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| Title: | 廣告代言人與訊息框架之廣告效果—以子宮頸癌防治為例
Advertising Effectiveness of Endorser and Information Framing: The Adoption of Cervical Cancer Prevention |
| Authors: | 陳郁琪
Chen, Yu-Chi |
| Contributors: | 陳建維
Chen, Chien-Wei
陳郁琪
Chen, Yu-Chi |
| Keywords: | 廣告代言人
代言人性別
代言人類型
框架訊息
子宮頸癌防治
廣告效果 |
| Date: | 2018 |
| Issue Date: | 2018-08-07 17:21:30 (UTC+8) |
| Abstract: | 近來大眾健康意識抬頭，政府機關、民間醫學會及各大藥廠皆致力於提倡預防疾病概念，而作為蟬聯35年國人十大死因榜首的惡性腫瘤(癌症)中，子宮頸癌是第一個可預防的癌症，更是眾人的注目焦點。
本研究探討不同代言人類型(專家、典型消費者、名人)、代言人性別組合(男性、女性、女性＋男性)與訊息描述方式(正面敘述、反面敘述)，對子宮頸癌防治衛教廣告效果(廣告態度、採取預防行動意願)的影響。以實驗情境法，採3x3x2=18實驗採獨立樣本受試者間設計(between subject design)，每位受測者只會接受十八實驗中的一種實驗情況，無法接觸到其他實驗處理，避免相互影響。受測樣本皆為女性，共計回收651份實驗問卷。
研究結果顯示，代言人類型為專家和名人之廣告效果顯著較典型消費者為佳，在代言人性別組合構面，女性＋男性組合顯著較男性為佳，而訊息描述方式正反差異並不會影響消費者廣告效果。此外，代言人類型與訊息描述方式、代言人性別組合與訊息描述方式、代言人類型和代言人性別組合和訊息描述方式等搭配組合，分別部分對廣告效果有顯著影響。
最後於結論提出對子宮頸癌防治衛教廣告的行銷策略與實務上建議。建議可採用女性＋男性組合名人搭配反面敘述方式做設計子宮頸癌議題衛教廣告，搭配多元的傳散方式，如診間衛教單張、網路廣告、社群轉傳、媒體報導等作法，進而達到提升大眾疾病預防意識之目標。
Recently, public health awareness has been raised, and government, medical associations and leading pharmaceutical companies are committed to promoting the concept of disease prevention. Cancer has been the first place of top ten causes of death in Taiwan almost 35. As the first preventable cancers, cervical cancer attract people’s attention.
This study discusses the effects of different endorser types (expert, typical consumer, celebrity), gender combinations (male, female, female and male) and message descriptions (positive message description, negative message description) on the health education advertisement related to cervical cancer(advertising attitude and preventive action intention). Based on the experimental situation method, the design of 3x3x2=18 (between subject design) was adopted in the experiment of sampling, each person would accept only one experiment in 18 experiments, and could not accept other experiment to avoid the interaction between experiments. All samples were female and 651 questionnaires were recovered.
The results show that the advertising effect of the endorser type for expert and celebrity is better than typical consumer. In the side of gender combinations, female and male is better than men, and the difference of message descriptions will not affect the advertising effect of consumers. In addition, there are interactrions in endorser types and message descriptions, gender combinations and message descriptions, endorser types and gender combinations and message descriptions, respectively.
Finally, the conclusion come out the marketing strategy and practical suggestions on the prevention of cervical cancer.It is suggested that female and male combination celebrities with negative message description should be used to design cervical cancer health education advertisement. Using network advertising, community transfer, online media reporting, and so on to achieve the goal of raising the awareness of mass disease prevention. |
| Reference: | 一、中文部分
1. 行政院衛生署疾病管制局(2013)，感染與疫苗，衛生福利部。
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
105351039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105351039 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IB.026.2018.F06 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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