| 摘要: | 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。 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. |
