不同受測者對全漢文與漢羅文台語廣告標題之意象認知差異研究

本研究主要探討不同受測者對於全漢文與漢羅文台語廣告標題之意象認知情形。研究中以二因子變異數分析比較不同類群人員對不同台語文字類型之廣告標題意象的認知差異。經統計分析結果發現：不同受測者與不同文字類型的交互效果考驗中，除住家地區變項未達顯著水準、性別變項(F(下標 (1,76))=6.767)僅達微弱顯著水準外，其他三變項（自身族群F(下標 (3,152))=28.271、台語能力F(下標 (3,152))=44.871、台語傾向F(下標 (2,114))=34.638）則均達相當顯著水準，且組內間分別與該二種文字類型之台語廣告標題的單純主要效果分析，亦多具顯著差異存在，表示受測者間變項與不同文字類型台語廣告標題的關係甚具意義。最後，本文就研究結果提出數點結論與建議，希冀供廣告或設計相關人員參考改進。

關鍵字

全漢文；漢羅文；台語廣告標題；意象認知

並列摘要

This research is exploring mainly the image recognition of All Chinese characters and Chinese/Roman characters' Taiwanese Ad. headline. In this research, we explore the inclination of image recognition of different Taiwanese characters Ad. headline to different group of people with two-way analysis of variance (two-way ANOVA). The result of this research through statistic analysis is: in the cross effect test of different characters to different testers, except the variance of residential quarters didn't reach to the level, and only sex variance (F(subscript (1,76))=6.767) reached less marked level, other three variances (self-group F(subscript (3,152))=28.271, ability of Taiwanese F(subscript (3,152))=44.871, inclination of Taiwanese F(subscript (2,114))=34.638), total reached very marked level, and there is a obvious difference existed for simple main effect analysis of two kinds of characters' Taiwanese Ad. headline with the team separately. That is much meaning in the relationship between testers variance and different type's Taiwanese Ad. headline. Finally, this text gives the conclusion and suggestion in accordance with the result of the research, and sincerely hopes it'll be more helpful for the reference and improvement to concerned advertisers or designers.