- 學位論文
護膚品牌遊戲廣告中品牌態度對跨文化之影響
Playing With Beauty: Cross-Cultural Study on Brand Attitudes in Skincare Advergames
摘要
近年來，廣告傳播已經成為一項日益艱鉅的任務，因為在各種廣告媒體下對於廣告客戶來說，廣告宣傳變得非常雜亂，所以像互動式的遊戲廣告就是為了防止消費者迴避廣告。本研究著重於消費者的認知反應和品牌態度，對不同類型的廣告遊戲及文化背景的影響。由聯想、說明、示範，並結合遊戲廣告的形式，透過創意團隊共同開發完成的廣告遊戲，並由菲律賓與臺灣兩組不同的女性受訪者來做施測。結果明顯的發現，文化背景確實會影響消費者的認知反應與品牌態度，當廣告遊戲的設計是據其個別地區，不同文化背景之客戶需求所創作的廣告遊戲，遊戲中包含：品牌訊息的放置較多互動性以及豐富的媒體設計；所以當廣告遊戲只有標準化的設計時，就不會有顯著的影響。研究結果有助於，品牌定位的行銷策略，以及未來廣告遊戲和互動式廣告宣傳的發展。
並列摘要
In recent years, advertising communication has become an increasingly difficult task for advertisers in various media because of advertising clutter. Because of this, interactive forms of advertisements such as advergames emerged in order to prevent consumers’ ad avoidance. This research focuses on the effects cultural context on the consumers’ cognitive responses and brand attitudes toward different advergame types. Associative, illustrative, demonstrative, and combinative advergames were developed by out creative team and was shown to two groups of female respondents from the Philippines and Taiwan. Results highlight that the cultural contexts and backgrounds can affect cognitive responses and brand attitudes when the advergame is non-standardized (demonstrative and combinative advergames), contains prominent brand placement, high interactivity, and high media richness. However, cultural contexts and backgrounds did not affect responses when standardized (associative and combinative advergames) advertisements were involved. Results from this research highlight points that could be utilized for location-based marketing strategies, as well as future advergame and interactive advertising development.