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題名 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作者 吳羽涵
Wu, Yu Han貢獻者 張卿卿
Chang, Ching Ching
吳羽涵
Wu, Yu Han關鍵詞 廣告副文本
感知真實性
操弄意圖推論
轉移
廣告效果日期 2017 上傳時間 10-Aug-2017 10:21:35 (UTC+8) 摘要 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。 本研究使用單因子實驗設計（廣告副文本放置有無與時間點：副文本在前／副文本在後／無副文本），研究發現「副文本在後」感知廣告真實性程度顯著高於「無副文本」。此外，「副文本在後」相較「副文本在前」能產生更高的感知廣告真實性、更低廣告操弄意圖推論和更佳的廣告態度。本研究也證實「副文本在後」對「品牌態度」能產生正向影響，是透過感知廣告真實性、廣告操弄意圖推論、轉移和廣告態度的完全中介。由此可見，三個版本中以「副文本在後」有較佳的說服效果，而且確實能增強廣告的真實性，並進而改變受試者心理機制和提升廣告效果。 參考文獻 中文部分林秀雲譯（2013）。《社會科學研究方法》。台北市：雙葉書廊。（原書Babbie, E.[2013]. The Practice of Social Research, 13th edition.）徐緣（2014）。《型銷》。香港：天窗。黃光玉（2006）。〈說故事打造品牌：一個分析的架構〉，《廣告學研究》，26，頁1-26。英文部分Adaval, R., & Wyer R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Research, 7(3), 207-245.Appel, M., & Malečkar, B. (2012). The influence of paratext on narrative persuasion: Fact, fiction, or fake?. Human Communication Research, 38(4), 459-484.Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of european disclosure regulations. Psychology and Marketing, 31(3), 214–224.Boller, G. W., & Olson, J. C. (1991). Experiencing ad meaning: Crucial aspects of narrative=drama processing. In H. Holman & M. R. Soloman (Eds.), Advances in consumer research (Vol. 18, pp. 172–175). Ann Arbor, MI: Association for Consumer Research.Brechman, J. M., & Purvis, S. C. (2015). Narrative, transportation and advertising. International Journal of Advertising, 34(2), 366–38.Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225-254. Chang, C. (2005). Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22, 887-910.Chang, C. (2008). Increasing mental health literacy via narrative advertising. Journal of Health Communication,, 13(1), 37-55Chang, C. (2009a). Being hooked by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38, 21-33Chang, C. (2009b). Repetition variation strategies for narrative advertising. Journal of Advertising, 38(3), 51-65. Chang, C. (2012a). How people tell an ad story: Western vs. Asian styles. Asian Journal of Communication, 22(3), 235-52.Chang, C. (2012b). Narrative ads and narrative processing. In E. Thorson and S. Rodgers (Eds.), Advertising Theory ( pp. 241–254). New York: RoutledgeCotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361-368.Curtis, P. H., & Duane, T. W. (1994). Message order effects in persuasion:An attitude strength perspective. Journal of Consumer Research, 21(2), 205–218.Deighton, J., D. Romer, J.,& McQueen (1989). Using drama to persuade. Journal of Consumer Research, 16(3), 333-343.Escalas, J. E. (1998). Advertising narratives: What are they and how do they work? In B. Stern (Ed.), Representing consumers: Voices, views, and visions (pp. 267-289). New York: Routledge & Kegan Paul.Escalas, J. E. (2004a). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.Escalas, J. E. (2004b). Imagine yourself in the product. Journal of Advertising, 33(2), 37-48.Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29, 566-578.Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feelings? Hooking viewers helps! Journal of Consumer Psychology, 14(1-2), 105-114.Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of ConsumerRresearch, 21(1), 1-31.Gerrig, R. J. (1993). Experiencing narrative worlds: On the psychological activities of reading. New Haven, CT: Yale University Press.Genette, G. (1987). Seuils. Paris: Edition du Seuil. (English language version: Genette, G.