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微电影与电视广告之广告效果初探

【中文摘要】:2010年从大陆地区所带起的「微电影」热潮延烧至今仍然相当受到欢迎,随着线上影音平台兴起以及手持智慧型装置的普及,越来越多企业、政府机关甚至是公益团体都争相推出微电影,建立与消费者的沟通管道。由于网路上低播放成本、快速传递效果以及高互动性等原因,使得过去传统电视广告的重要性受到严重的考验。然而微电影能否取代广告成为和消费者沟通的主要桥樑;观看广告和微电影会产生什幺样的广告态度;在观看广告或是微电影前,有什幺

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因素会影响到消费者的观感,这些都是广告主在选择与设计行销策略前所必须慎重考虑的课题。因此,本研究欲探讨的两个研究问题为: (1) 阅听人对于微电影和广告的广告态度有何不同;(2) 什幺前置因子使得微电影和广告造成阅听人不同的广告态度。

本研究以实验设计法进行,以影片类型和情境因素为本研究之两项自变数,而依变数广告态度又分为情感和认知。研究结果发现在广告态度上,相较于广告,微电影会带给阅听人较大的情感程度;而相较于微电影,广告会带给阅听人较大的认知程度。在前置因子上,当处于微电影的情境时,不论影片类型为何,带给阅听人的情感程度较为强烈;当处于广告的情境时

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,不论影片类型,也能带给阅听人较多认知程度的趋势。
【英文摘要】:The Internet not only changes people’s lives but also provides a new way to advertising. Currently, people spend lots of time on the Internet searching for information and entertainmen

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t. The advertisers found traditional advertisement like TV commercial lost its popularity among audience, so they look for different ways such as microfilm to communicate with the customers. “Microfilms” refer to short films that covey certain messages with limited investment and time. Although microfilms have no specific definitions and standards, they are still very popular and applied to many fields such as enterprises, the government or non-profit organizations. This research is aimed to differentiate the consumers’ attitude towards traditional TV advertising and microfilm; what antecedent factors would influence the consumers’ attitude before watching the TV ads and microfilms.

The present study uses experimental design with 2 (Advertising types: ad vs. microfilm) X 2 (Antecedent factors: ad situation vs. microfilm situation) independent variables and consumers’ attitude which is divided into affective component and cognitive component as the dependent variable. The results indicate that two advertising types influence consumers’ attitude differently. Microfilm increases more affective effects on consumers’ attitude while traditional ad increases more cognitive effects on consumers’ attitude. Moreover, when consumers are told to watch microfilm, no matter what types of advertising, consumers have more affective effects on attitudes in this context. On the contrary, when consumers are told to watch traditional ad, no matter what types of advertising, consumers seems to have more cognitive effects on attitudes in this context.
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  • 来源:中山大学;作者:翁靖雅
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