消費品廣告設計之情緒效價與喚起分析

Emotional Valence and Arousal Analysis of Consumer Goods Advertising Design

王韋堯(Regina W. Y. Wang) ； 黃詩珮(Shy-Peih Huarng) ； 劉怡寧(I-Ning Liu)

《設計學報》 17卷3期 (2012/09) Pp. 45-67

https://doi.org/10.6381/JD.201209.0045

摘要

若廣告能引起消費者的注意力，並喚起消費者的情緒，將成為增強廣告效果的強大工具。本研究透過市場調查與腦波、情緒維度問卷調查，欲瞭解現階段感性廣告圖文情感設計的趨勢，以及消費者在「腦波」與「情緒維度」問卷反應上是否具有差異性。本研究有市場對查與「腦波」與「情緒維度」正式實驗二階段，其結果顯示：在市面上，得獎平面廣告在圖文情感設計上偏向正情緒的圖文設計，並且都能喚起受測者的情緒反應，而負情感的圖文設計則能讓受測者有較強烈的情緒反應。而在腦波與情緒維度問卷的差異上，「消費品涉入度」具有差異，「圖文情感程度」則無。本研究推論此差異性的原因，可能是來自於經驗上的判斷，一般受測者在進行認知問卷的填寫時，會將過往的知識與經驗聯結在一起以產生認知上的判斷，所以受測者對於熟悉性高涉入度低的「便利品」可能會有較高的情緒反應，但是在生理反應裡卻會對於陌生較不熟悉高涉入度高的「特殊品」產生較高的情緒反應。

關鍵字

消費品廣告 ； 情緒維度 ； 消費品涉入度

並列摘要

If advertising can draw consumers' attention and arouse consumers' emotion, it will become the strong tool to reinforce advertising effectiveness. By market survey, brain waves and emotion dimension questionnaire survey, this study aims to recognize current trend of graphic design of emotional advertising and consumers' different reactions toward ”brain waves” and ”emotion dimension” questionnaires. It includes market survey and formal experiment of ”brain waves” and ”emotion dimension”. The outcome demonstrates that in the market, emotional graphic design of awarded printed advertising refers to positive emotion and it can arouse the subjects' emotional reaction. Graphic design with negative emotion tends to lead to the subjects' stronger emotional reaction. Regarding the difference in brain waves and emotion dimension questionnaires, ”consumer goods involvement” reveals difference whereas ”graphic emotion degree” does not. The reason can be in the subject's experiential judgment. When filling in the questionnaires, most of the subjects would connect past knowledge with experience to make cognitive judgments. Therefore, they could have more significant emotional reaction toward ”convenience goods” with high familiarity and low involvement. However, regarding physical reaction, they would reveal higher emotional reaction toward ”special goods” with low familiarity and high involvement.

並列關鍵字

Product Advertising ； Emotion Dimension ； Consumer Goods Involvement

參考文獻

An, D.(2007).Advertising visuals in global brands' local websites: A six-country comparison.International Journal of Advertising.26(3),303-332.

Baer, J.,Kaufman, J. C.,Gentile, C. A.(2004).Extension of the consensual assessment technique to nonparallel creative products.Creativity Research Journal.16(1),113-17.

吳真偉譯Belch, G. E.、Belch, M. A.(2006)。廣告與促銷。台北=Taipei:台灣西書=Western books in Taiwan。

Carretié, L.,Hinojosa, J. A.,Albert, J.,Mercado, F.(2006).Neural response to sustained affective visual stimulation using an indirect task.Experimental Brain Research.174(4),630-637.

Carretié, L.,Martín-Loeches, M.,Hinojosa, J. A.,Mercado, F.(2001).Emotion and attention interaction studied through event-related potentials.Journal of Cognitive Neuroscience.13(8),1109-1128.