恐怖電影推廣策略之預告呈現元素與保護框架對觀眾情緒與觀影意願之影響

Effects of Trailer Elements and Protective Frames of Horror Film Promotion Strategies on Audiences' Emotions and Intention to Watch the Films

周軒逸(Hsuan-Yi Chou) ； 許雅婷(Ya-Ting Hsu)

《商略學報》 10卷4期 (2018/12) Pp. 263-284

https://doi.org/10.3966/207321472018121004002

摘要

本研究檢視恐怖電影預告中的視聽覺元素如何營造恐懼感，以及觀眾的保護框架如何干擾恐懼感、預期觀影愉悅、觀影意願之關係，並區分其來源為自動設置（恐懼應對反應）和人工設置（場景貼近程度）。二個實驗發現：(1)快（vs.慢）節奏的配樂會引發較強烈的恐懼感；(2)快節奏配樂時，恐懼來源與劇中角色的空間距離較近（vs.遠），會提升恐懼感；(3)恐懼感、預期愉悅、觀影意願的關係受到保護框架干擾，高度框架者，其恐懼感透遍提升預期愉悅而增加觀影意願，低度框架者則為貟向影響；(4)恐懼追求者的恐懼感可直接提升觀影意願，而趨避者則透遍降低預期愉悅而減少觀影意願；(5)場景貼近程度可用來設置人工保護框架，低貼近場景會弱化恐懼趨避者恐懼感的貟向效果。

關鍵字

恐怖電影預告片 ； 恐懼感 ； 空間接近性 ； 配樂節奏 ； 保護框架

並列摘要

This study investigated how the visual and auditory elements in horror film trailers affected audiences' fear levels and examined whether the sequential relationship between audiences' fear levels, expected pleasure to watch the film, and the intention of watching the film was moderated by audiences' protective frames. The sources of protective frames were classified into being automatically set (audiences' approach or avoidance tendencies toward fear) and artificially set (the degree of trailer scenes close to ordinary people's lives). The main findings of the two experiments are as follows: (1) Fast (vs. slow) tempo background music elicited a higher fear level. (2) When the music tempo was fast and the distance between the source of horror (i.e., the ghost) and those frightened by it (i.e., the movie character) was proximal (vs. far), the audience felt greater fear. (3) Protective frame moderated the relationship among fear, expected pleasure, and intention to watch the film. For audiences with high protective frames, the indirect effect of fear on intentio n to watch the film through expected pleasure was positive, while for the low protective frames audience, the indirect effect was negative. (4) The fear level of fear-approaching audiences had a direct positive impact on intention to watch the film, whereas that of fear-avoiding audiences indirectly decreased the intention to watch the film through lowering expected pleasure. (5) The degree of trailer scenes close to ordinary people's lives affected the setting of an artificial protective frame. In fear-avoiding audiences, scenes with low closeness to life weakened the negative effects of fear.

並列關鍵字

Horror Film Trailers ； Fear ； Spatial Proximity ； Background Music Tempo ； Protective Frame

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