廣告中的文化元素對廣告溝通效果的影響 -以台灣原住民文化元素為例

The Effect of Cultural Elements on Advertising Effectiveness -A Study of Taiwanese Aboriginal Cultural Elements

簡依萍(Yi-Ping Chien)

指導教授 ： 黃文星 ； 徐碧霙

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2012年)

摘要

具有文化元素的廣告受到廣告行銷業者的青睞,文化元素的使用在當 今已成為一熱門現象。但是,具有文化元素的廣告效果至今尚未有完整的研究。因此,本研究主旨在於探究文化元素對廣告效果的影響, 以及種族認同高低對文化元素廣告的影響。本研究採實驗設計,並使 用自行設計的平面廣告,以符合研究目的。受訪者為371位台灣人, 分為原住民和非原住民兩大群體。為提高問卷的信度及效度,問項均 改編自先前研究者的問項;結果顯示,文化元素的使用並未能保證廣 告效果,但是在受訪者的種族認同高低部份,高種族認同原住民的廣 告效果高於低種族認同原住民。而在受訪者的其他描述性統計部份, 受訪者的年齡和收入也會對廣告效果產生影響。

關鍵字

廣告效果 ； 文化元素 ； 台灣原住民 ； 種族認同 ； 阿美族

並列摘要

Advertisements with cultural elements have gained the marketers’ and
advertisers’ attention, and have become a new phenomenon among the advertising industry. However, the advertising effectiveness of the advertisements with cultural elements is not yet examined enough. The aim of the study is to examine if cultural elements have an effect on advertising effectiveness. The strength of ethnic identity was explored as well. A 2 X 2 experimental design was applied, using print ads created for the purpose of the study. Three hundred seventy-one participants including Taiwanese aborigines and non-aborigines were recruited to complete a questionnaire adapted from previous studies. Results provided implications for advertisers and marketers that cultural elements did not guarantee advertising effectiveness, but strong ethnic identifiers did have higher advertising effectiveness than weak ethnic identifiers. Some viewers’ characteristics such as age and income did moderate the result of advertising effectiveness.

並列關鍵字

Amis ； cultural elements ； Taiwan aborigines ； ethnic identity ； advertising effectiveness

參考文獻

Huang, W. -H., & Chen, Y. -K. (2009). The effect study of the cultural elements

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