卡通代言人特徵對品牌記憶的影響

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倪俊強(Chun-Chiang Ni) 查詢紙本館藏

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企業管理學系

論文名稱

卡通代言人特徵對品牌記憶的影響

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摘要(中)

卡通人物在電視廣告中的運用已行之有年，更成為近年來的一種趨勢，然
而在其討喜的特性下，是不是一定能事半功倍的宣傳效果。有高達40%以上的美
國消費者，會將永備電池的能量兔(Energizer Buzzy)認為是在替金頂電池宣傳
（Liesse 1990），在此種品牌混淆的狀況下，卡通代言人（Spokescharacters）的
運用反而造成了反效果。
因此本研究主要探討，如何在利用卡通人物討喜性的同時，又能避免品牌辨
識不清的現象，而實驗結果證實：無論是卡通代言人的名稱、外觀或配樂，當
其中一項特徵與品牌名稱產生有意義的連結時，皆能增加品牌名稱的回憶度，因
此廣告人應注意角色設計上除了討喜外，也別忽略加入相關特徵，以降低品牌混
淆的情況產生。

摘要(英)

Cartoon characters had been used on TV commercial films for many years and
gone after men of power. However, can they yield twice the result with half the effort
by their satisfactory-looking? Duracell contents that up to 40 percent of consumers
who recall the initial bunny campaign believe it is promoting Duracell, not Energizer
(Liesse 1990). However, on this situation, using Spokescharacters have caused
negative effect.
The purpose of this article is to find the methods that advertisers can use the
satisfactory-looking of Spokescharacters to attract consumers and avoid brand name
confusion. Our results suggest that there is a meaningful connection between one of
Spokescharacters’’ characteristics including their appearance, background music, and
names and brand names can increase memory of brand names. For this reason,,
advertisers design Spokescharacters must pay attention not only on their
satisfactory-looking but also meaningful connection to decrease confusing situations.

關鍵字(中)

★ 卡通代言人
★ 廣告
★ 品牌記憶

關鍵字(英)

★ Advertisement
★ Spokescharacters
★ Brand Memory

論文目次

第一章緒論
第一節研究背景與動機… … … … … … … … … … … … … … … … … … … … .1
第二節研究目的… … … … … … … … … … … … … … … … … … … … … … … .2
第三節研究流程… … … … … … … … … … … … … … … … … … … … … … … .4
第二章文獻探討
第一節卡通代言角色… … … … … … … … … … … … … … … … … … … … … .6
第二節記憶… … … … … … … … … … … … … … … … … … … … … … … … … .9
第三節品牌記憶… … … … … … … … … … … … … … … … … … … … … … … 12
第四節書寫系統與字彙編碼… … … … … … … … … … … … … … … … … … 17
第五節幽默… … … … … … … … … … … … … … … … … … … … … … … … … 19
第三章研究方法
第一節研究架構… … … … … … … … … … … … … … … … … … … … … … … .21
第二節研究假說… … … … … … … … … … … … … … … … … … … … … … … .23
第三節變數定義、操弄與衡量… … … … … … … … … … … … … … … … … .25
第四節研究設計… … … … … … … … … … … … … … … … … … … … … … … .27
第四章資料分析
第一節信度分析… … … … … … … … … … … … … … … … … … … … … … … .40
第二節StudyⅠ結果分析… … … … … … … … … … … … … … … … … … … … 42
第三節StudyⅡ結果分析… … … … … … … … … … … … … … … … … … … … 44
第四節StudyⅢ結果分析… … … … … … … … … … … … … … … … … … … … 47
第五節StudyⅣ結果分析… … … … … … … … … … … … … … … … … … … … 50
第六節StudyⅤ結果分析… … … … … … … … … … … … … … … … … … … … 52
第七節StudyⅥ結果分析… … … … … … … … … … … … … … … … … … … … 57
第八節研究結果總整理… … … … … … … … … … … … … … … … … … … … ...62
第五章研究結論與建議
第一節廣告策略上的意涵… … … … … … … … … … … … … … … … … … … .64
第二節研究限制與後續建議… … … … … … … … … … … … … … … … … … .65
參考資料… … … … … … … … … … … … … … … … … … … … … … … … … … … … … .66
附錄一… … … … … … … … … … … … … … … … … … … … … … … … … … … … … … .75
附錄二… … … … … … … … … … … … … … … … … … … … … … … … … … … … … … .76
附錄三… … … … … … … … … … … … … … … … … … … … … … … … … … … … … … .76
附錄四… … … … … … … … … … … … … … … … … … … … … … … … … … … … … … .77
附錄五… … … … … … … … … … … … … … … … … … … … … … … … … … … … … … .78
附錄六.........................................................................................................................79

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網頁部分：
http://flash.cngame.com/game/pop/
http://office.microsoft.com/clipart/default.aspx?lc=zh-tw
http://www.qingdaonews.com/content/2004-04/20/content_3028876.htm

指導教授

林建煌(Chien-Huang Lin)

審核日期

2006-6-19

推文