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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/67556
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67556


    Title: 洋妞必勝?模特兒種族與產品類型搭配之廣告效果-以香水、粉底液為例
    The Advertising Effects of Model`s Race and Product Types: An Adoption Study of Perfume and Liquid Foundation
    Authors: 洪楷芯
    Hung, Kai Hsin
    Contributors: 張卿卿
    Chang, Ching Ching
    洪楷芯
    Hung, Kai Hsin
    Keywords: 模特兒種族
    自我指涉
    廣告態度
    產品知覺品質
    品牌態度
    購買意圖
    Date: 2013
    Issue Date: 2014-07-21 15:32:12 (UTC+8)
    Abstract:   本研究欲瞭解「模特兒種族」經「產品類型」調節後,是否會受到消費者「自我指涉」中介而影響「廣告效果(廣告態度、產品知覺品質、品牌態度、購買意圖)」。
      本研究依台灣消費市場中最多見的廣告模特兒種族,將模特兒種族鎖定為「亞裔(黃種人)」及「西方(白種人)」。依Green(1999)的定義將產品類型分為「種族基礎產品race-based products)」及「種族中性產品(racially neutral products)」,並鎖定以女性消費產品做實驗。此外,除了遵循Rogers, Kuiper and Kirker(1977)對「自我指涉」的定義,為了要辨明刺激消費者產生自我指涉的來源,本研究還另外發展了「種族身體表徵自我指涉」及「種族文化優勢自我指涉」,並用以解釋不同廣告組合對廣告效果所產生的影響。
      最終收集了95位台灣女性大學生的實驗數據,分析後發現以下結果:一、 當「種族基礎產品」搭配「亞裔模特兒」時,台灣消費者會產生顯著較強的「種族身體表徵自我指涉」。二、當「種族中性產品」搭配「西方模特兒」時,台灣消費者會產生顯著較強的「種族文化優勢自我指涉」。三、「種族身體表徵自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果。四、「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果;並且,當產品類型只鎖定為「種族中性產品」時,「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度仍具有部分中介效果。
      根據研究結果,本研究提出結論:不論何種產品類型,台灣消費者對「西方模特兒」的廣告態度、產品知覺品質、品牌態度、購買意圖都勝過「亞裔模特兒」;特別是「種族中性產品」的廣告,搭配「西方模特兒」易促使台灣消費者產生「種
    族文化優勢自我指涉」,進而顯著地增強「廣告態度、產品知覺品質、品牌態度」。另一方面,若廣告產品是高強度的「種族基礎產品」的話,使用「亞裔模特兒」雖然會讓台灣消費者產生較強的「種族身體表徵自我指涉」,但對廣告效果來說卻不一定有效。
    Reference: 一、中文書目
    林秀鳳(2005)。〈女模特兒對廣告效果之影響-以男模特兒及廣告訴求為干擾效  果之探討〉。輔仁大學織品服裝學系研究所碩士論文。
    張逸民(1977)。〈女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研  究〉。政治大學企業管理研究所碩士論文。
    許景郎(1986)。〈廣告模特兒與品牌名字對廣告效果的影響---以咖啡產品為實  例〉。交通大學管理科學研究所碩士論文。
    陳郁秀、林會承、方瓊瑤(2013)。《文創大觀1:台灣文創的第一堂課》。台 
      北:先覺。
    蔡佳靜、張志向(2005)。〈難道美麗也是一種錯誤? -模特兒膚色與男女性市
      場之差異〉《輔仁管理評論》,12(3),129-146。
    二、英文書目
    Brewer, M. B. (1979). In-group bias in the minimal   
      intergroup situation: A cognitive-motivational analysis.
      Psychological Bulletin, 86(2), 307.
    Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing
      cognitive and affective mechanisms. Psychology &
      Marketing, 22(11), 887-910.
    Chang, Chingching (2008a). The Effectiveness of Using a
      Global Look in an Asian Market. Journal of Advertising
      Research, 48(2), 199-214.
    Chang, Chingching (2008b). Chronological age versus
      cognitive age for younger consumers: Implications for
      Advertising Persuasion. Journal of Advertising, 37(3),
      19-32.
    Choudhury, P. K., & Schmid, L. S. (1974). Black models in
      advertising to blacks. Journal of Advertising Research,
      14(3), 19-22.
    Debevec, K., & Iyer, E. (1988). Self‐referencing as a
      mediator of the effectiveness of sex‐role portrayals in
      advertising. Psychology & Marketing, 5(1), 71-84.
