廣告效果展現：資訊處理與意義解釋二模式之初探

Abstract

本文回顧廣告相關的學理與研究，探討廣告效果展現的過程與本質。主流研究取徑－資訊處理模式植基於心理學觀點，宣稱廣告反映客觀的產品／品牌真實。透過廣告訊息的操作，廣告效果展現在閱聽人的反應與購買決策上。另一研究取徑－意義解釋模式植基於文化觀點，主張廣告承載／再現消費體驗。廣告傳播是文本與閱聽人互動的過程，而廣告效果展現於主觀的意義解釋上。源自不同的哲學觀點與知識體系，二模式對廣告傳播、閱聽人、廣告訊息及情境脈絡提出不同主張與研究取向。本文重新審視二模式及探討其差異，企圖尋求可能的關聯性，並提出相關的研究提議。

The purpose of the paper is to explore the enactment of advertising effectiveness. A review of relevant research reveals two orientations. The dominant orientation, the information-based model, defines advertising as a stimulus that contains product information that consumers use to assist decision making. Linear, sequential models of communication direct the research thinking. The other, meaning-based model, defines experiencing advertising as a form of consumption. It calls for a cultural, interpretive approach to better understand the meanings emanating from the consumer within a consumption context. Each orientation begins from different assumptions, works toward different conclusions, and captures different kinds of data. The author seeks the rationale for connecting the two models by first acknowledging the differences between the two. Theories and studies that focus on phenomena in question are presented. Finally, research implications are proposed.