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    題名: 閃光有理，性感無罪！ 性訴求廣告模特兒性別組合、產品類型對於消費願景與廣告效果之影響
    Sex Appeal in Advertising: The Influence of Gender Combination of Models and Product on Consumption Visions and Advertising Effectiveness.
    作者: 姚紅
    貢獻者: 張卿卿
    姚紅
    關鍵詞: 性訴求廣告
    模特兒性別組合
    消費願景
    廣告效果
    日期: 2013
    上傳時間: 2014-07-21 15:32:00 (UTC+8)
    摘要: 當今廣告常使用性感的模特兒來吸引消費者注意，”sex sells”是大多數廣告商採用性訴求手法的理由，即便該產品的目標族群為女性，廣告商卻不只使用性感女模特兒展示商品，還搭配男模特兒營造情侶親密的景象，企圖讓女性消費者對於使用產品的美好情境加以想像；此外，這些性訴求廣告的產品類型常與「性」有相關，如香水、牛仔褲等，因為產品的類型與廣告所營造之情境可互相搭配，消費者似乎對使用產品的情境就更可以做具體的想像，而產生了消費願景。過去文獻發現女性消費者對廣告中性感的女模特兒可能產生負面之廣告效果，但對於性感但像是情侶般的男女模特兒，其冒犯感反而較低、喜好度也較高，本研究欲探討模特兒的性別組合是否受到產品類型的調節而影響女性消費者的一般、性相關消費願景；不同模特兒的性別組合搭配不同產品類型時，女性消費者產生的一般、性相關的消費願景是否進而影響性訴求廣告的廣告效果。
    本研究採用2x2之因子設計實驗法，自變項為「模特兒使用（情侶vs. 女）」；調節變項為「產品類型（與性相關vs.與性無關）」；中介變項為「消費願景」，包括一般效果及性相關的效果；依變項為「廣告效果」，包括「廣告態度」、「產品態度」和「購買意圖」，將實驗分為四組，進行ANOVA分析。
    研究結果發現，模特兒性別組合與產品類型的交互作用並未顯著影響廣告態度及消費願景，但以簡單層次比較，當產品與性有關時，使用情侶為模特兒的廣告態度確實較使用女性模特兒好，而產品態度及購買意圖無差異；而消費願景效果中，使用情侶為模特兒的效果也較使用女性模特兒有更好的性相關消費願景，但一般的消費願景則無顯著差異。另一方面，當產品與性無關時，使用情侶或女性為模特兒所產生的廣告效果及消費願景無顯著差異，符合本研究之假設。此外，本研究也發現當產品與性有相關時，「模特兒性別組合」、「性相關消費願景」及「廣告態度」之間存在中介效果。
    參考文獻: 一、 中文部份
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    三、 網路部份
    <性感男模廣告港人不受落>（2005-9-9）。取自某個山頭討論區
    http://roostercastle.servehttp.com/viewthread.php?tid=9335&sid=1RVNoz
    描述: 碩士
    國立政治大學
    廣告研究所
    101452003
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101452003
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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