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題名 精品手錶之平面廣告訴求研究
The study on advertising appeal of luxury watches print advertisements作者 王國宇
Wang, Kuo Yu貢獻者 賴建都
Lai, Chien Tu Jeff
王國宇
Wang, Kuo Yu關鍵詞 態度
精品手錶廣告
回憶度日期 2012 上傳時間 1-Nov-2012 13:59:29 (UTC+8) 摘要 本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。
This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect.參考文獻 ReferencesAaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381.Adrian, F., Jenny, B., & Barrie, G. (2002). Memory for television advertisements as a function of advertisement-program congruity. Applied Cognitive Psychology, 16(5), 525-545.Avery, A. &Calder, B.(1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 18(3), 23-32.Baudrillard, J. (1991). The consumer society: Myths and structures.Belk, R.W. Pollay, R. (1985). Materiallism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.Belk, R W. Pollay, R. (1985). Images of ourselves: The good life in twentieth century advertising. Journal of Consumer Research, 11(4), 887-897.Bohner, G. & Schwarz, N. (1993). Mood states influence the production of persuasive arguments. Communication Research, 20, 696-722.Bollapragada, S., Bussieck, M. R., & Mallik, S. (2004). Scheduling commercial videotapes in broadcast television. Operations Research, 52(5), 679-689.Campbell, D., & Wright, R. (2008). Shut-up I don`t care: Understanding the role of relevance and interactivity on customer attitudes toward repetitive online advertising. Journal of Electronic Commerce Research, 9(1), 62.Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.Catherine, A. L. (2009). Importance placed on physical attractiveness and advertisement-inspired social comparison behavior among Japanese female and male teenagers. Journal of Communication, 59(2), 279-295.Chattonadhyay, A., Dahl, D. W., Ritchie, R. J. B., & Shahin, K. N. (2003). Hearing voices: The impact of announcer speech characteristics on consumer response to broadcast advertising. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 13(3), 198.Claypool, M.(2004). Inferring queue sizes in access networks by active measurement. Lecture Notes in Computer Science, 30(15), 227-236.Cohen, A. S. (1983). Informationsaufnahme beim Befahren von Kurven, Psychologie für die Praxis 2/83, Bulletin der Schweizerischen Stiftung für Angewandte PsychologieCutler, B., & Javalgi, R. (1992). A cross-culture analysis of the visual components of print advertising. Journalof Advertising Research, 32(January), 320–224.de Mooij, M. (2003). Convergence and Divergence in consumer behavior: implication of global advertising, International Journal of Advertising, 22, 183-202 Dubois, B. Bernard& Patrick Duquesne (1993), "The Market for Luxury Goods: Income vs Culture", European Journal of Marketing, vol.23, n¦1, pp.35-44.Dubious, B. & Paternault, C. (1995), Observations: Understanding the world of international luxury brands: The dream formula. Journal of Advertising Research, 35(4), 69-76.Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.Erkip, F. (2005). The rise of shopping mallin Turkey: The use and appeal of a mall in Ankara. Cities, 22(2), 89-108.Flueckiger, W. (2009), Lifestyle, aesthetics and narrative in luxury domain advertising. Popular Narrative Media, 2(2), 195-212 Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a Web-based advertisement. Journal of BusinessResearch, 58, 387–396.Frieden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.Gardner, M. P. (1985). Mood states and consumer behavior: a critical review. The Journal of Consumer Research, 12(3), 281-300.Gelb, Betsy.D. Jae.W. Hong and George, M, Zinkhan, (1985). Effects on advertising elements: An update, Current Issue and Research in Advertising, 2, PP.75-98Gilbert, D.T.& Malone, P. S. (1995). “The correspondence bias” Psychological Bulletin, 117(1), 21-38.Graham, J., Kamins, M., & Oetomo, D. (1993). Content analysis of German and Japanese advertising in print media from Indonesia, Spain, and the United States. Journal of Advertising, 22, 5–15.Hagen, I. and Wasko, J., 2000. Introduction. In: I. Hagen and J. Wasko, eds. Consuming audiences?: Production and reception in media research. Cresskill, NJ: Hampton Press, 1–18.Hetsroni, A. (2000). The relationship between values and appeals in Israeli advertising: A smallest space analysis, Journal of Advertising. 29(3). PP. 55-68.Just, M.A. Carpenter, P.A. (1980). Journal of Experimental Psychology, 111(2), 228-238Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23-33.Jong Woo, J., Chang-Hoan, C., & Hyuck Joon, K. (2008). The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382-398.Kanso, A. (1992). International advertising strategies: Global commitment to local vision. Journal of Advertising Research, 32(1), 10-14.Kapferer, J.-N. (1997).Managing luxury brands, Journal of Brand Management, 4, 4, 251–260.Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356 LaTour, M. S., & Henthorne, T. L. (1993). Female nudity: Attitudes toward the ad and the brand, and implications for advertising strategy. The Journal of Consumer Marketing, 10(3), 25.Lepkowska-White, E., Brashear, T. G., & Weinberger, M. G. (2003). A test of ad appeal effectiveness in Poland and the United States: The interplay of appeal, product, andculture. Journal of Advertising, 32(3), 57–67.Leong, M.E.& Chatterjee, S.& Schnedier, S.M.(1998). Rule engine interface for a visual workflow builder. United States Patent.Levitt, Theodore. (1983). The globalization of markets. Harvard Business Review, 61 (May-June), 92-102.Louie, T. 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The impact of celebrity spokespersons’ perceived image on consumer intentionto purchase. Journal of Advertising Research, 31(1), 46-54.Onkvisit, S., & Shaw, J. J. (1999). Standardized international advertising: Some research issues andimplications. Journal of Advertising Research, 39(6), 19-24.Peter, V., Christoph, K., & Ute, R. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388-408.Petty, E. W.and Cacioppo, J. T. (1986), The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-162 Petty, E. W. and Priester, J. R. (1996) The influence of motor processes on attitudes toward novel versus familiar semantic stimuli. Society for Personality and Social Psychology, 22(5), 442-447 Romberg, A.D. (2009) Cross-strait relations: First the easy, now the hard. China Leadership MonitorSilvera, D. H. and Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. 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Journal of Public Economics, 31(3), 377-399.Zhou, N. & Belk, R. W. (2004). Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3), 63-76.Zhang, M. and Wang, Y. (2010), Research on specialty of the print ads dissemination based on SCE attributes of the luxury brands. 2011 International Conference on Multimedia and Signal Processing.Zhang, Yang and Betsy, D. Gelb (1996). Matching advertising appeals to cultures: The influence of products’ uses condition. Journal of Advertising. 25 (3). PP. 29-46Chinese& Electronic ReferencesAlbatross (2010). China Luxury Forecast: http://www.albatrossasia.com/clf.htmlBusiness Today, 今週刊(2005): http://www.businesstoday.com.tw/v1/content.aspx?a=W20050609190內政部. (2010). 人口調查資料庫: http://www.moi.gov.tw/index.aspx陳霈霖, (2009). 顧客經由虛擬通路購買的滿意度及其通路品牌之忠誠度之研究-以精品錶消費者為例, (The research of two issues the purchased satisfaction and the loyalty of brand from the virtual channel to the consumer- taking the consumer of luxury watches as a hypothesis)周芸如, (2009). 名牌消費部落的成型-年輕族群的精品消費行為研究, (Tribal aspects of luxury consumption research: The case of young people)鐘紫芸, (2008). 大學生名牌精品消費現象研究, (College student luxury brands consumption phenomenon research)詹采萍, (2006). 台灣精品之購買意向-以年輕族群購買名牌包包為例, (The purchase intention of luxury products in Taiwan- The case study of the young people buying famous brand bags) 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
98461010
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098461010 資料類型 thesis dc.contributor.advisor 賴建都 zh_TW dc.contributor.advisor Lai, Chien Tu Jeff en_US dc.contributor.author (Authors) 王國宇 zh_TW dc.contributor.author (Authors) Wang, Kuo Yu en_US dc.creator (作者) 王國宇 zh_TW dc.creator (作者) Wang, Kuo Yu en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-Nov-2012 13:59:29 (UTC+8) - dc.date.available 1-Nov-2012 13:59:29 (UTC+8) - dc.date.issued (上傳時間) 1-Nov-2012 13:59:29 (UTC+8) - dc.identifier (Other Identifiers) G0098461010 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/55144 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 98461010 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。 zh_TW dc.description.abstract (摘要) This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect. en_US dc.description.tableofcontents Acknowledgement Abstract …………………………………………………………………………….. 5Chapter I Introduction …………………………………………………………….... 61.1 Background …………………………………………………………………… 61.2 Research Questions …………………………………………………………… 71.3 Research Purpose …………………………………………………………...… 81.4 Research Rationale and the Significance of the Study ………………...…….. 10Chapter II Literature Review ……………………………………………………… 12 2.1 Current Environment ……………………………………………………… 13 2.1.1 Selling Reports Regarding Luxury Goods in Taiwan ………………. 13 2.1.2 Academic Researches for Luxury Goods Buyers in Taiwan ……….. 14 2.2 An Analysis of the Content in the Luxury Goods Advertisement …...…… 16 2.3 Dual Process Model of Persuasive Information …………………………... 19 2.3.1 The Introduction of Elaboration Likelihood Model ……...…….…… 20 2.3.2 Value- laden or Utility laden ………………………………………… 21 2.3.3 Different Processing Owing to Media Platforms ……………………. 22 2.4 Advertising Appeals Laid in the Advertisement ………..…………………. 23 2.4.1 The Origins of Advertising Appeals …………………………...…….. 24 2.4.2 The Roles Advertising Appeals Played in the Advertisement ………. 