[1997] Paratexts. Thresholds of interpretation. Cambridge: Cambridge University Press.)Green, M. C. (2004). Transportation into narrative worlds: The role of prior knowledge and perceived realism, Discourse Processes, 38(2), 247-266.Green, M. C. (2008). Transportation Theory. In Wolfgang Donsbach, Oxford: Wiley-Blackwell (Eds.), International Encyclopedia of Communication (pp. 5170-5175). Oxford:Wiley-Blackwell.Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79, 701-721.Green, M. C., & Brock, T. C. (2002). In the mind`s eye: Transportation-imagery model of narrative persuasion. In Melanie C. Green, Jeffrey J. Strange, and Timothy C. Brock (Eds.), Narrative Impact: Social and Cognitive Foundations (pp. 315-341). Mahwah, NJ: Erlbaum.Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76, 408-420.Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer response to advertising. Journal of Consumer Research, 14(3), 404-420.Janiszewski, C., & Wyer, R. S. (2014). Content and process priming: A review. Journal of Consumer Psychology, 24(1), 96-118.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 1-22.Konijn, E. A., van der Molen, J. H. W., & van Nes, S. (2009). Emotions bias perceptions of realism in audiovisual media: Why we may take fiction for real. Discourse Processes, 46(4), 309-340.Lana, R. E. (1963). Interest, media, and order effects in persuasive communication. Journal of Psychology, 56(1), 9-13.Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 130-143.Maio, G. R., & Esses, V. M. (2001). The need for affect: Individual differences in the motivation to approach or avoid emotions. Journal of Personality, 69(4), 583-614.McFerran, B., Dahl, D. W., Gorn, G. J., & Honea, H. (2010). Motivational determinants of transportation into marketing narratives. Journal of Consumer Psychology, 20(3), 306-316.Mick, D. G. (1987). Toward a Semiotic of Advertising Story Grammars. In Jean Umiker-Sebeok (Eds.), Marketing Signs: New Directions in the Study of Signs for Sale (pp. 49-278). Berlin: Mouton de Gruyter.Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research, 18(3), 318-332.Nan, X. (2013). Perceived source credibility and advertising persuasiveness: An investigation of moderators and psychological processes. Journal of Current Issues & Research in Advertising, 34(2), 195-211.Polkinghorne, D. E. (1991). Narrative and self-concept. Journal of Narrative and Life History, 1 (2-3), 135-153.Polyorat, K., Alden, D. L., & Kim, E. S. (2007). Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement. Psychology & Marketing, 24, 539-554.Srull, T.K., & Wyer, R.S. (1980).Category accessibility and social perception: Some implications for the study of person memory and interpersonal judgments. Journal of Personality and Social Psychology, 38, 841-856.Strick, M., de Bruin, H. L., de Ruiter, L. C., & Jonkers, W. (2015). Striking the right chord: Moving music increases psychological transportation and behavioral intentions. Journal of Experimental Psychology: Applied, 21(1), 57.Van Laer, T., De Ruyter, K., Visconti, L., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation. Journal of Consumer Research, 40(5), 797-817. Walker, D., & Dubitsky, T. M. (1994). Why liking matters. Journal of Advertising Research, 34(3), 9-19.Wells, W. D. (1989). Lectures and dramas. In Patricia Cafferata and Alice Tybout (Ed.), Cognitive and Affective Responses to Advertising (pp. 13-20). Lexington, MA: D. C. Heath.Wentzel, D., Tomczak, T., & Herrmann, A. (2010). The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads. Psychology & Marketing, 27(5), 510-530.Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.Zheng, L. (2014). Narrative transportation in radio advertising: A study of the effects of dispositional traits on mental transportation. Journal of Radio & Audio Media, 21(1), 36-50. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
