《職業棒球》雜誌廣告內容之分析

Content Analysis of Professional Baseball Magazine Advertisement

黃任閔(Jen-Min Huang) ； 黃維彬(Wei-Ping Huang)

《運動休閒管理學報》 3卷2期 (2006/12) Pp. 149-166

https://doi.org/10.6214/JSRM.200612_3(2).0008

摘要

雜誌位居四大傳統媒體的第三位，除了讀者接觸率外，廣告更是雜誌主要的生存命脈。媒體和廣告一向是「共生」的關係，廣告在行銷組合4P中，屬促銷項下重要的一環，更是廣告主與閱聽大眾溝通的最佳橋樑，九成的讀者會看雜誌廣告，六成五會仔細看有趣的廣告。本研究以內容分析法著重系統、客觀及定量的研究方式，統計並分析2005年4月第277期至2006年3月第288期之《職業棒球》雜誌內，共219則平面廣告的傳播內容。藉以瞭解目前《職業棒球》雜誌內的廣告內容訊息、廣告訴求、產品類別和呈現方式，並探討各期別及產品類別中，在廣告內容訊息、廣告訴求及呈現方式上有無顯著性的差異。
在整理與統計分析之後，從所得之研究結果，得到以下結論：
一、《職業棒球》雜誌每期平均出現18.25則廣告。從產品類別來看，以「運動休閒娛樂項」、「金融服務項」、「運動服飾配件項」為最多。
二、每則廣告平均出現之廣告內容訊息數量為3.72次，分別以「顧客諮詢服務」最多，其他依序是「可取得性」、「價格或價值」及「績效」。
三、廣告訴求方式，以產品為導向的理性訴求出現132次最多、以消費者導向的感性訴求有83次，道德訴求僅有4次為最少。
四、廣告標題訊息以「新聞型」、「品名及其他」及「好奇型」為最常出使用類型之前三位。
五、各期別的廣告於廣告內容訊息數量、廣告訴求、廣告版面篇幅及廣告重複程度等四種廣告內容變項上並無顯著的差別。但不同的產品類別在廣告呈現時，這四種廣告內容變項上皆有顯著的差異存在。
六、不同廣告訴求之廣告內容訊息數量的差異性檢定方面達到顯著性水準，顯示理性訴求的廣告內容訊息數量，明顯多於採取感性訴求的廣告。

關鍵字

職業棒球雜誌 ； 廣告 ； 內容分析法

並列摘要

The study adopted the content analysis method, focused on objective and quantitative research methods, made the statistical analysis of total 219 print advertisements between No.277 in April 2005 and No. 288 March 2006 of the ”Professional Baseball” in order to understand current advertising contents, advertisement appeals, categories and presentation style of the ”Professional Baseball”. Chi-squares test contingency tables was used to explore every periodicals and product categories and to find any significant differences of the information contents, advertisement appeals, advertising placement, repetition and presentation style.
The results are as follows:
1. There were average 18.25 pieces of advertisements in each periodical. Among the category of products, ”Sport entertainment”, ”Financial services” and ”Sport costumes outfit” appeared most frequency.
2. The average number of messages from advertising content was 3.72 times. The most was ”Customer Service”, the others were ”availability”, ”the price or value” and ”performance” by the order started from higher.
3. Advertising appeal style, the most was the rational appeals of a product-oriented appeared 132 times. The emotional appeals of a consumer-oriented appeared 83 times, only four times was moral aspirations.
4. Advertising messages with the title ”news-based”, ”brand and other” and ”curious” for the most commonly used types.
5. There were no significant differences in four advertisement variables including advertising information contents, advertising appeals, advertising placement and advertising repetition variables in every periodical. However, different product categories in advertising, the advertising content of these four variables, exist.
6. Different appeals of the advertising messages differences achieved remarkable level that showed rational appeals of the advertising message were clearly more than the sentimental aspiration advertising.

並列關鍵字

Professional Baseball Magazine ； advertisement ； content analysis method