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    题名: 擬人化動物廣告效果意涵－ 從動作與情感看擬人化程度的影響
    The Effect of Personified Animals in Advertising: An Exploration of Action and Emotion as Determinants of Personification Level.
    作者: 黃家萱
    贡献者: 張卿卿
    黃家萱
    关键词: 擬人化
    陰柔特質
    相似性
    可愛感受
    同理心
    廣告態度
    自我-品牌連結度
    品牌態度
    日期: 2012
    上传时间: 2013-09-02 11:47:17 (UTC+8)
    摘要: 不論是品牌的角色代言人或電視及平面廣告的主角，「動物」的元素被廣泛的運用在行銷活動之中，我們也發現，在以動物為主角的廣告故事中，通常會以擬人化的方式賦予他們如人類一般的生命力，有些是以肢體動作仿效人類作為表現方式（例如拿取物品、以後腳站立），有些甚至設計了情境，讓消費者感受到他們內心如同人類的情感。那麼，究竟這樣的廣告呈現方式是否能產生更好的廣告效果？
    本研究因此著眼於動物在廣告中的「擬人化」，試圖探討將動物作擬人化呈現後會產生怎麼樣的廣告效果，並了解消費者在處理擬人化動物廣告資訊時所產生的心理機制。由於「擬人化的程度」在過去並未有相關研究提出明確定義，本研究以「動作」與「情感」兩個面向，來界定擬人化的程度，並假設在廣告中的動物擁有較高的擬人化的程度時，會讓閱聽人產生相似性感受、可愛感受及同理心，進而產生正面的廣告態度、品牌態度及自我-品牌連結度。
    本次實驗有三個研究變項，分為兩個操弄變項-「擬人化程度」、「產品種類」及一個測量變項-以受測者的「陰柔特質」做為第一個操弄變項（擬人化程度）的調節變項。
    消費者的陰柔特質經過本研究證實，是影響擬人化廣告效果的一個重要關鍵，只有高陰柔特質的人才會經由相似性、可愛感受及同理心等中介反應，而後產生較高的廣告態度及自我品牌連結度，最後有較高的品牌態度。
    而「擬人化的程度」也經由本研究證實，可用「動作擬人」及「情感擬人」去界定及操作。
    參考文獻: 一、 中文部份
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    三、 網路部份
    <調查發現：網友最偏愛林鳳營鮮乳>（2006年8月23日 ）。取自波仕特線上市調網研究顧問 http://www.pollster.com.tw/report/9/index.htm
    <Pollster波仕特線上市調：購買數位相機首要考量，國人重品牌價格、影像表現>（ 2009年07月30日 ）。取自波仕特線上市調網http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=337
    EOLembrain東方快線研究部（ 2011年05月06日）。<全民公攝-數位化的捕峰捉影>。取自東方快線網絡市調http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=229
    <2011年06月 創市際數位相機篇>（2011年06月03日 ）。取自創市際市場研究顧問 http://www.insightxplorer.com/specialtopic/2011_06_03.htm
    <Pollster波仕特線上市調：養寵物狀況及原因調查>（ 2011年10月24日 ）。取自波仕特線上市調網http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1575
    描述: 碩士
    國立政治大學
    廣告研究所
    100452002
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0100452002
    数据类型: thesis
    显示于类别:[廣告學系] 學位論文

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