| 摘要: | 根據實務觀察，不難發現許多廣告為了增加產品吸引力，會使用誇大、華麗的陳述來凸顯產品的功效。然而，隨著消費者越來越精明，能察覺出刻意操弄的商業訊息，因此對於誇大的廣告文案不再輕易相信。因此本研究認為，這種“誇大的廣告文案”反而會提高消費者的說服知識進而導致更低的廣告效果。
根據說服知識模型(PKM)，消費者會識別廣告中的說服企圖並作出相應反應，這些反應受注意力和認知資源影響。也即是當人們的注意力或資源不足時，啟動說服知識會比較困難；相反的，若資源充足時，說服知識則比較容易被激發。為了進一步討論誇大文案的效果，本研進一步從背景音樂的有無與歌詞的形式去討論，並認為不同形式的音樂對於注意力的分散會有不同的程度。例如，含有歌詞的音樂可能會占用大量認知資源，消費者可能會不自覺地處理語言訊息，導致減少對誇大文案的負面判斷。但音樂為外語歌詞時，由於是消費者不熟悉的語言，甚至無法理解，因此較不會費心去處理歌詞訊息，所以有更多資源投入在廣告內容上，導致說服知識更容易啟動。因此，本研究的目的是在深入瞭解誇大廣告對消費者說服知識、產品態度以及品牌態度的影響，以及背景音樂在其中扮演的角色，並探討其對廣告效果的可能影響。
本研究通過實驗室實驗法探討誇大廣告文案與背景音樂結合對消費者的影響。本實驗操弄誇大文案的有無以及背景音樂的類型。正式實驗中共募集170位受試者，成功回收148份有效問卷。
研究結果發現，誇大廣告容易誘發說服知識，同時導致更低的產品態度和品牌態度。此外，誇大廣告文案伴隨母語歌詞的背景音樂，相對於沒有歌詞的背景音樂情境下，更能夠降低說服知識，並且相對提升產品態度和品牌態度。且母語歌詞的音樂也比外語歌詞的音樂有更低的說服知識，以及更高的廣告效果。
Based on practical observations, it is evident that many advertisements use exaggerated and ornate statements to highlight product efficacy and increase product appeal. However, as consumers become more astute and capable of detecting deliberately manipulated commercial messages, they are less likely to believe exaggerated advertising copy. This study posits that such "exaggerated advertising copy" may, in fact, enhance consumers' persuasion knowledge, leading to lower advertising effectiveness.
According to the Persuasion Knowledge Model (PKM), consumers recognize persuasive intent in advertisements and respond accordingly, influenced by their attention and cognitive resources. Specifically, when individuals have insufficient attention or resources, activating persuasion knowledge is more challenging; conversely, with ample resources, persuasion knowledge is more readily triggered. To further explore the effects of exaggerated copy, this study examines the impact of background music, both with and without lyrics, on attention distribution. It suggests that different forms of music may distract attention to varying degrees. For instance, music with lyrics might consume significant cognitive resources as consumers inadvertently process the language information, thereby reducing negative judgments towards exaggerated copy. In contrast, when the music features foreign language lyrics, which consumers may be unfamiliar with and unable to understand, they are less likely to process the lyrics, allowing more cognitive resources to focus on the ad content, thus making persuasion knowledge easier to activate. Therefore, the purpose of this study is to gain a deeper understanding of the effects of exaggerated advertising on consumers' persuasion knowledge, product attitudes, and brand attitudes, and to explore the role of background music in this context and its potential impact on advertising effectiveness.
This research investigates the combined effects of exaggerated advertising copy and background music on consumers through a laboratory experiment. The experiment manipulates the presence of exaggerated copy and the type of background music. A total of 170 participants were recruited for the formal experiment, and 148 valid questionnaires were successfully collected.
The results indicate that exaggerated advertising tends to induce persuasion knowledge, leading to lower product and brand attitudes. Additionally, exaggerated advertising copy accompanied by background music with native language lyrics is more effective in reducing persuasion knowledge and relatively enhancing product and brand attitudes compared to scenarios without lyrics. Moreover, music with native language lyrics results in lower persuasion knowledge and higher advertising effectiveness than music with foreign language lyrics. |
