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幽默有效吗?性诉求广告类型、产品类别与认知风格对广告效果的影响

【中文摘要】:广告中运用性诉求的策略,一直以来都受到广告商的喜爱并且大量地使用。观察市面上琳瑯满目的性诉求广告,除了过去经常使用性诉求包装广告的产品之外,更有一些产品是与性无关的。除此之外,还有些性诉求广告亦同时使用「幽默」作为广告诉求。然而,在面对幽默广告时,不同认知风格的消费者会有不同的深受,于是,本研究以性诉求广告为主题,透过实验设计建立不同的情境,探讨幽默包装于性诉求广告时,在不同产品类别下,不同认知风格的消费者对广告效果的影响。
本研究以实验设计法进行,操弄两个自变数,性诉求广告类型(有幽默vs.无幽默)、产品的类别(产品与性有关vs.产品与性无关);认知风

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(理性思考vs. 经验思考)採用量表衡量,为2X2X2的三因子设计。透过广告建立四种不同的实验情境,观察不同认知风格的消费者在不同情境下对广告展现的品牌态度及购买意图。
研究结果显示,当产品与性无关时,具有幽默的性诉求广告会获得较佳的广告效果,但在与性相关的产品推广上则无此差异。若将产品类别与认知风格一同考量时,对于理性型认知风格者而言,加入幽默的性诉求会弱化产品类别在广告
效果上的影响;对于经验型认知风格者而言,加入幽默的性诉求会强化产品类别在广告效果上的影响。根据此结果,企业在设计性诉求广告方案时,必须根据产品的特性以及消费者的认知风格,辅以有幽默或无幽默的性诉求广告,以得到较佳的广告效果。
【英文摘要】:Sex appeals have been commonly used and used to promote a wide range of product categories. Because of high popularity of sex appeals, advertisers start to combine other elements to enhance advertising effectiveness. Humor is one of the options. However, not all consumers favorably respond to humor in ads. The present study examines how product type and consumer individual differences in thinking style influence advertising effectiveness when sex appeals and humor appeals are both used at the same time.
The present study uses experimental design to investigate the advertising effects of different sex appeals (with humor vs. without humor), product type (sexually-related vs. non-sexually related) and thinking style (rational vs. experimental). A 2X2X2 between-subjects design is conducted. The first two variables are manipulated while the final one is measured. The advertising effects are measured by attitude toward brand and purchase intension.
The results indicate sex appeals with humor are more effective in promoting a non-sexually related product than those without humor. Nevertheless, no such differences are found in sexually-related product promotion. Results further indicate that, for rational thinkers, sex appeals with humor weaken the influences of product type on advertising effectiveness. For experimental thinkers, sex appeals with humor intensify the influences of product type on advertising effectiveness. According to these findings, this study suggests that marketers should consider not only product type being promoted but also the consumers’ thinking style before using humor or n

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ot in sex appeals to maximize the advertising effects.
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  • 来源:中山大学;作者:黄圣廷
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