近年來，由於廣告量日益增加，使用傳統塑造消費者對品牌的態度已經無法滿足 廣告主的需求，所以激起消費者對廣告訊息及產品的情感，最近已被認為是用來做為改變消 費者態度及促進購買的有效工具。本研究之主要目的在探討：(1) 找尋不同廣告訴求在廣告 內容、情感反應、廣告態度及廣告說服力等構面因素之差異性 (包括：恐懼訴求、幽默訴求 及性訴求 )；(2) 衡量廣告訴求與情感變項間關係；(3) 驗證各構面因素間互動關係。透過 各種資料搜集與分析之過程， 本研究結果顯示 (1) 恐懼訴求在營造理性思考氣氛及激起消 費者負向和中性情感上，將明顯優於幽默訴求及性訴求。恐懼訴求在塑造消費者對廣告之瞭 解與評價方面也會高於其他兩種訴求；(2) 幽默訴求在營造感性思考氣氛、傳遞品牌訊息及 激起消費者正向情感上，將明顯優於恐懼訴求及性訴求；(3) 性訴求在感官刺激訊息的傳遞 與激起消費者正向愉悅的情感上，會高於恐懼訴求與幽默訴求；(4) 但是在對廣告的態度及 廣告說服力上，性訴求在塑造消費者對廣告的情感態度方面及廣告說服力上，都將次於幽默 訴求，表示在消費者的印象中，性訴求較容易激起消費者正向的情感，但對消費者的說服程 度上則反而不如幽默訴求。

　　　　　In recent years, due to the tremendous increase of mass communication and the severe competition of message exposures, conventional communication patterns may not be appropriate. Consequently, how to elicit consumers' emotional responses has been regarded as one of the most effective tools to change consumers' attitude and to enhance buying. The purposes of this study are (1) to evaluate the differences on message content, emotional responses, attitude toward the ads, and advertising effectiveness among fear, humor and sex appeals, (2) to investigate the relationships between different advertising appeals and emotional arousals, and (3) to verify the interrelationships among relevant research variables and factors for message content, emotional arousals, and advertising effectiveness. Through a series of data collection and analysis, this study concludes the following results: (1) compare to humor and sex appeals, fear appeals may be more powerful on creating rational responses. Fear appeals tend to be more effective on enhancing consumer comprehension and evaluation of the products. (2) Humor appeals may be more effective on creating emotional affects, delivering brand message, and eliciting positive emotional response. (3) Sex appeals may be more powerful on creating affective message and eliciting consumers' attitude toward the ads. (4) Message effectiveness for sex appeals seem to be inferior to that of humor appeals.