平面廣告中模特兒長相、裸露程度、廣告背景與人格特質對廣告效果之影響

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謝欣穎(Hsin-ying Hsieh) 查詢紙本館藏

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論文名稱

平面廣告中模特兒長相、裸露程度、廣告背景與人格特質對廣告效果之影響
(The influence of female model's physical appearance, levels of nudity, background picture and personality on advertising effects)

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摘要(中)

本研究探討平面廣告中女模特兒的長相(美/醜)、裸露程度(低/中/高)以及廣告背景(性感/非性感)，在男性消費者不同的人格特質下，包括刺激尋求和性的自我基模，對於品牌回想、廣告態度與購買意願的影響。本研究共分成兩個實驗，採用投影片放映廣告和現場作答之方式進行；樣本為中央大學大學部和研究所以上的男學生，以及新北市中和區之男性居民，有效問卷共計276份。研究結果顯示：
一、模特兒裸露程度低和高時，男性對於美模特兒的廣告態度顯著高於醜模特兒的廣告態度。而在購買意願方面，男性對於美模特兒的購買意願顯著大於醜模特兒的購買意願；且隨著裸露程度增加，男性的購買意願也隨之增加。
二、對於性的自我基模化程度高的男性，中等裸露程度所產生的廣告態度是最高的。而對於性的自我基模化程度低的男性來說，不同裸露程度的模特兒所產生的廣告態度沒有顯著差異。
三、在性感的廣告背景下，男性對於美模特兒的品牌回想顯著高於對醜模特兒的品牌回想。而在廣告態度方面，男性對於性感背景產生的廣告態度顯著高於非性感背景產生的廣告態度。
四、對於性的自我基模化程度高的男性來說，若廣告中出現美的模特兒時，搭配性感背景所產生的廣告態度皆高於非性感背景所產生的廣告態度；再者，若廣告背景是性感的，則中等裸露程度所產生的廣告態度最高；若廣告背景是非性感的，則裸露程度高所產生的廣告態度最高。
五、對於性的自我基模化程度低的男性來說，若廣告中出現醜的模特兒時，搭配性感的背景所產生的廣告態度高於非性感背景所產生的廣告態度；再者，若廣告背景是性感的，則中等裸露程度的廣告態度顯著高於裸露程度低的和高的廣告態度。
六、在購買意願方面，對於性的自我基模化程度高的男性來說，廣告中若為美模特兒時，搭配性感背景所產生的購買意願顯著高於非性感背景產生的購買意願。而對於性的自我基模化程度低的男性來說，廣告中若為醜模特兒時，搭配性感背景所產生的購買意願顯著高於非性感背景產生的購買意願。

摘要(英)

This research investigated the influence of the physical appearance of female model, the levels of nudity, and the background picture in advertisement on male consumers’ brand recall, attitude toward the ad, and purchase intention. In addition, the moderating personality variables are Sensation Seeking(SS) and Sexual Self-schema(SSS). There are two studies in this research, compromising 276 male students and residents of Chung-he District. Each respondent viewed the advertisements on the slides and answered the questionnaire after viewing the slides. The results indicate that:
1. When the level of nudity is low and high, male respondents’ attitude toward the ad with pretty model is significantly higher than the ad with ugly model. Besides, male respondents’ purchase intention to ad with pretty model is significantly higher than ad with ugly model; moreover, male respondents’ purchase intention to sexual advertising will significantly increase as the level of nudity increase.
2. For men with high schema scores, middle level of nudity can generate the highest attitude toward the ad. However, men with low schema scores who’s attitude toward the ad have no significant difference as nudity increases.
3. Under the sexy background, male respondents’ number of brand recall to ad with pretty model significantly higher than the ad with ugly model. Besides, male respondents have greater response to the ad with sexy background.
4. For men with high schema scores, when pretty model shows in ad, their attitude toward the ad with sexy background significantly higher than the ad with unsexy background; moreover, if the background picture is sexy, middle level of nudity can generate the highest attitude toward the ad. However, if the background picture is unsexy, high level of nudity can generate the highest attitude toward the ad.
5. For men with low schema scores, when ugly model shows in ad, their attitude toward the ad with sexy background significantly higher than the ad with unsexy background; moreover, if the background picture is sexy, their attitude toward middle level of nudity ad significantly higher than both low and high level of nudity ad.
6. For men with high schema scores, when pretty model shows in ad, their purchase intention to the ad with sexy background significantly higher than the ad with unsexy background, whereas for men with low schema scores, when ugly model shows in ad, their purchase intention to the ad with sexy background significantly higher than the ad with unsexy background.

關鍵字(中)

★ 性的自我基模
★ 廣告背景
★ 裸露程度
★ 模特兒長相
★ 品牌回想
★ 廣告態度
★ 購買意願
★ 刺激尋求

關鍵字(英)

★ attitude toward the ad
★ brand recall
★ sexual self-schema
★ purchase intention
★ physical appearance of model
★ advertising background
★ nudity
★ sensation seeking

論文目次

目錄............................................ i
圖目錄........................................... iii
表目錄...........................................iv
中文摘要......................................... viii
Abstract....................................... x
第一章　緒論...................................... 1
第一節研究動機................................. 1
第二節研究目的與問題............................ 2
第二章　文獻探討.................................. 5
第一節廣告中的性感女模特兒....................... 5
第二節刺激尋求................................. 8
第三節性的自我基模.............................. 13
第四節廣告效果................................. 18
第三章　研究方法.................................. 23
第一節研究架構................................. 23
第二節研究假說................................. 25
第三節變數的操作性定義........................... 36
第四節前測實驗................................. 39
第五節平面廣告的製作............................ 44
第六節研究設計................................. 46
第四章　資料分析與結果.............................. 52
第一節樣本結構................................. 52
第二節資料處理................................. 55
第三節信度分析................................. 60
第四節假設驗證................................. 62
第五節研究假說驗證結果總整理...................... 102
第五章　研究結論與建議.............................. 106
第一節研究結論................................. 106
第二節研究貢獻................................. 109
第三節研究限制與未來研究之建議.................... 111
參考文獻.........................................114
中文部份........................................ 114
英文部份........................................ 114
附錄............................................ 126
附錄一：前測問卷一(模特兒長相和裸露程度).............. 126
附錄二：前測問卷二(性的自我基模).................... 129
附錄三：前測問卷三(品牌名稱)....................... 131
附錄四：前測問卷四(廣告背景)....................... 132
附錄五：實驗一之正式問卷........................... 134
附錄六：實驗二之正式問卷........................... 140
附錄七：模特兒長相美醜之前測實驗圖片................. 145
附錄八：模特兒裸露程度之前測實驗圖片................. 146
附錄九：廣告背景之前測實驗圖片...................... 148
附錄十：目標廣告................................. 149
附錄十一：非目標廣告.............................. 155

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指導教授

林建煌(Chien-huang Lin)

審核日期

2012-6-20

推文