戒菸意圖的影響

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李後杰(Hou-chieh Lee) 查詢紙本館藏

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企業管理學系

論文名稱

廣告呈現方式對廣告態度及戒菸意圖的影響

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摘要(中)

菸害一直都是造成國人健康的一大病痛，而政府的宣導、法規的界定加上健康捐的手法推行，對於菸害的狀況並沒有太大的改善，在政府推行公共場所禁煙的行政方式之後，抽煙的人也僅是轉換抽煙的地點，並沒有有效的抑制抽煙的人數。
現今大多戒菸廣告都以負面的陳述方式為主，本研究將探討在不同的情境下，正、負面的訊息陳述何者較為有效。本研究以訊息陳述方式(正面/負面)、圖片訴求呈現(群/己)、廣告訴求對象(自己/他人)、脈絡呈現方式(圖重文輕/文重圖輕)、以及樣本與模特兒的性別差異(相同/相異)作為自變數。在樣本利益偏好(紓解壓力/社交)的調節效果下，不同變數組合的情境對戒菸廣告所帶來的影響。
研究結果得知，在「群」的圖片訴求下，「正面」的訊息陳述確實得到比較佳的廣告態度，而在「己」的圖片訴求下，使用「負面」的訊息陳述是比較有效的；在樣本與模特兒性別相同下，「負面」的訊息陳述得到比較高的廣告態度，在樣本與模特兒性別相異下，「正面」的訊息陳述得到比較高的廣告態度；在訴求對象為「自己」下，搭配「反面」的訊息陳述產生較佳的廣告態度，在訴求對象為「他人」且搭配「正面」的訊息陳述則產生較佳的廣告態度。因此在現實的戒菸廣告中，在不同的情境考量下，我們可以使用不同的訊息陳述來對不同的樣本做宣導。

摘要(英)

Damage of smoking which affects people’s health at all times has been one of the biggest health problems. Based on the governmental promotion, regulations & the way of carrying out the healthy donation, the condition of smoking damage still hasn’t been improved a lot. However, the smokers only change the places of smoking after the government announces that all of the public places are disallowed to smoke, but it doesn’t decrease the percentage of smokers effectively.
Nowadays, there are a large number of advertisements on ads which are based on the negative description. The main point of the study is going to realize which way of presentation will be more efficient under different situation-positive or negative message framing.
The independence variables contain Message Framing (Positive/Negative), Photo Presentation (Group/Individual), Advertising object (Self/Others), Context Presentation (Focus on photo/Focus on word), Sex diversity of examinees and model (Same/Different), the study is going to add the moderating factor of the benefit preference of smoking, demonstrate how the situation of different combination will result in what kinds of influence.
The research results can be realized that: In 「Group」 situation, use 「Positive」message framing gets better effect, but in 「Individual」 situation, it will be more effective to use 「Negative」 message; The better advertising attitude could be received by using 「Negative」 message framing in 「Same」 sex of sample & models situation, yet in「Different」sex of sample & model situation, the way of using 「Positive」 message framing would get much higher advertising attitude ;In 「Self」situation, use 「Negative」 message framing gets better effect, but in 「Others」 situation, it will be more effective to use「Positive」message.
Therefore, the different message framing could be utilized to persuade various smokers by considering the various situations.

關鍵字(中)

★ 訊息陳述方式
★ 戒菸廣告
★ 群己
★ 利益偏好

關鍵字(英)

★ anti-smoking advertisement
★ messsage framing
★ individual and group
★ benefit preference

論文目次

中文摘要 i
Abstract iii
致謝辭 v
目錄 vi
表目錄 viiviii
圖目錄 iix
第一章緒論 1
第一節研究背景與動機 3
第二節研究目的 6
第三節研究程序 7
第二章文獻探討 8
第一節訊息陳述方式 8
第二節圖片訴求呈現 9
第三節樣本與模特兒的性別差異 12
第四節樣本利益偏好 13
第五節廣告訴求對象 14
第六節脈絡呈現方式 17
第七節廣告態度 20
第八節戒菸意圖 21
第三章研究方法 23
第一節研究架構 24
第二節變數的操作性定義和衡量方法 26
第三節研究假設 28
第四節前測 38
第五節研究設計和方法 40
第四章研究結果與分析 42
第一節分析工具與樣本分佈 42
第二節信度分析 44
第三節假說驗證 45
第五章結論與未來發展 64
第一節研究結論 64
第二節研究限制 68
第三節後續研究的建議 69
參考文獻 70
附錄一前測結果 76
附錄二實驗一正式問卷與廣告 79
附錄三實驗二正式問卷與廣告 83

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指導教授

林建煌

審核日期

2009-7-8

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