綠色廣告的議題設定與訴求策略

這是一個環保議題與綠色意識日益高漲的年代，從綠的產品、綠的行銷、綠的包裝、綠的設計，到綠的消費等，幾乎所有操作都往綠色靠攏。只是綠色呼籲已久，人們的綠色解讀是否彈性疲乏，甚或訊息創造者本身的製碼已過於制式淺淡，否則地球的生態困境怎似愈陷愈深。本研究擇選不同議題設定的兩組生態環保作品各40件，利用內容分析法檢定不同議題描述下綠色廣告之訴求策略與呈現形式，以測定不同的議題描述對訴求策略之因果影響。研究發現，樣本一「生態議題作品」無論訴求擇定、文圖配色都有明顯的轉移現象（例如引用很多的負面訴求，特別是恐懼訴求），且訊息更直接有力，訴諸行動之企圖與動作明顯；但另一樣本「綠色議題作品」受制於“綠色”字眼影響，無論是訴求方向或素材配色幾乎都跟“綠色”的本質及其象徵與聯想有關。亦即當議題裡鑲嵌著“綠”這個單詞時，創作者明顯較容易聯想及應用到綠的種種相關；換言之，議題的重要性排序，“綠色象徵”壓過了“生態問題”本身，使得作品普遍淡化了生態問題之迫切性，讓該組作品陷於較表層、隱世旁觀、較偏泛泛之談。鑑於研究發現，議題設定明顯地預設框架了綠色廣告的訴求表現，因而在議題設定之際，建議以更貼近生態問題核心的描述來替代“綠色”字眼。

關鍵字

綠色廣告；議題設定；訴求策略

並列摘要

This paper tries to explore the influence of the agenda-setting on the appeal strategy of green advertising. Content analysis shows that the different style of agenda statement plays ”dominant” role in the whole design process, from appeal strategy through final performance. Ads of Environmental agenda (sample 1) utilized more negative appeal, especially fear appeal, and delivered more action messages. Contrary to Sample 1, ads of Green-oriented agenda (Sample 2) significantly utilized more ”green” elements and more reminder messages in their works. Moreover, the symbolism of the ”green” reflected in selected appeal strategy, color plan and applied material. This implies that facing more severe environmental threat, the green-oriented statement seems no longer ”qualified” for today's environmental agenda.