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摘要
外文摘要
引文資料
題名:
雙關修辭的廣告與認知需求對廣告效果的影響
書刊名:
設計學報
作者:
林品章
/
楊朝明
作者(外文):
Lin, Pin-chang
/
Yang, Chao-ming
出版日期:
2008
卷期:
13:2
頁次:
頁31-50
主題關鍵詞:
雙關修辭
;
認知需求
;
廣告效果
;
廣告幽默
;
Pun
;
Need for cognition
;
Advertising effect
;
Advertising humor
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
7
) 博士論文(
2
) 專書(
1
) 專書論文(0)
排除自我引用:
7
共同引用:
14
點閱:77
雙關修辭具有幽默、風趣、新穎和言外之意的修辭效果,其廣告特性是將部分的資訊給予「鎖碼」,再由消費者進行「解碼」,這種雙向溝通的互動關係,消費者需要投入更多的注意力,廣告效果才會彰顯出來。本研究從文獻中作出三個研究假設,以3×2多因子混合設計的實驗方式,進行「雙關品質類型」和「認知需求程度」等兩個自變數的操控,來驗證研究假設並檢定對廣告效果的影響,整個實驗共有兩類商品、三個情境共六則測試的廣告,每個情境有50個受測者參與,總計測得有效樣本共150份(男76、女74),並以卡方檢定、多因子變異數分析,作為對應變數的考驗方法。研究最後,歸納四個主要的顯著結果:(1)雙關品質的差異會對廣告態度和品牌態度造成影響;(2)消費者內在認知需求的差異,會對雙關修辭的廣告效果造成影響;(3)雙關品質的提升,會增強高認知需求之消費者的廣告態度、品牌態度與購買意願;(4)雙關品質的提升,會減弱低認知需求之消費者的廣告態度與購買意願。雙關修辭的廣告,引用大多數消費者共有的生活情境、文化或相似的經驗,當成雙關廣告的題材,或用更豐富的廣告視覺圖像,來引導消費者建立「解謎」的成就感,亦傳遞廣告的幽默性,此舉有助於雙關修辭的廣告達到更佳的廣告效果。
以文找文
In rhetoric, a pun has the effect of humor and riddle. In advertising, it is to “encode” a part of information for consumers to “decode” the meaning behind it. This two-way communication requires more of consumers’ attention, so that the advertising effect can be more significant. Through a literature review, three hypotheses were proposed in this study. Using a 3x2 multi-factor mixed design, this study manipulated two independent variables, namely “pun quality type” and “level of need for cognition”, to verify the proposed hypotheses and their impacts on advertising effect. In the experiment, 2 products and 3 contexts were used to design 6 test advertisements. For each context, 50 subjects were involved. Finally, a total of 150 valid samples were obtained (76 males and 74 females). Chi-square test and multi-factor ANOVA analysis of variance were employed to test the dependent variables. Four major findings were concluded: (1) The difference in pun quality will influence advertising attitude and brand attitude; (2) The difference in consumer’s internal need for cognition will influence the advertising effect of advertisements using pun as a rhetoric device; (3) The improvement in pun quality will increase the advertising attitude, brand attitude, and purchase intention of consumers with a high need for cognition; (4) The improvement in pun quality will reduce the advertising attitude and purchase intention of consumers with a low need for cognition. In most advertisements using puns as a rhetoric device, the living context, culture, and similar experiences shared by the majority of consumers are usually used as the materials of puns in advertising or richer visual images to lead consumers to create the sense of achievement through “solving riddles” and deliver the humor of the advertisement. This approach can help advertisements achieve a better advertising effect.
以文找文
期刊論文
1.
Toncar, Mark、Munch, James(2001)。Consumer Responses to Tropes in Print Advertising。Journal of Advertising,30(1),55-65。
2.
Beerli, A.、Santana, J. D. M.(1999)。Design validation of an instrument for measuring advertising effectiveness in the printed media。Journal of Current Issues and Research in Advertising,21(2),11-30。
3.
Yus, F.(2003)。Humor and the search for relevance。Journal of Pragmatics,35(9),1295-1331。
4.
Mackenzie, S. B.、Lutz, R. Z.、Belch, G. E.(1986)。The role of attitude towards ad as mediator of advertising effectiveness: a test of competing explanations。Journal of Marketing Research,23(2),130-143。
5.
Leigh, J. H.(1994)。The use of figures of speech in print ad headlines。Journal of Advertising,23(2),17-33。
6.
McQuarrie, Edward F.、Mick, David Glen(2003)。Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising。The Journal of Consumer Research,29(4),579-587。
7.
Phillips, B. J.、McQuarrie, E. R.(2002)。The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954-1999。Journal of Advertising,31(4),1-13。
8.
van Mulken, M.、van Enschot, Dijr R.、Hoeken, H.(2005)。Puns, relevance and appreciation in advertisements。Journal of Pragmatics,37(5),707-721。
9.
