互動式公益廣告對閱聽人情緒反應與廣告效果影響之研究

The Influences of Interactive Advertisement on the Emotional Responses and Advertising Effectiveness

傅祥霖(Hsiang-Lin Fu)

指導教授 ： 許明潔

元智大學/資訊學院/資訊傳播學系/碩士(2012年)

摘要

數位互動藝術的發展，為最需要創意的公益廣告帶來機會。互動設計創造出一種新的互動美學與概念，將互動性由桌上電腦帶到實體世界，廣告所傳達的情感與訴求，透過雙向溝通模式，早已超越了視覺，閱聽人必須經由外顯的行為參與才能充分感受到。公益廣告隨著互動式廣告的發展與成熟，必將跨入相互結合的階段，展現出新的魅力。
本研究根據公益廣告的同理心反應中介模式為基礎，為發展完整的溝通模式，引用情緒反應四階段模型，並自行設計互動式公益廣告，透過實驗法，比較互動式公益廣告與傳統平面公益廣告對閱聽人情緒影響與廣告效果之差異。本研究針對某大學 EMBA 學生，採隨機方式將學生分為實驗組及對照組，分別施測，以比較兩者之效果差異。進一步探討「互動性」對於公益廣告閱聽人「同情心」、「同理心」、「廣告態度」、「觀念建立」與「行為意圖」的影響。從數位互動藝術的觀點出發，探討各構面對於「廣告效果」的影響力以及模式之修正。
實驗結果發現，互動式公益廣告在喚起閱聽人情緒反應（同情心、同理心）與廣告效果（廣告態度、觀念建立、行為意圖）皆優於傳統平面公益廣告。互動式公益廣告之「互動性」可以喚起閱聽人的同情心，進而引發同理心；互動性對廣告態度有直接影響，也透過同理心間接影響廣告態度。互動性對觀念建立的影響，是透過同情心、同理心與廣告態度的中介效果；互動性對行為意圖的影響，是透過同情心與廣告態度的中介效果。由以上結果可知，互動式公益廣告是透過喚起閱聽人的情緒反應或是在互動過程中提高的廣告態度來達到廣告效果。因此本研究建議公益廣告如能運用互動設計，使閱聽人投入到廣告建構的情境中，在廣告體驗過程中感受到愉悅和控制感，來吸引與打動閱聽人，將可產生理想的廣告效果。

關鍵字

公益廣告 ； 互動性 ； 數位互動藝術 ； 情緒反應 ； 廣告效果

並列摘要

The development of interactive digital art brings opportunities for public service advertisements (PSAs) which indeed need creativity. Interactive design creates a new aesthetic and concept of interaction, and takes the interaction from desktops to the physical world. Through two-way communication mode, the emotion and appeal which advertising conveys have gone beyond people’s vision. Audience can’t fully feel it until they take part in it with obvious acts. With the development and maturity of interactive advertising, PSAs will definitely step into a phrase of combination and express its new charm.
This study is abased on mediator pattern of empathy response about PSA; in addition, it helps develop a more complete communication model, the study applies the four-stage model of emotional responses, through experimentation, the study designs interactive PSA to compare the influences of interactive PSA with that of traditional PSA by evaluating the audience’s emotional responses and advertising effectiveness. The study’s subjects are EMBA students of a university. They were randomly divided into experimental group and control group, and measurements were applied to compare the effects of difference between the two groups. And further more, the study explores how "interactivity" of PSA influences audience’s "sympathy," "empathy," "attitude toward advertising," "concept building," and" behavioral intentions". From the perspective of digital interactive art, this study explores the advertising effectiveness in different aspects in order to refine its model.
The results shows that interactive PSA works more effectively than traditional PSA in invoking the audience’s emotional responses (sympathy, empathy) and then increase their influence (attitude toward advertising, concept building, and behavioral intentions). Interactive PSA can evoke the audience’s sympathy, which later leads to empathy. Audience’s attitude toward the ad is directly affected by interactivity, and also partially influenced through the evocation of empathy. The interactivity influences concept building through the mediators effect of sympathy, empathy; behavioral intentions is affected by the the mediators of attitude toward the ad and also sympathy. By the knowable from the foregoing, interactive PSA increases its effectiveness by evoking audience’s emotional responses or by elevating the attitude toward the ads. Therefore, this study suggests that PSAs can make good use of interactive design and put the audience into the setting of the advertisements; let them experience the pleasure and sense of control/empowerment so more audience will be attracted and it can also generate better.

並列關鍵字

Advertising effectiveness ； Public service advertising ； Interactivity ； Digital interactive art ； Emotional responses

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