    Garretson, J. A., & Niedrich, R. W. (2004). Spokes-
      characters: Creating character trust and positive brand   attitudes. Journal of Advertising, 33(2), 25-36.
    Green, C. L. (1999). Ethnic evaluations of advertising:   
      Interaction effects of strength of ethnic   
      identification, media placement, and degree of racial
      composition. Journal of Advertising, 28(1), 49-64.
    Grier, S. A., Brumbaugh, A. M., & Thornton, C. G. (2006).
      Crossover dreams: consumer responses to ethnic-oriented
      products. Journal of Marketing, 70(2), 35-51.
    Kelley, H. H. (1973). The processes of causal attribution.
      American Psychologist, 28(2), 107.
    Kerin, R. A. (1979). Black model appearance and product
      evaluations. Journal of Communication, 29(1), 123-128.
    Laczniak, R. N., & Muehling, D. D. (1993). The relationship
      between experimental manipulations and tests of theory
      in an advertising message involvement context. Journal
      of Advertising, 22(3), 59-74.
    Lee, C. K. C., Fernandez, N., & Martin, B. A. (2002). Using
      self-referencing to explain the effectiveness of ethnic
      minority models in advertising. International Journal of
      Advertising, 21(3), 367-380.
    MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The
      role of attitude toward the ad as a mediator of
      advertising effectiveness: A test of competing
      explanations. Journal of Marketing Research, 130-143.
    Markus, H., & Nurius, P. (1986). Possible selves. American
      Psychologist, 41(9), 954.
    Martin, Brett A. S., Christina Kwai-Choi Lee, and Feng Yang
      (2004). The influence of ad model ethnicity and self-
      referencing on attitudes: evidence from New Zealand.
      Journal of Advertising, 33(4), 27-37.
    McGuire, W. J., McGuire, C. V., Child, P., & Fujioka, T.
      (1978). Salience of ethnicity in the spontaneous self-
      concept as a function of one`s ethnic distinctiveness in
      the social environment. Journal of Personality and
      Social Psychology, 36(5), 511.
    Meyers-Levy, J., & Peracchio, L. A. (1996). Moderators of
      the impact of self-reference on persuasion. Journal of
      Consumer Research, 408-423.
    Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-
      reference and the encoding of personal information.
      Journal of Personality and Social Psychology, 35(9),
      677.
    Schlinger, M. J., & Plummer, J. T. (1972). Advertising in
      Black and White. Journal of Marketing Research, 9(2).
    Shavelson, R. J., Hubner, J. J., & Stanton, G. C. (1976).
      Self-concept: Validation of construct interpretations.
      Review of Educational Research, 407-441.
    Tolley, B. S., & Goett, J. J. (1971). Reactions to blacks in
      newspaper ads. Journal of Advertising Research, 11(2),
      11-17.
    Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and
      meta-analysis of country-of-origin research. Journal of
      Economic Psychology, 20(5), 521-546.
    Wang, C. L., Bristol, T., Mowen, J. C., & Chakraborty, G.
      (2000). Alternative modes of self-construal: Dimensions
      of connectedness–separateness and advertising appeals to
      the cultural and gender-specific self. Journal of
      Consumer Psychology, 9(2), 107-115.
    Whittler, T. E. (1991). The effects of actors` race in
      commercial advertising: Review and extension. Journal of
      Advertising, 20(1), 54-60.
    Whittler, T. E., & Spira, J. S. (2002). Model`s race: a
      peripheral cue in advertising messages? Journal of
      Consumer Psychology, 291-301.
    Zinkhan, G. M., & Hong, J. W. (1991). Self Concept and
      Advertising Effectiveness: A Conceptual Model of
      Congruency, Conspicuousness, and Response Mode. Advances
      in Consumer Research, 18(1).
    三、線上及影音資料
    教育部國語推行委員會(2007)。《重編國語辭典修訂本》。上網日期:2014年2
      月13日,取自 http://goo.gl/Drrhqn
    Cambridge University Press(1999). Cambridge Dictionaries
      Online. Retrieved February 13, 2014, from:  
      http://dictionary.cambridge.org/dictionary/british/race
      _2
    Brody, Laura., Aaron Gordon, Sally Kye, Hediyeh
      Mohajerjasbi, Meral Tunador (2010). Race and Ethnicity.
      Retrieved February 13, 2014, from:http://youtu.be/aDz3BJ
      DPXHA
    Description: 碩士
    國立政治大學
    廣告研究所
    101452015
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101452015
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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