瘦身廣告的第三人效果

The Third Person Effect of Slimming Advertisement

林美雅(Mei-Ya Lin) ； 向倩儀(Chien-Yi Chiang) ； 蔡維鴻(Wei-Hung Tsai)

《中華傳播學刊》 7期 (2005/06) Pp. 227-253

https://doi.org/10.6195/cjcr.2005.07.10

摘要

過去有關瘦身廣告的研究，多半聚焦在女體形象與迷思的建構，而本研究所欲探討的是瘦身廣告是否會造成認知上的第三人效果。本研究以t檢定與階層迴歸分析進行假設驗證。研究結果顯示，第三人效果研究亦適用在瘦身廣告上，且社會距離的假設在女性身上並不成立：不但男女都認為瘦身廣告對女性影響較大，且女性比男性更傾向認為瘦身廣告對女性會產生較大的影響，推翻了社會距離的假設，這是本研究最重要的發現。此外，研究結果也顯示，涉入感是有效預測第三人效果的變項，並會產生所謂的「顛倒第三人效果」，是本研究有趣的發現。

關鍵字

身體意象 ； 社會距離 ； 社會壓力 ； 涉入感 ； 第三人效果 ； 瘦身廣告

並列摘要

Previous researches of slimming advertising are mainly focused on the construction of female body images and myths. This research focuses instead on the examination of slimming advertising. This research concludes that the third person effect is suitable for the research of slimming advertising.
”The social distance hypothesis” proposed in this research is not supported by the evidence shown in the survey result. The result shows that not only men are more likely to think that slimming advertisement has produced greater effects on their female counterparts, but women are also having the same thoughts, even more so.
This research has made an interesting finding by pointing out that the degree of involvement in certain conditions may lead to ”reversed third person effect”.

並列關鍵字

body image ； involvement ； the third person effect ； slimming advertisement ； social distance ； social pressure

參考文獻

Cash, T. F.(1997).Gender attitudes, feminist identity, and body images among college women.Sex Role.36,433-447.

Chapkis, W.(1986).Beauty secrets.London:The Women's Press.

Cohen, J.,Mutz, D. C.,Price, V.,Gunther, A.(1988).Perceived impact of defamation: An experiment on third-person effect.Public Opinion Quarterly.52,161-173.

Creedon, P.(1993).Women in mass communication (2nd ed.).Newbury Park:Sage.

Davison, W. P.(1983).The third-person effect in communication.Public Opinion Quarterly.40,1-15.