本研究分別採用「成人奶粉廣告」和「戒菸廣告」進行實驗，探討不同訊息陳述方式（正面／負面）、廣告訴求對象（自己／他人）與涉入程度（高涉入／低涉入）對廣告效果之影響。本研究主要的研究結果如下：（1）在成人奶粉廣告中，不論廣告訴求對象是自己或他人，在高涉入的情況下，負面訊息陳述的廣告效果顯著優於使用正面訊息陳述的廣告效果，但是在低涉入的情況下，結果是相反的。（2）在戒菸廣告中，當廣告訴求對象是自己時，在高涉入的情況下，負面訊息陳述的廣告效果顯著優於正面訊息陳述的廣告效果，但是在低涉入的情況下，結果亦是相反的；當廣告訴求對象為他人時，不論在、高低涉入的情況下使用正面或負面訊息陳述的廣告效果均無顯著差異。

In this study, we separately used adult milk powder and stopping smoking advertisements to investigate the impact of message framing, appeal characters and involvement on advertising effectiveness. The major findings were as followed: First, in the adult milk powder advertisement, no matter appealing to the self or others, negatively framed message were more effective than positively framed messages under high involvement conditions, but reverse outcomes had been obtained under low involvement conditions. Secondly, in the stopping smoking advertisement, when appealing to the self, advertising effectiveness was greater when the messages were framed negatively than when they were framed positively under high involvement conditions, but reverse outcomes had been obtained under low involvement conditions, too. Besides, when appealing to the others, advertising effectiveness wasn't significantly different no matter under high or low involvement condition.