104464007資料來源 http://thesis.lib.nccu.edu.tw/record/#G1044640071 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 吳羽涵 zh_TW dc.contributor.author (Authors) Wu, Yu Han en_US dc.creator (作者) 吳羽涵 zh_TW dc.creator (作者) Wu, Yu Han en_US dc.date (日期) 2017 en_US dc.date.accessioned 10-Aug-2017 10:21:35 (UTC+8) - dc.date.available 10-Aug-2017 10:21:35 (UTC+8) - dc.date.issued (上傳時間) 10-Aug-2017 10:21:35 (UTC+8) - dc.identifier (Other Identifiers) G1044640071 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111894 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 104464007 zh_TW dc.description.abstract (摘要) 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。 本研究使用單因子實驗設計（廣告副文本放置有無與時間點：副文本在前／副文本在後／無副文本），研究發現「副文本在後」感知廣告真實性程度顯著高於「無副文本」。此外，「副文本在後」相較「副文本在前」能產生更高的感知廣告真實性、更低廣告操弄意圖推論和更佳的廣告態度。本研究也證實「副文本在後」對「品牌態度」能產生正向影響，是透過感知廣告真實性、廣告操弄意圖推論、轉移和廣告態度的完全中介。由此可見，三個版本中以「副文本在後」有較佳的說服效果，而且確實能增強廣告的真實性，並進而改變受試者心理機制和提升廣告效果。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第二章 文獻探討 5第一節 敘事廣告 5第二節 敘事廣告與轉移理論 11第三節 副文本 14第四節 廣告操弄意圖推論 17第五節 廣告副文本效果研究 19第六節 廣告副文本放置時間點 23第七節 廣告效果產生歷程 27第三章 研究架構與假設 31第一節 研究架構 31第二節 研究假設 32第四章 研究方法 33第一節 研究方法選擇 33第二節 研究設計 34第三節 正式實驗對象與流程 37第四節 研究變項定義與測量 39第五章 研究結果分析 46第一節 實驗受試者樣本分布 46第二節 前提檢定與變項操弄檢定 47第三節 量表信度檢驗 50第四節 假設驗證 51第六章 結論 65第一節 發現與討論 65第二節 學術與實務貢獻 69第三節 研究限制與未來建議 71參考文獻 74附錄一 正式施測影片分鏡表 80附錄二 正式施測問卷 82 zh_TW dc.format.extent 1591478 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1044640071 en_US dc.subject (關鍵詞) 廣告副文本 zh_TW dc.subject (關鍵詞) 感知真實性 zh_TW dc.subject (關鍵詞) 操弄意圖推論 zh_TW dc.subject (關鍵詞) 轉移 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.title (題名) 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 zh_TW dc.title (題名) 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 en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分林秀雲譯（2013）。《社會科學研究方法》。台北市：雙葉書廊。（原書Babbie, E.[2013]. The Practice of Social Research, 13th edition.）徐緣（2014）。《型銷》。香港：天窗。黃光玉（2006）。〈說故事打造品牌：一個分析的架構〉，《廣告學研究》，26，頁1-26。英文部分Adaval, R., & Wyer R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Research, 7(3), 207-245.Appel, M., & Malečkar, B. (2012). The influence of paratext on narrative persuasion: Fact, fiction, or fake?. Human Communication Research, 38(4), 459-484.Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of european disclosure regulations. Psychology and Marketing, 31(3), 214–224.Boller, G. W., & Olson, J. C. (1991). Experiencing ad meaning: Crucial aspects of narrative=drama processing. In H. Holman & M. R. Soloman (Eds.), Advances in consumer research (Vol. 18, pp. 172–175). Ann Arbor, MI: Association for Consumer Research.Brechman, J. M., & Purvis, S. C. (2015). Narrative, transportation and advertising. International Journal of Advertising, 34(2), 366–38.Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225-254. Chang, C. (2005). Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22, 887-910.Chang, C. (2008). Increasing mental health literacy via narrative advertising. Journal of Health Communication,, 13(1), 37-55Chang, C. (2009a). Being hooked by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38, 21-33Chang, C. (2009b). Repetition variation strategies for narrative advertising. Journal of Advertising, 38(3), 51-65. Chang, C. (2012a). How people tell an ad story: Western vs. Asian styles. Asian Journal of Communication, 22(3), 235-52.Chang, C. (2012b). Narrative ads and narrative processing. In E. Thorson and S. Rodgers (Eds.), Advertising Theory ( pp. 241–254). New York: RoutledgeCotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361-368.Curtis, P. H., & Duane, T. W. (1994). Message order effects in persuasion:An attitude strength perspective. Journal of Consumer Research, 21(2), 205–218.Deighton, J., D. Romer, J.,& McQueen (1989). Using drama to persuade. Journal of Consumer Research, 16(3), 333-343.Escalas, J. E. (1998). Advertising narratives: What are they and how do they work? In B. Stern (Ed.), Representing consumers: Voices, views, and visions (pp. 267-289). New York: Routledge & Kegan Paul.Escalas, J. E. (2004a). