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Title: 敘事廣告副文本放置有無與時間點對品牌態度之影響-以感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度為中介
The Effects of Paratext and Placement Timing in Narrative Advertising on Brand Attitudes : Perceived Message Validity, Inferences of Manipulative Intent, Transportation, and Ad Attitude as Mediators
Authors: 吳羽涵
Wu, Yu Han
Contributors: 張卿卿
Chang, Ching Ching
Wu, Yu Han
Keywords: 廣告副文本
Date: 2017
Issue Date: 2017-08-10 10:21:35 (UTC+8)
Abstract:   近年許多廣告主藉由微電影形式的敘事廣告(narrative advertising)行銷品牌或產品,其中有些敘事廣告中會標示「真實故事改編」的影片字卡,試圖增加廣告內容的真實性。本研究進一步將標示真實性的廣告影片字卡稱為「廣告副文本」,並根據實務觀察發現廣告副文本可以分為「在廣告播放前出現」和「在廣告播放後出現」兩種放置時間點。而學術界仍缺乏敘事廣告副文本的相關研究,因此本研究將以「廣告副文本放置有無與時間點」此變項切入,探討敘事廣告是否標示副文本或在不同時間點標示副文本,將如何影響感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度和品牌態度等廣告說服效果,並試圖發展廣告副文本藉由中介變項影響品牌態度之連續中介模型。

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Data Type: thesis
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