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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
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/76399


    Title: 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
    Authors: 楊雅嵐
    Contributors: 張卿卿
    楊雅嵐
    Keywords: 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
    Date: 2012
    Issue Date: 2015-07-13 11:03:52 (UTC+8)
    Abstract: 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。
    Reference: 一、中文部分
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    Description: 碩士
    國立政治大學
    廣告研究所
    100452014
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1004520141
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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