抗性產品之廣告與說服效果之間的關係研究

A Study of Relationships among Advertisement and Persuasive Effects of the Resisted Product

張玉成 ； 張瀞文

《圖文傳播藝術學報》 2014 (2014/05) Pp. 788-820

摘要

在資訊爆炸的時代，人們每天接觸到的資訊越來越多，導致消費者發展出對於廣告資訊的初始抗拒，當他們意識到自己正在被說服時便會啟動廣告基膜，並使廣告說服人的能力大大的降低，要如何在不知不覺間進入廣告劇情中並說服他們是現今的廣告需要克服的困難。本實驗選用了教會義工作為消費者初始抗拒較高的服務產品，並採取Green&Brock(2000)的敘事轉換理論進行說服，藉由說故事的方式降低說服的強度何消費者的抗拒，在廣告表現手法上加入動畫版與真人版的變因，期待受測者進入故事劇情後產生角色移轉效果並改變對產品的態度，同時去看哪種表現型式較能吸引進入故事劇情中。結果顯示受測者對於產品及廣告的態度可以藉由敘事中產生的角色移轉程度來提升，而角色移轉程度又受到受測者本身的認知需求程度和觀看影片的表現手法影響，認知需求程度高的人（較喜愛思考的人）在動畫與真人兩種表現手法上較沒有太大的差別，證明敘事轉換的說服方式要成功需要閱聽者對於廣告有一定的專注力並去思考，所以認知需求程度低的人較難被此種廣告說服，但實驗也得知低認知需求的人觀看動畫廣告後一樣也達到了較高的角色移轉並影響了廣告和產品態度，由此可知，動畫的表現形式可以使閱聽者提升專注力並幫助廣告的說服。

關鍵字

初始抗拒 ； 敘事轉換 ； 角色移轉 ； 認知需求 ； 廣告抗拒 ； 動畫廣告

並列摘要

We live in a world that information appears so quick, people receive much more new information everyday than the past. It makes consumers develop a schema of their own, when they realize that they're under persuasion, it automatically triggers the schema of advertising and make advertisement hard to persuade them. How to lead people to persuasion without letting them know is an obstacle advertising is facing. We choose the volunteer of church to represent the product(or service) that people often resist easily. And to reduce the resistance of consumers, we used narrative transportation(Green & Brock 2000) to lead them into persuasion by telling stories. We also put two different forms of expression in the experiment(animation and real actor), to see if this helps to draw consumers into the story and transport them into the characters which leads to improve their attitude toward the product or service. Results came out that the role of transportation was the main reason of the attitude changing, when one is more transported into the character, the more they will be persuade; And the role of transportation is influenced by one's need for cognition, if one is more into thinking, it is more possible to be transport into the story. This proved that narrative transportion is more affective to those who have higher need for congnition. To be transported, you must frist watch the video with certain concentration. However, it also appears that people who have low need for cognition can be transport when they watch the same video in animation version. Animation can also help people to concentrate on the video and influence attitude changing in a certain level.