本研究是探討產品類別對廣告語言、廣告代言人及廣告風格是否會有影響,並進一步探討廣告風格與廣告語言、廣告代言人與廣告語言是否存在著相關性。並進一步檢驗語言是否能成為產品市場定位的工具。本研究錄製2012年1月2日至2012年1月6日民視、三立台灣台、中視、東森新聞台、TVBS-N共五個頻道,晚間七點至九點所播出的所有廣告為本研究的樣本。樣本總計為1236則,扣除重複的廣告為416則。 本研究結論所得如下: 1.國語、台語、無聲與產品類別有顯著關係 2.代言人與產品類別之間有顯著關係 3.對話方式、場景與產品類別之間有顯著關係 4.廣告語言與代言人之間會互相影響 5.廣告語言與廣告風格之間會互相影響
The purpose of this study is to find out if the product category is influenced by advertising language, advertisers, and advertising style, also, to find out if the relationship between advertising style, advertising language, and advertisers exist. Furthermore, the study would examine how language can become a tool for product positioning in the market. The study encompasses analyzing of advertisements recorded from January 2, 2012 to January 6, 2012 every night starting 7 o’clock to 9 o’clock from channels FTV, SET, CTV, ETTV, and TVBS-N. The sample collected totaled 1236, after removing the duplicates, the sample totaled 416. The conclusions of the research are as follows: 1.Language and product category are significantly correlated. 2.Advertisers and product category are significantly correlated. 3.Advertising style and product category are significantly correlated. 4.Advertising language and advertisers influence each other. 5.Advertising language and advertising style influence each other.