- 學位論文
廣告代言人與肢體語言美學相關性之研究
A Study on Relationship between Advertising Spokesman and Body Language Esthetics
摘要
在全球化的趨勢下，推廣式的廣告是最常見的廣告型態之ㄧ，其中大部分的廣告都是以選用廣告代言人來宣傳品牌。有些品牌為要推廣國際形像，邀請國際名人代言為其新產品做宣傳促銷。因此，世界各國有名企業爭相不惜血本，開天價請名人代言，如Lancome(蘭蔻)在2010年為了發表全新的睫毛膏，邀請好萊塢肢體語言豐富的鳳凰女金金像獎影后Julia Roberts(茱莉亞．羅勃茲)擔任其國際代言人，成功地推銷所代言的商品。所以，在全球不景氣之下，商品代言模特兒的肢體語言對廣告業者更加重要。根據文獻研究及專家學者的意見，本研究對模特兒肢體語言的問卷設計共分為四大主題：(1)廣告代言人 (2)肢體語言美學 (3)商品廣告代言人 (4)人體工學。為了深度了解廣告代言人與肢體語言的美學相關性，四大主題再細分為十三部分。研究對象800人，回收有效問卷共有655份。這些問卷透過統計分析、樞紐分析、交叉分析、敘述性統計分析、Cronbach α信度分析、單因子變異數分析(ANOVA)以及獨立樣本t-檢定，發現(1)廣告代言人的吸引力來自美貌有顯著影響。(2)廣告代言人廣告代言人肢體專業性與廣告代言人吸引力是有差異的。(3)廣告代言人的肢體美學與人體工學有顯著影響性。(4)廣告代言人肢體美學與口語推薦產品傳播成正相關。本研究將提供準則作為選擇非語言廣告代言人傳播行為準則之參考。
並列摘要
Under the trend of globalization, promotional advertising is one of the most common advertisements. Most of the promotional advertisings hire advertising spokesperson to promote their brands. In order to promote international image, some of the brand companies will invite famous international celebrities to publicize their new products. Thus, many enterprises around the world spend costly in inviting the celebrities to be their product spokespersons. Lancome is a good example here. In 2010, in order to promote its new product of mascara, Lancome invited Julia Roberts, the winner of the best actress of Academy Award, to be their international spokeswoman, who successfully publicized their new product. Therefore, the body language of the product spokesperson is very important, especially during the time of economy depression. Based on literature review and expert opinion, this research focuses on four main subjects: 1)Advertising Spokesperson 2)Body Language Aesthetics 3)Product promotional Spokesperson 4)Ergonomics. In order to know more about the correlation of Advertising Spokesperson and Body Language Aesthetics, the four main subjects are divided into 13 parts. A total of 800 questionnaires were distributed in this work. Among them, 655 are useful. Those questionnaires are analyzed by statistical snalysis, pivot snalysis, cross analysis, descriptive statistics analysis, Cronbach α reliability analysis, ANOVA analysis and independent sample t-test. From the analysis, we discover that 1) The attractiveness of advertising spokesman from beauty is significant. 2) There is differentiation between the professionalism of body language and the attractiveness of advertising spokesperson. 3) The influence of the body language of the spokesperson in ergonomics is significant. 4) The relationship of the body language of advertising spokesperson is proportional to the orally product promotion. This research provides a reference to the promotion advertising of non-oral spokesperson.