平面廣告中圖像與產品種類的關係對於記憶的影響

Abstract

本研究將本面廣告中的圖文互動，從標題與圖像的關係，延伸到產品種類，並且利用一個２Ｘ２受測者間的實驗，觀察圖像與產品種類之間的關係，在高、低涉入的情況下對於記憶的影響。實驗的結果發現，無論涉入程度的高、低，平面廣告中圖文互動時圖像的內容除了要與標題有關之外，還要與產品類別有關，才能避免誤判廣告商品的現象。

This research expands the picture-word relation in print advertising to include product class as a criterion of defining picture-word interaction. The experiment adopted is a 2 × 2 between subject design, and the purpose is to observe how the picture-product class relation affects memory under high- and low-involvement condition. The result reveals that picture should interact with product class in addition to headline to avoid confusion about the product advertised in print advertising, no matter the involvement is high or low.