廣告標語與廣告訴求對廣告效果之研究

The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness

姜君怡(Chun-Yi Jiang)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.02399

摘要

在日常生活中，充滿了各種類型的廣告標語，根據前人之研究，廣告標語是一個非常重要且普遍的行銷技術，並且對廣告效果有相當的影響，但是卻沒有人研究「廣告標語類型」這個變數對廣告效果之影響；同時，「廣告訴求類型」也一直是影響廣告效果的重要變數之一。因此，本研究利用3（廣告標語類型：直述句、疑問句、驚嘆句）×2（廣告訴求類型：理性訴求與感性訴求）的受測者間設計，分別以廣告回憶、廣告態度、產品態度與購買意願等四個構面來探討「廣告標語類型」與「廣告訴求類型」這兩個自變數對於廣告效果之影響。
本研究是利用手機的平面廣告來進行實驗，實驗的對象是台灣大學日間部的大學生，共回收兩百四十四份有效問卷。根據本研究之分析結果，可以得到以下發現：
一、 使用直述句之廣告標語會產生較佳的廣告回憶效果。
二、 使用疑問句之廣告標語可以產生較佳之廣告態度。
三、 在廣告訴求方面，使用理性訴求會比感性訴求產生較佳之廣告回憶效果、形成較佳之廣告態度。
四、 在購買意願以及交互作用方面，本研究沒有發現顯著之影響。
根據本研究之結果，不同類型的廣告標語與不同類型之廣告訴求的確會造成不同之廣告效果，但本研究並沒有發現廣告標語與廣告訴求之交互作用，因此建議行銷人員在設計廣告時，可以將這兩項變數分別考慮，以達到最佳的廣告效果。

關鍵字

廣告標語 ； 廣告訴求 ； 廣告效果

並列摘要

In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measure the advertising effectiveness including advertising recalls, attitude toward advertisement, attitude toward product, and purchase intention. Experiment stimulus was a print advertisement of cellular phone. Two hundred and forty-four college students in NTU participated in the experiment. The major findings are:
1. Declarative slogan led to greater advertising recall.
2. Interrogative slogan led to better attitude toward advertisement.
3. Rational appeal led to greater recall and attitude toward advertisement.
4. No significant effect was found on purchase intention.

Since there is no interaction between types of advertising slogans and appeals, it is suggested that marketing practitioners may consider these two factors separately when making advertising decisions.

並列關鍵字

advertising effectiveness ； advertising appeals ； advertising slogans

參考文獻

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