| dc.description.abstract | In our daily life, we see lots of advertisements everywhere. There are models in advertisements to attract consumers, sometimes appearing with advertising slogans to rich it.
Therefore, this research want to know how the model’s gesture, facial expression in advertisements (e.g. Smile, eye contact and arm gesture), the interaction between model and products, advertising slogan to influence consumers’ attitude toward advertisement, willing to know product, and attitude toward product. This research developed four experiments with experimental design, and used college students to be research subjects. The results indicate that:
1.The advertisement with emotional appeal has higher attitude toward advertisement, willing to know product, and attitude toward product.
2.For low-risk perceivers, smile and eye contact have interaction effect. When the model is direct eye contact, smile have higher attitude toward advertisement, willing to know product, and attitude toward product than model is not smile. For high-risk perceivers, smile and eye contact do not have interaction effect.
3.When the model in advertisement is open arm, there are a higher attitude toward advertisement, and attitude toward product, compare to the model with close arm.
4.In low-involvement situation, the model with smile has higher attitude toward product, compare to the model with no smile. In high-involvement situation, smile doesn’t have significant effect on attitude toward advertisement, willing to know product, and attitude toward product.
5.When the model has an interaction with products, there are higher attitude toward advertisement, willing to know product, and attitude toward product, comparing to the model doesn’t have an interaction with products.
6.For the advertisement with gift-giving appeal, when the model has an interaction with products, there are higher attitude toward advertisement, willing to know product, and attitude toward product. For the advertisement with self-use appeal, whether the model has an interaction with product or not, there are no significant influence on attitude toward advertisement, willing to know product, and attitude toward product. | en_US |