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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/76399


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    題名: 視覺誇飾法的廣告效果─從產品利益結合與否來探討
    The Effectiveness of Visual Hyperbole in Advertising
    作者: 楊雅嵐
    貢獻者: 張卿卿
    楊雅嵐
    關鍵詞: 視覺修辭
    視覺誇飾
    產品利益
    資訊性
    理解度
    廣告態度
    品牌態度
    品牌回憶度
    日期: 2012
    上傳時間: 2015-07-13 11:03:52 (UTC+8)
    摘要: 視覺誇飾（visual hyperbole）廣告在實務上相當常見，這樣的廣告表現方式，又可被分為兩種，一種是結合產品利益表現的視覺誇飾廣告，另一種則為未結合產品利益表現的視覺誇飾廣告。然而，這樣的不同，對於品牌態度，以及品牌回憶度又會有什麼不一樣的影響呢？
    本研究採用實驗法，檢視了三種視覺誇飾廣告策略：「有使用視覺誇飾並結合產品利益的廣告」、「有使用視覺誇飾但無結合產品利益的廣告」，以及「沒有使用視覺誇飾僅表現產品利益的廣告」，以釐清何種策略會有最好的廣告效果。此外，更聚焦於探究「視覺誇飾有無結合產品利益」之差異，為本研究的重點項目。
    研究結果指出，視覺誇飾有無結合產品利益來做表現，會影響到廣告的「資訊性」，並且也會影響到閱聽眾對廣告的「理解度」。有結合產品利益的視覺誇飾廣告，可能因為可以提供產品相關訊息，所以帶來較高的資訊性；有結合產品利益的視覺誇飾廣告，也可能因為表現明確的「產品利益」，對於解讀廣告有提示的作用在，而有較好的理解度。但可惜的是，「資訊性」與「理解度」的中介效果並不成立，因此無法證明是影響「品牌態度」與「品牌回憶度」的重要因素，且由於操弄檢定部分未符合預期結果，故在詮釋上應有所保留。
    另外，在「有無使用視覺誇飾廣告」比較「廣告態度」的差異，有使用視覺誇飾的廣告並未能如預期獲得較好的反應，與先前學者研究相反，其可能的原因為實驗製作物的諸多限制，導致過度刻意安排，引起負面的感受。
    參考文獻: 一、中文部分
    李培蘭（2003）。《幽默廣告機制與形式分類之初探─以1997～2001年時報廣告獎平面類作品為例》，國立政治大學廣告研究所碩士論文。
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    二、英文部分
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    描述: 碩士
    國立政治大學
    廣告研究所
    100452014
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1004520141
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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