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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/145820


    Title: 越怪越特別？怪誕廣告對消費者廣告回憶及品牌感知獨特性之影響
    The Impact of Grotesque Advertising in Luxury Brand on Ad Recall and Perceived Uniqueness
    Authors: 陳思安
    Chen, Si-An
    Contributors: 林穎青
    Lin, Ying-Ching
    陳思安
    Chen, Si-An
    Keywords: 怪誕廣告
    廣告敘事
    廣告回憶
    心理距離
    品牌感知獨特性
    品牌熟悉度
    Grotesque advertisement
    Transportation
    Ad recall
    Psychological distance
    Perceived uniqueness
    Brand familiarity
    Date: 2023
    Issue Date: 2023-07-06 16:37:30 (UTC+8)
    Abstract: 在時尚產業中，奢侈品佔有非常重要的市場地位，因此許多品牌開始選用怪異的廣告圖像吸引觀眾注意。本研究以兩個實驗探討怪誕廣告對消費者商品感知、廣告回憶及品牌態度之效果，並驗證廣告敘事與心理距離的中介效果。實驗一研究結果發現，相比一般廣告，怪誕廣告會讓消費者產生較深刻之記憶，並在廣告回憶的過程中，有許多怪誕廣告的怪異點被消費者回想及提及，且廣告敘事對怪誕廣告與商品奢華感知、認知售價具顯著中介效果。實驗二研究結果發現，怪誕廣告對消費者品牌感知獨特性具顯著影響，且品牌熟悉度為其調節因子，即消費者在品牌熟悉度較低的情況下，相較於不具怪誕元素之廣告，怪誕廣告會讓消費者產生品牌感知獨特性，然而在品牌熟悉度較高的情況下，不論怪誕廣告或一般廣告，消費者品牌獨特性感知均無顯著差異，然而心理距離在此之中未發現有顯著中介效果。本研究結果證明怪誕廣告能影響消費者品牌態度並增加廣告回憶，並對實務界提出應用怪誕廣告的策略方向與建議。
    In the fashion industry, luxury goods hold a very important market position. Therefore, many brands have started using grotesque images to capture viewers` attention. The aim of this study is to conduct two experiments to demonstrate the effects of grotesque advertisements on consumers` product perception, ad memory, and brand attitude, while also validating the mediating effect of transportation and psychological distance. Study 1 found that compared to idealized product advertisements, grotesque advertisements can evoke ad recall in consumers. Furthermore, transportation significantly mediates the relationship between grotesque advertisements and consumers’ perception of luxury and perceived price. Study 2 shows that grotesque advertisements impact consumers` perceived uniqueness of the brand, with brand familiarity as a moderating factor. Under low brand familiarity conditions, grotesque advertisements influence the perceived uniqueness of the brand among consumers. However, under high brand familiarity conditions, there was no significant effect on consumers` perception of brand uniqueness between grotesque ads and regular ads. Additionally, no mediating effect of psychological distance was found in study 2. This research demonstrates that grotesque advertisements can influence consumer brand attitudes and increase ad recall. It also proposes strategies for the practical application of grotesque advertisements.
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    國立政治大學
    傳播學院傳播碩士學位學程
    110464043
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