廣告模特兒笑容、服務業類型與廣告訴求對廣告效果之影響

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Title:	廣告模特兒笑容、服務業類型與廣告訴求對廣告效果之影響
Other Titles:	The effects of smile, advertising appeal and service type on advertising effect.
Authors:	詹珮宜;Chan, Pei-i
Contributors:	淡江大學國際貿易學系國際企業學碩士班曾義明;Tseng, Yi-ming
Keywords:	服務業類型;廣告訴求;模特兒笑容程度;廣告效果;Service Type;Advertising Appeal;Smile;Advertising Effectiveness
Date:	2008
Issue Date:	2010-01-11 01:30:56 (UTC+8)
Abstract:	由於服務的無形特性，使得消費者難以在購買前瞭解服務的利益與結果，且缺乏客觀具體的標準判斷服務的內容與價值，使得顧客對服務的知覺風險提高。業者如何藉由適宜的廣告為其服務，是一項重要的研究議題。本研究旨在探討不同的服務業類型下，平面廣告中圖文的搭配方式對廣告效果(廣告態度與產品態度)的影響。本研究採用實驗設計，以「服務業類型」、「廣告訴求」與「模特兒笑容程度」為自變數，分成歡樂性與功能性兩種服務業;理性與感性兩種文字訴求;中性表情、微笑、半笑與大笑四種笑容程度，共十六個實驗組，並以淡江大學商學院之大學部女學生為施測樣本，來進行實證研究。研究結果發現: 一、模特兒笑容程度對廣告效果有顯著影響。模特兒笑容為微笑、半笑與大笑時，會有比中性表情較正面的廣告效果，且微笑的廣告態度顯著優於半笑。二、服務業類型與廣告訴求對廣告態度具有交互作用。功能性服務業類型下，理性訴求會比感性訴求產生較佳的廣告態度;歡樂性服務業類型下，感性訴求會比理性訴求產生較佳的廣告態度。三、服務業類型與模特兒笑容程度對廣告態度具有交互作用。功能性服務業類型下，大笑與微笑顯著優於中性表情;歡樂性服務業類型下，半笑與微笑顯著優於中性表情，且微笑顯著優於大笑。四、廣告訴求與模特兒笑容程度對廣告態度具有交互作用。理性訴求之下，微笑與大笑優於中情表情與半笑，但未達顯著水準;感性訴求之下，微笑、半笑與大笑顯著優於中性表情。 Because of the intangible nature of services, it is difficult for consumers to realize the benefits and outcomes of services. Consumers also do not have objective and tangible standards to evaluate, thus consumers’ perceived risk will increase. Advertising strategy is an important tool to offset the problems caused by service intangibility. This study explores the potential effects of smile and advertising appeals in print media on advertising effectiveness (including attitude toward the ad and attitude toward the product) for two different service types. Using college students at Tamkang University as respondents, a 2×2×4 between-subject experimental design was conducted. Independent variables were advertising appeals (rational amd emotional appeal), smile(neutral face, closed smile, open smile and laugh), and service types(utilitarian and hedonic service). The conclusions are as follows: 1. Smile significantly influences the advertising effectiveness. Closed smile, open smile and laugh results in higher levels of advertising effectiveness than neutral face. Closed smile results in higher levels of attitude toward the ad than open smile. 2. The service type and the advertising appeal have interaction on attitude toward the ad. As for utilitarian service, rational appeal results in higher levels of attitude toward the ad than emotional appeal. As for hedonic service, emotional appeal results in higher level of attitude toward the ad than rational appeal. 3. The service type and smile have interaction on attitude toward the ad. As for utilitarian service, laugh and closed smile results in higher levels of attitude toward the ad than neutral face. As for hedonic service, open smile and closed smile result in higher levels of attitude toward the ad than neutral face, closed smile result in higher levels of attitude toward the ad than laugh. 4. Advertising appeal and smile have interaction on attitude toward the ad. As for rational appeal, closed smile and laugh result in higher levels of attitude toward the ad than neutral face and open smile,but it is not significant..As for emotional appeal, closed smile,open smile and laugh result in higher levels of attitude toward the ad than neutral face.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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