政府好性感、民眾很有感?—政宣新聞報導的性訴求程度對政府行銷效果之影響

新聞感官主義的寫作手法在臺灣廣受新聞媒體喜愛，當政府請來性感模特兒為政策代言，性訴求的圖像與文字也成為政宣報導的重要素材。性訴求政宣新聞因此再現甚至延伸了政府以性為訴求的行銷手法，成為政府行銷宣傳的一環。本研究目的係探討政宣新聞報導的性訴求程度對政府行銷效果之影響，並探究政策的類型、民眾的性別及其性態度等，是否會對行銷效果產生干擾。本研究根據商業廣告相關文獻提出假設，並以實驗法檢證之。研究結果顯示，政宣報導的性訴求程度，確實會影響行銷效果，並且，性訴求低的政宣報導，其行銷效果優於性訴求高的政宣報導。政宣報導的性訴求程度對行銷效果的影響，會受到受測者的性別調節，並且，對男性而言，政宣報導的性訴求程度高低對行銷效果無顯著影響，然而對女性而言，政宣報導的性訴求程度越高，行銷效果越差。政宣報導的性訴求程度對行銷效果的影響，則不會受政策類型或受測者的性態度調節。根據本研究的實驗結果，當政府使用新聞作為行銷溝通管道，如果希冀達到良好行銷效果，則不宜採用高性訴求行銷手法。另外，無論政策是否與「性」有關，都不宜使用性訴求高的政宣報導。再者，當政府欲針對女性而行銷政策，尤不宜使用性訴求高的政宣報導。最後，即使針對性態度「開放」的民眾行銷政策，在使用政宣報導作為行銷的溝通媒介時，仍不宜使用性訴求程度高的政宣報導。

關鍵字

行銷效果；性訴求；政府行銷；新聞報導

並列摘要

The use of sexy female models to promote policy is prevalent in Taiwan, often even though the policy being promoted has no relation to sex or sexuality. The use of sex in advertisement has generally been considered effective, but in the public sector its effects remained unknown. The purpose of this study was to examine if using sexually oriented appeals in policy news could affect attitude towards the news, the particular policy, and the government itself. Four experiments were conducted where university student participants filled out questionnaires featuring policy news, rewritten from real news, to fit experimental purposes. In the first experiment, two print news reports were used, one with sexual referents: an article that reads sexual adjectives describing a picture of sexy female models, and the other without sexual appeal. The findings indicate that news report without sexual appeal received relatively positive effectiveness. A number of factors were then added to ensuing experiments, including gender of participants, the policy being promoted, and participant’s sexual attitudes. Results showed that policy’s relation to sex did not affect effectiveness, nor did sexual attitudes, but gender does serve as a moderator. For female participants, sexy news generated a more negative attitude than did non-sexual news, while for male participants, there was no difference between attitudes toward the two reports. On the basis of these findings, advice for Taiwanese government’s marketing strategy is offered, as are suggestions for future studies.