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.Escalas, J. E. (2004b). Imagine yourself in the product. Journal of Advertising, 33(2), 37-48.Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29, 566-578.Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feelings? Hooking viewers helps! Journal of Consumer Psychology, 14(1-2), 105-114.Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of ConsumerRresearch, 21(1), 1-31.Gerrig, R. J. (1993). Experiencing narrative worlds: On the psychological activities of reading. New Haven, CT: Yale University Press.Genette, G. (1987). Seuils. Paris: Edition du Seuil. (English language version: Genette, G.[1997] Paratexts. Thresholds of interpretation. Cambridge: Cambridge University Press.)Green, M. C. (2004). Transportation into narrative worlds: The role of prior knowledge and perceived realism, Discourse Processes, 38(2), 247-266.Green, M. C. (2008). Transportation Theory. In Wolfgang Donsbach, Oxford: Wiley-Blackwell (Eds.), International Encyclopedia of Communication (pp. 5170-5175). Oxford:Wiley-Blackwell.Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79, 701-721.Green, M. C., & Brock, T. C. (2002). In the mind`s eye: Transportation-imagery model of narrative persuasion. In Melanie C. Green, Jeffrey J. Strange, and Timothy C. Brock (Eds.), Narrative Impact: Social and Cognitive Foundations (pp. 315-341). Mahwah, NJ: Erlbaum.Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76, 408-420.Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer response to advertising. Journal of Consumer Research, 14(3), 404-420.Janiszewski, C., & Wyer, R. S. (2014). Content and process priming: A review. Journal of Consumer Psychology, 24(1), 96-118.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 1-22.Konijn, E. A., van der Molen, J. H. W., & van Nes, S. (2009). Emotions bias perceptions of realism in audiovisual media: Why we may take fiction for real. Discourse Processes, 46(4), 309-340.Lana, R. E. (1963). Interest, media, and order effects in persuasive communication. Journal of Psychology, 56(1), 9-13.Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 130-143.Maio, G. R., & Esses, V. M. (2001). The need for affect: Individual differences in the motivation to approach or avoid emotions. Journal of Personality, 69(4), 583-614.McFerran, B., Dahl, D. W., Gorn, G. J., & Honea, H. (2010). Motivational determinants of transportation into marketing narratives. Journal of Consumer Psychology, 20(3), 306-316.Mick, D. G. (1987). Toward a Semiotic of Advertising Story Grammars. In Jean Umiker-Sebeok (Eds.), Marketing Signs: New Directions in the Study of Signs for Sale (pp. 49-278). Berlin: Mouton de Gruyter.Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research, 18(3), 318-332.Nan, X. (2013). Perceived source credibility and advertising persuasiveness: An investigation of moderators and psychological processes. Journal of Current Issues & Research in Advertising, 34(2), 195-211.Polkinghorne, D. E. (1991). Narrative and self-concept. 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