安全的性？安全的健康宣導廣告？－－愛滋病防治訊息設計實驗

Abstract

本研究旨在探討愛滋病防治廣告中使用不同的情感訴求、提供行動呼籲與否以及不同代言人的使用，是否會對受眾的訊息接受程度產生影響，包括注意程度、喜愛程度、對訊息的正確記憶量、對廣告訊息重要性、可信度與說服力等評估、以及使用保險套的行動意願等五個層次。本研究採用２（情感訴求）×２（行動呼籲訴求）×３（代言人）的三因子實驗設計，共招募346名18－25歲的受試者參與正式實驗。根據實驗結果，三種廣告訴求對受眾接受度的影響各有所不同，而這些效果似乎又可以從閱聽人資訊處理不同的階段來區分。情感訴求的效應多發生在資訊處理的前面階段，包括注意力、喜愛與短期記憶，其中正面幽默的訴求能增進受眾對訊息的喜愛，負面恐懼的訴求有引發受眾較多注意力的傾向，亦可使受眾記得較多正確的廣告內容，並增進其對廣告議題的正面評估，認為訊息內容是重要、可採信與具說服力的。行動呼籲訴求使用的效力則約略發生在資訊處理的中間階段，包括對訊息內容的記憶與評估，在提供行動呼籲訴求的廣告中，本研究的受試者傾向於記得較多正確的資訊，亦對訊息有較正面的評估。廣告中使用何種代言人的效果則無法獨立觀察，必須與其他的訴求搭配以產生相加相乘的效應；若各訴求搭配得當，其交互作用可發揮至行為意願的階段，即可有效增加受眾使用保險套的意願。本研究最後提出研究限制與檢討，並對宣導訊息設計的研究與實務提出建議。

This study aims to investigate the impact of message appeals of AIDS public service announcements (PSAs) on audience reception. The study in particular is interested in exploring how the use of the following three types of appeals influence audience`s attention, liking, recall, ad evaluation and behavioral intention regarding the use of condoms in preventing AIDS: (1) affective appeals (positive vs. negative); (2) incentives or solutions provided in the contents; and (3) spokesperson factor (use of celebrity, peer or no use at all). A 2 (affect)x 2 (solution) x 3 (spokesperson) experimental design was conducted. The study recruited 346 subjects aged 18-25 to participate in the experiment. Results of the study showed that the main effects of affect occurred mostly in the initial stage of the audience`s information processing of PSAs, including attention, liking and recall. The main effects of solutions or incentives provided in the PSAs occurred approximately in the mid-stage of information processing, such as recall and ad evaluations. The use of spokespersons in the PSAs yielded no significant main effects on subjects` reception of PSAs, but the interaction between the use of spokespersons and that of solutions was observed. Implications of the study to health campaign researchers and practitioners are discussed.