無聲勝有聲？探討卡通代言人的廣告效果

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/45094

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Title:	無聲勝有聲？探討卡通代言人的廣告效果 Is Non-Speaking Better than Speaking? The Advertising Effect of Spokes-Characters
Authors:	向芳賢
Contributors:	行銷碩士學位學程碩士班
Keywords:	卡通代言人廣告效果角色轉移理論認知需求理論
Date:	2019
Issue Date:	2019-10-24
Abstract:	當企業在為品牌、產品選擇代言人時，部分企業會傾向於使用卡通代言人來取代真人代言人。過去研究指出在廣告中使用卡通代言人為產品代言時，能夠有效的降低消費者對廣告的抗性並提高對產品的態度。我們參考了過去卡通代言人相關的文獻，進一步將卡通代言人廣告區分為二類：以第一人稱開口說話的(Speaking)以及沒有的(Non-Speaking)。在本研究中我們主要以角色轉移理論以及認知需求理論作為研究基底，探討上述兩種類型的廣告呈現方式是否會影響該則廣告的廣告效果。本研究採用實驗室實驗法，運用問卷調查的方式來進行數據的收集。本研究之實驗設計為222(Non-Speaking/Speaking角色轉移程度高/低認知需求程度高/低)的交互情境，以Between-Subject的方式隨機分配受試者觀看單一的實驗情境。實驗結果指出Non-Speaking的卡通代言人廣告比起Speaking的卡通代言人廣告能夠造成更高的角色轉移程度以及廣告效果，且本研究發現不同程度的角色轉移確實會干擾到廣告效果，並造成顯著的差異，其中如果在Non-Speaking的卡通代言人廣告中能夠擁有越高的轉移程度，其廣告效果也會越高，反之亦然。 When companies come to choose endorsements for brand or product, some of them tend to use animated character spokespersons to replace real-life spokespersons. In addition to thrift cost, using animated character also can improve the attitude towards the advertisement. The literature pointed out that using animated character spokespersons as endorsements in advertising can effectively reduce consumer resistance to advertising and increase attitude towards the brand and advertisement. According to the past literature, we divide the advertisement which with character spokesperson into two categories: the spokes person has speak or not. In this study, we use the narrative engagement theory as the research base. The experimental results indicate that the ad which the character spokesperson does not speak has a higher degree of character transfer and advertisement effect than the ad with the speech. Even more, different degrees of role transfer will affect the attitude of advertising and brand. Among them, we find that if there is a higher degree of transfer in a none-spoken advertisement, the advertising effect will be higher, and vice versa.
Appears in Collections:	[Master of Science in marketing ] Thesis

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