你被「攝」誘了！從解釋水平理論看拍攝視角與廣告文案對廣告態度之影響

Abstract

在現今競爭激烈的消費市場中，產品的廣告與行銷已然成為商家進行銷售時的最佳利器，因此，產品廣告等相關議題也受到研究者的廣泛關注。過往文獻指出，產品圖片的拍攝視角高低會影響消費者對產品的觀感，低視角圖片使消費者感覺產品較為「強大」，高視角圖片則讓人感覺產品較為「弱勢」。在平面廣告情境下，若透過廣告文案提醒消費者「權力感」的概念，拍攝視角的效果亦會影響消費者對產品的喜好度。根據解釋水平理論，權力感與解釋水平為雙向關係，即高權力感的人為高解釋水平，高解釋水平個人也擁有高權力感，低解釋水平與低權力感亦如此。此外，當廣告訊息解釋水平與消費者心理解釋水平一致時會產生適配導致較佳的說服效果且處理流暢性為其中介變項。綜合以上，本文推論，低視角圖片與高解釋水平廣告標語及高視角圖片與低解釋水平廣告標語分別存在適配導致較佳的廣告效果，且處理流暢性與權力感為此交互作用之中介。\n\n 為驗證本研究提出之假設，本研究共設計二個實驗探討拍攝視角與廣告標語文案類型對廣告態度的關係，並檢驗處理流暢性與權力感是否為此效果之中介。實驗一驗證渴望性-可行性廣告標語與拍攝視角交互作用對廣告態度有顯著影響，實驗二驗證促進焦點-預防焦點廣告標語與拍攝視角的交互作用對廣告態度有顯著影響。兩個實驗結果均顯示處理流暢性與權力感並非此交互作用之中介變項。

Much research has shown that when the upward-looking camera angle employed to depict a product, people generate more favorable attitude toward the product. The reverse is found when the product depicted by downward-looking angle. However, the existing literature seldom incorporates construal level ad slogan as a determining factor in the effectiveness of camera angle. According to construal level theory, power and construal level are bidirectional relationship. When the construal level of the ad message the same as consumers’ mental construal level leads to high processing efficiency and fit. As a result, we propose processing efficiency and power are the mediators of the interaction effect between camera angle and construal level ad slogan.\n\nWe demonstrate across two experiments that there is interaction effect between camera angle and construal level ad slogan. Study 1 shows there is interaction effect between camera angle and desirability-feasibility ad slogan. Study 2 shows there is interaction effect between camera angle and promotion-focus and prevention-focus ad-slogan. Processing fluency and power are not the mediator of the interaction effect.