動物圖像擬人化與產品之相關性廣告效果

Effects of Anthropomorphic Animal Images on Product Advertising

黃詩珮(Shy-Peih Huarng)

《設計學報》 25卷2期 (2020/06) Pp. 19-40

摘要

廣告中時常會運用動物圖像來吸引消費者，或運用擬人手法讓人類對動物的情感投射在廣告裡，促使產品有更好的印象。所以在本研究中針對動物圖像與擬人表現方式進行討論，將研究分為三階段：第一階段為現有動物圖像擬人廣告設計的表現形式調查，運用內容分析了解目前運用擬人設計慣用的元素；第二階段為產品與動物圖像相關性程度問卷調查，以確立產品與高低二種聯想程度的相關性；第三階為不同動物圖像擬人化廣告效果調查，透過階段一與階段二結果分析相關性程度與擬人化動物設計對廣告效果的影響性。研究發現市場上的動物擬人廣告設計偏好以「表情」、「肢體動作」、「生活場景」來直接表現產品，藉此達到動物模仿人類的效果。而在廣告效果中，高相關與低相關的動物圖像有顯著差異，高相關動物圖像能讓受測者對廣告有較好的愉快感受，認為觀看這幅廣告是有益的，也能提升產品喜好與接受度，並且也會有較高的購買意願。此外，擬人程度越高廣告態度與購買意願也越高，三者是具有相關性，擬人程度會影響受測者的喜好與購買。因此，本研究建議，在使用動物擬人化設計時，要先收集消費者對產品在動物圖像間的聯想性，確立具有高聯想的相關性後，再進行擬人化的元素表現，或是以人類口語的說話方式做為設計，藉此提升廣告態度與購買意願。

關鍵字

動物圖像 ； 擬人化 ； 相關性

並列摘要

Animal images in advertising are often used to attract consumers, or anthropomorphic techniques are adopted in advertising to get people to cast their emotion towards animals in order to give the products a better impression. Thus, this study discussed animal images and anthropomorphic expressions in three stages. In the first stage, a survey on the performance form of the existing animal image's anthropomorphic design was carried out with content analysis to understand the current use of the elements of the anthropomorphic design. In the second stage, a questionnaire of relevance between the product and animal image was conducted to establish the correlation between the product and the association with the correlation levels. In the third stage, the anthropomorphic advertising effects of different animal images were surveyed. Through the results of stages 1 and 2, the influences of the relevance and the anthropomorphic animal design on the advertising were explored. It is found that animal anthropomorphic advertising design in the market prefers to directly present products with ＂expressions＂, ＂limb movements＂, and ＂life scenes＂, thereby achieving the effect of animals mimicking humans. In advertising effects, there are significant differences in related animal images with high and low correlations. Highly relevant animal images can give the subject a good impression of advertising. It is beneficial for the audience to see such an advertisement, which can also enhance product preferences and acceptanc. In addition, the higher the anthropomorphic degree is, the higher the attitudes are towards advertising and the willingness to make a purchase. These three are related. The anthropomorphic degree in product advertising can affect the subjects' preferences and purchase intenstions. Therefore, this study suggests when using animal anthropomorphic design the associations consumers have between products and animal images should be first collected. After establishing a high correlation, they should perform the anthropomorphic elemental expression or design in a human spoken language to enhance the advertising attitude and purchase intention.

並列關鍵字

Animal Image ； Anthropomorphism ； Relevance

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