Haugtvedt, Curtis P.、Petty, Richard E.(1992)。Personality and persuasion: Need for cognition moderates the persistence and resistance of attitude changes。Journal of Personality and Social Psychology,63(2),308-319。
10.
Wheeler, S. C.、Petty, R. E.、Bizer, G. Y.(2005)。Self-schema matching and attitude change: Situational and dispositional determinants of message elaboration。The Journal of Consumer Research,31(4),787-797。
11.
Batra, Rajeev、Stayman, Douglas M.(1990)。The role of mood in advertising effectiveness。Journal of Consumer Research,17(2),203-214。
12.
Cohen, A. R.、Stotland, E.、Wolfe, D. M.(1955)。An Experimental Investigation of Need for Cognition。Journal of Abnormal and Social Psychology,51,291-294。
13.
Vaughn, R.(1986)。How advertising works: A planning model revisited。Journal of Advertising Research,26,57-66。
14.
McQuarrie, Edward F.、Mick, David Glen(1999)。Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses。Journal of Consumer Research,26(1),37-54。
15.
Ha, L.(1996)。Observations: advertising clutter in consumer magazines:dimensions and effects。Journal of Advertising Research,36(4),76-84。
16.
McQuarrie, Edward F.、Mick, David Glen(1996)。Figures of rhetoric in advertising language。Journal of Consumer Research,22(4),424-438。
17.
Gardner, Meryl Paula(1985)。Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?。Journal of Marketing Research,22(2),192-198。
18.
Cacioppo, John T.、Petty, Richard E.、Kao, Chuan Feng(1984)。The Efficient Assessment of Need for Cognition。Journal of Personality Assessment,48(3),306-307。
19.
Zhang, Yong(1996)。Responses to Humorous Advertising: The Moderating Effect of Need for Cognition。Journal of Advertising,25(1),15-32。
20.
Levin, I. P.、Gaeth, G. J.(1988)。How consumers are affected by the framing of attribute information before and after consuming the product。Journal of Consumer Research,15(3),374-378。
21.
Cacioppo, John T.、Petty, Richard E.(1982)。The Need for Cognition。Journal of Personality and Social Psychology,42(1),116-131。
22.
Vaughn, Richard(1980)。How Advertising Works: A Planning Model。Journal of Advertising Research,20(5),27-33。
23.
MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。
24.
Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science,22(1),16-27。
25.
高泉豐(19940600)。認知需求的概念與測量。中華心理學刊,36(1),1-20。
延伸查詢
26.
Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing,25(6),59-62。
27.
Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。
28.
Zhang, Y.、Zinkhan, George M.(2006)。Responses to humorous ads: Does audience involvement matter?。Journal of Advertising,35(4),113-127。
29.
Tom, G.、Eves, A.(1999)。The use of rhetorical devices in advertising。Journal of Advertising Research,25(3),13-27。
30.
(2005)。Using stylistic properties of ad pictures to communication with consumers。The Journal of Consumer Research,32(1),29-40。
31.
Peraccio, L. A.、Meyers-Levy, Joan(2004)。Self-validation of cognition responses to advertisements。The Journal of Consumer Research,30(4),559-573。
32.
Norrick, N. R.(2003)。Issues in conversational joking。Journal of Pragmatics,35(9),1333-1359。
33.
Moore, D. J.、Harris, W. D.(1996)。Affect intensity and consumer's attitude toward high impact emotional advertising appeals。Journal of Advertising,25(2),37-50。
34.
Meyers-Levy, Joan、Malaviya, Prashant(1999)。Consumers's processing of persuasive advertisements: An integrative framework of persuasion theories。Journal of Marketing,63(4),45-60。
35.
Lippman, G. L.、Sucharski, I. L.、Bennington, K.(2001)。Contextual connections to puns in fables: Perceive humor。The Journal of General Psychology,128(2),157-169。
36.
Lippman, G. L.(2005)。Puns and near puns in fables。The Journal of General Psychology,132(3),243-254。
37.
Giora, R.(1999)。On the priority of salient meaning: Studies of literal and figurative language。Journal of Pragmatics,31(7),919-929。
圖書
1.
Schultz, D. E.、Martin, D.、Brown, W. P.(1984)。Strategic Advertising Campaigns。Strategic Advertising Campaigns。0:Crain Books, Division of Crain Communications, Inc.。
2.
Tanaka, K.(1994)。Advertising language: A pragmatic approach to advertisements in Britain and Japan。London:Routledge。
3.
Kotler, Philip(1995)。Marketing Management。Englewood Cliffs, N. J.。
4.
Nilsen, D. L. F.(1993)。Humor scholarship: A research bibliography。Humor scholarship: A research bibliography。Westport。
5.
Attardo, S.(1994)。Linguistic Theories of Humor。Linguistic Theories of Humor。New York。
6.
田中洋、丸岡吉人(1999)。新廣告心理學。新廣告心理學。臺北。
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