24 2.4.3 Sex Appeal …………………………………………………………… 25 2.4.4 Aesthetic Appeal …………………………………….………………. 26 2.4.5 Warmth Appeal ……………………………………………………… 27 2.4.6 Status Appeal ………………………………………………………… 28 2.4.7 Luxurious Appeal ………………………………………………….… 29 2.4.8 Celebrity Endorsement ………………………………………….…… 30 2.4.9 Functional Appeal …………………………………………………… 33 2.5 Effects or Functions Mass Media Have on Audience ……………………... 34 2.5.1 Recall and Attitude…………………………………………………… 35 2.5.1 Self- pleasure or Self- avoidance …………………………………….. 37 2.5.2 Catharsis or Escapism …………………….………………………….. 38 2.5.3 Reinforcement Theory ……………………………………………….. 39 2.6 Summary …………………………………………………………………… 40Chapter III Research Methodology ………………………………………………… 42 3.1 Research Framework ………………….…………………….……………… 423.2 Research Procedure …………………………………………………..………… 44 3.2.1 First Stage- Textual Analysis ………………………………………… 45 3.2.1.1 Sampling …………………………………………………………. 46 3.2.2 Second Stage- In-depth Interview ………………………….………… 48 3.2.2.1 Sampling ……………………………………………………….… 49 3.2.2.2 In-depth Interview Procedure ……………………………………. 52 3.2.2.3 Interview Questions ……………………………………………… 53Chapter IV Analysis and Interview Findings ………………………………………. 55 4.1 Textual Analysis ……………………………………………………………. 55 4.2 In-depth Interview ………………………………………………………….. 69 4.2.1 The Analysis of In-depth Interview ………………………………...… 71 4.2.1.1 Meanings of Luxury Watches …………………………………… 72 4.2.1.2 The Recognition of Advertising Appeals ………..………………. 74 4.2.1.3 The Recall and Attitude of Print Ads with Advertising Appeals ... 76 4.2.1.4 Other Findings …………………………………………………… 86Chapter V Conclusion and Suggestion ……………………………………………... 88 5.1 Conclusion ………………………………………………………………….. 87 5.2 Suggestions for Future Research and Implications ……………………….... 90References ………………………………………………………………………….. 92Appendix ………………………………………………………………………...…. 98 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098461010 en_US dc.subject (關鍵詞) 態度 zh_TW dc.subject (關鍵詞) 精品手錶廣告 zh_TW dc.subject (關鍵詞) 回憶度 zh_TW dc.title (題名) 精品手錶之平面廣告訴求研究 zh_TW dc.title (題名) The study on advertising appeal of luxury watches print advertisements en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) ReferencesAaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381.Adrian, F., Jenny, B., & Barrie, G. (2002). Memory for television advertisements as a function of advertisement-program congruity. Applied Cognitive Psychology, 16(5), 525-545.Avery, A. &Calder, B.(1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 18(3), 23-32.Baudrillard, J. (1991). The consumer society: Myths and structures.Belk, R.W. Pollay, R. (1985). Materiallism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.Belk, R W. Pollay, R. (1985). Images of ourselves: The good life in twentieth century advertising. Journal of Consumer Research, 11(4), 887-897.Bohner, G. & Schwarz, N. (1993). Mood states influence the production of persuasive arguments. Communication Research, 20, 696-722.Bollapragada, S., Bussieck, M. R., & Mallik, S. (2004). Scheduling commercial videotapes in broadcast television. Operations Research, 52(5), 679-689.Campbell, D., & Wright, R. (2008). Shut-up I don`t care: Understanding the role of relevance and interactivity on customer attitudes toward repetitive online advertising. Journal of Electronic Commerce Research, 9(1), 62.Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.Catherine, A. L. (2009). Importance placed on physical attractiveness and advertisement-inspired social comparison behavior among Japanese female and male teenagers. Journal of Communication, 59(2), 279-295.Chattonadhyay, A., Dahl, D. W., Ritchie, R. J. B., & Shahin, K. N. (2003). Hearing voices: The impact of announcer speech characteristics on consumer response to broadcast advertising. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 13(3), 198.Claypool, M.(2004). Inferring queue sizes in access networks by active measurement. Lecture Notes in Computer Science, 30(15), 227-236.Cohen, A. S. (1983). Informationsaufnahme beim Befahren von Kurven, Psychologie für die Praxis 2/83, Bulletin der Schweizerischen Stiftung für Angewandte PsychologieCutler, B., & Javalgi, R. (1992). A cross-culture analysis of the visual components of print advertising. Journalof Advertising Research, 32(January), 320–224.de Mooij, M. (2003). Convergence and Divergence in consumer behavior: implication of global advertising, International Journal of Advertising, 22, 183-202 Dubois, B. Bernard& Patrick Duquesne (1993), "The Market for Luxury Goods: Income vs Culture", European Journal of Marketing, vol.23, n¦1, pp.35-44.Dubious, B. & Paternault, C. (1995), Observations: Understanding the world of international luxury brands: The dream formula. Journal of Advertising Research, 35(4), 69-76.Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.Erkip, F. (2005). 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