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題名 擬人化動物廣告效果意涵－ 從動作與情感看擬人化程度的影響
The Effect of Personified Animals in Advertising: An Exploration of Action and Emotion as Determinants of Personification Level.作者 黃家萱 貢獻者 張卿卿
黃家萱關鍵詞 擬人化
陰柔特質
相似性
可愛感受
同理心
廣告態度
自我-品牌連結度
品牌態度日期 2012 上傳時間 2-Sep-2013 11:47:17 (UTC+8) 摘要 不論是品牌的角色代言人或電視及平面廣告的主角，「動物」的元素被廣泛的運用在行銷活動之中，我們也發現，在以動物為主角的廣告故事中，通常會以擬人化的方式賦予他們如人類一般的生命力，有些是以肢體動作仿效人類作為表現方式（例如拿取物品、以後腳站立），有些甚至設計了情境，讓消費者感受到他們內心如同人類的情感。那麼，究竟這樣的廣告呈現方式是否能產生更好的廣告效果？本研究因此著眼於動物在廣告中的「擬人化」，試圖探討將動物作擬人化呈現後會產生怎麼樣的廣告效果，並了解消費者在處理擬人化動物廣告資訊時所產生的心理機制。由於「擬人化的程度」在過去並未有相關研究提出明確定義，本研究以「動作」與「情感」兩個面向，來界定擬人化的程度，並假設在廣告中的動物擁有較高的擬人化的程度時，會讓閱聽人產生相似性感受、可愛感受及同理心，進而產生正面的廣告態度、品牌態度及自我-品牌連結度。本次實驗有三個研究變項，分為兩個操弄變項-「擬人化程度」、「產品種類」及一個測量變項-以受測者的「陰柔特質」做為第一個操弄變項（擬人化程度）的調節變項。消費者的陰柔特質經過本研究證實，是影響擬人化廣告效果的一個重要關鍵，只有高陰柔特質的人才會經由相似性、可愛感受及同理心等中介反應，而後產生較高的廣告態度及自我品牌連結度，最後有較高的品牌態度。而「擬人化的程度」也經由本研究證實，可用「動作擬人」及「情感擬人」去界定及操作。 參考文獻 一、 中文部份山田理英（2000）。《如何製作有效的平面廣告》。台北：滾石文化。余淑吟（2002）。<動物圖像在平面廣告之內容分析>，《廣告學研究》，18：97-121。余淑吟（2004)）。<非真人角色運用於電視廣告之內容初探>，《設計學研究》，7(1)：65-84.二、 英文部份Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468-479.Archer, J. (1997). Why do people love their pets? Evolution and Human Behavior, 18(4), 237-259.Aron, A., Aron, E. N., Tudor, M., & Nelson, G. (1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241-253.Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. Batt, S. (2009). Human attitudes towards animals in relation to species similarity to humans: a multivariate approach. Bioscience Horizons, 2(2), 180-190.Bellfield, J., Bimont, C., Blom, J., Dommeyer, C. J., Gardiner, K., Mathenia, E., et al. (2011). The effect of a cute stimulus on personally-initiated, self-administered surveys. Marketing Bulletin, 22, 1-9.Bem, S. L. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), 155-162.Boller, G. W., & Olson, J. C. (1991). Experiencing ad meanings: crucial aspects of narrative/drama processing. Advances in Consumer Research, 18(1), 172-175.Callcott, M. F., & Lee, W.-N. (1994). A content analysis of animation and animated spokes-characters in television commercials. Journal of Advertising, 23(4), 1-12.Callcott, M. F., & Phillips, B. J. (1996). Observations: elves make good cookies: creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.Chang, C. (2005). Ad–self-congruency effects: self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910. Connell, P. M. (2011). Consumer response to anthropomorphic animal images based on their similarity to humans. Paper presented at the Advances in Consumer Research - European Conference.Constantinople, A. (1973). Masculinity-femininity: An exception to a famous dictum? Psychological Bulletin, 80(5), 389-407.Deaux, K. (1985). Sex and gender. Annual Review of Psychology, 36(1), 49-81.Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130.Eddy, T. J., Gallup, G. G., & Povinelli, D. J. (1993). Attribution of cognitive states to animals: anthropomorphism in comparative perspective. Journal of Social Issues, 49(1), 87-101.Escalas, J. E. (2004). Narrative processing: building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168-180.Escalas, J. E. (1996). Narrative processing: building connections between brands and the self: Duke University.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers` connections to brands.. Journal of Consumer Psychology, 13(3), 339.Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.Gallup Jr, G. G. (1985). Do minds exist in species other than our own? Neuroscience & Biobehavioral Reviews, 9(4), 631-641.Gould, S. J. (1980). The panda`s thumb. New York: W.W. Norton.Haley, R. I., & Baldinger, A. L. (1991). The ARF copy research validity project.. Journal of Advertising Research, 31(2), 11-32. Harrison, M., & Hall, A. E. (2010). Anthropomorphism, empathy, and perceived communicative ability vary with phylogenetic relatedness to humans. Journal of Social, Evolutionary, and Cultural Psychology, 4(1), 34-48.Hinde, R. A., & Barden, L. A. (1985). The evolution of the teddy bear. Animal Behaviour, 33(4), 1371-1373.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.Huffman, C., Ratneshwar, S., & Mick, David G. (2000). Consumer goal structures and goal-determination processes: An integrative framework. In, S. Ratneshwar, David G. Mick & C. Huffman (Eds.), The why of consumption: contemporary perspectives on consumer motives, goals and desires. (pp. 9-35). New York: Routledge.Kapferer, J.-N., & Laurent, G. (1985). Consumer involvement profiles: a new practical approach to consumer involvement. Journal of Advertising Research, 25(6), 48-56.Kapferer, J.-N., & Laurent, G. (1993). Further evidence on the consumer involvement profile: Five antecedents of involvement. Psychology and Marketing, 10(4), 347-355.Koyama, R., Takahashi, Y., & Mori, K. (2006). Assessing the cuteness of children: significant factors and gender differences. Social Behavior and Personality: an international journal, 34(9), 1087-1100.Lerner, G. (1986). The creation of patriarchy. New York: Oxford University Press.Lerner, J. E., & Kalof, L. (1999). The animal text. Sociological Quarterly, 40(4), 565-586.Liviatan, I., Trope, Y., & Liberman, N. (2008). Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions. Journal of Experimental Social Psychology, 44(5), 1256-1269.Lorenz, K. (1943). Die angeborenen formen möglicher erfahrung. Zeitschrift für tierpsychologie, 5(2), 235-409.Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the Ad as a mediator of advertising effectiveness: Determinants and consequences. In Bagozzi, R. P., & Tybout, A. M. (Eds.), (pp. 532539). Advances in Consumer Research, 10. Ann Arbor, MI: Association for Consumer Research.Madden, T. J., Allen, C. T., & Twible, J. L. (1988). Attitude toward the ad: an assessment of diverse measurement indices under different processing "sets".. Journal of Marketing Research, 25(3), 242-252.Magdoff, J., & Barnett, S. (1989). Self-imaging and animals in tv ads. In R. J. Hoage (Ed.), Perceptions of animals in american culture. Washington DC: Smithsonian Institution Press.McVeigh, B. (1996). Commodifying affection, authority and gender in the everyday objects of japan. Journal of Material Culture, 1(3), 291-312.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.Morreall, J. (1991). Cuteness. The British Journal of Aesthetics, 31(1), 39-47.Reeder, H. M. (1996). A critical look at gender difference in communication research. Communication Studies, 47(4), 318-330.Ricoeur, P. (1977). The rule of metaphor: multi-disciplinary studies of the creation of meaning in language (R. Czerny, K. McLaughlin & J. Costello, Trans.). Toronto: University of Toronto Press.Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9-48.Spears, N., & Germain, R. (2007). 1900-2000 in review. Journal of Advertising, 36(3), 19-33.Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37(2), 87-95.Stafford, L., Dainton, M., & Haas, S. (2000). Measuring routine and strategic relational maintenance: Scale revision, sex versus gender roles, and the prediction of relational characteristics. Communication Monographs, 67(3), 306-323.Stout, P. A., & Leckenby, J. D. (1986). Measuring emotional response to advertising. Journal of Advertising, 15(4), 35-42.Terman, L. M., & Miles, C. C. (1936). Sex and personality: studies in masculinity and femininity. New York: McGraw Hill.Walker, D., & Dubitsky, T. M. (1994). Why liking matters. Journal of Advertising Research, 34(3), 9-18.Winer,B.J.,Brown,D.R.,&Michel,K.M.(1991).Statistical principles in experimental design (3rd ed.). New York: McGraw-Hill.Wood, J., & Dindia, K. (1998). What`s the difference? A dialogue about differences and similarities between women and men. In D. J. Canary & K. Dindia (Eds.), Sex differences and similarities in communication (pp. 19-40). Mahwah, NJ: Erlbaum.三、 網路部份<調查發現：網友最偏愛林鳳營鮮乳>（2006年8月23日 ）。取自波仕特線上市調網研究顧問 http://www.pollster.com.tw/report/9/index.htm 描述 碩士
國立政治大學
廣告研究所
100452002
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100452002 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.author (Authors) 黃家萱 zh_TW dc.creator (作者) 黃家萱 zh_TW dc.date (日期) 2012 en_US dc.date.accessioned 2-Sep-2013 11:47:17 (UTC+8) - dc.date.available 2-Sep-2013 11:47:17 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2013 11:47:17 (UTC+8) - dc.identifier (Other Identifiers) G0100452002 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59189 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 100452002 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 不論是品牌的角色代言人或電視及平面廣告的主角，「動物」的元素被廣泛的運用在行銷活動之中，我們也發現，在以動物為主角的廣告故事中，通常會以擬人化的方式賦予他們如人類一般的生命力，有些是以肢體動作仿效人類作為表現方式（例如拿取物品、以後腳站立），有些甚至設計了情境，讓消費者感受到他們內心如同人類的情感。那麼，究竟這樣的廣告呈現方式是否能產生更好的廣告效果？本研究因此著眼於動物在廣告中的「擬人化」，試圖探討將動物作擬人化呈現後會產生怎麼樣的廣告效果，並了解消費者在處理擬人化動物廣告資訊時所產生的心理機制。由於「擬人化的程度」在過去並未有相關研究提出明確定義，本研究以「動作」與「情感」兩個面向，來界定擬人化的程度，並假設在廣告中的動物擁有較高的擬人化的程度時，會讓閱聽人產生相似性感受、可愛感受及同理心，進而產生正面的廣告態度、品牌態度及自我-品牌連結度。本次實驗有三個研究變項，分為兩個操弄變項-「擬人化程度」、「產品種類」及一個測量變項-以受測者的「陰柔特質」做為第一個操弄變項（擬人化程度）的調節變項。消費者的陰柔特質經過本研究證實，是影響擬人化廣告效果的一個重要關鍵，只有高陰柔特質的人才會經由相似性、可愛感受及同理心等中介反應，而後產生較高的廣告態度及自我品牌連結度，最後有較高的品牌態度。而「擬人化的程度」也經由本研究證實，可用「動作擬人」及「情感擬人」去界定及操作。 zh_TW dc.description.tableofcontents 第壹章 緒論 2第一節 研究背景 2第二節 研究動機與目的 2第貳章 文獻探討 4第一節 廣告中的動物 4第二節 擬人化 5第三節 陰柔特質 10第四節 廣告態度 12第五節 自我-品牌連結度 13第六節 品牌態度 14第參章 研究方法 15第一節 研究架構 15第二節 實驗設計 15第三節 主要實驗對象與流程 28第四節 變項與概念化操作 30第肆章 資料分析 33第一節 實驗受測者樣本分布 33第二節 量表信度檢驗 33第三節 基本前提檢定 34第四節 變項操弄檢定 35第五節 假設檢定 35第伍章 研究結論 51第一節 發現與討論 51第二節 預期貢獻與未來研究 53第三節 研究限制 55參考文獻 56附錄 62附錄一：前測問卷 62附錄二：主要實驗廣告圖稿 64附錄三：主要實驗問卷 66 zh_TW dc.format.extent 2488764 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100452002 en_US dc.subject (關鍵詞) 擬人化 zh_TW dc.subject (關鍵詞) 陰柔特質 zh_TW dc.subject (關鍵詞) 相似性 zh_TW dc.subject (關鍵詞) 可愛感受 zh_TW dc.subject (關鍵詞) 同理心 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 自我-品牌連結度 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.title (題名) 擬人化動物廣告效果意涵－ 從動作與情感看擬人化程度的影響 zh_TW dc.title (題名) The Effect of Personified Animals in Advertising: An Exploration of Action and Emotion as Determinants of Personification Level. en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文部份山田理英（2000）。《如何製作有效的平面廣告》。台北：滾石文化。余淑吟（2002）。<動物圖像在平面廣告之內容分析>，《廣告學研究》，18：97-121。余淑吟（2004)）。<非真人角色運用於電視廣告之內容初探>，《設計學研究》，7(1)：65-84.二、 英文部份Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468-479.Archer, J. (1997). Why do people love their pets? Evolution and Human Behavior, 18(4), 237-259.Aron, A., Aron, E. N., Tudor, M., & Nelson, G. (1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241-253.Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. Batt, S. (2009). Human attitudes towards animals in relation to species similarity to humans: a multivariate approach. Bioscience Horizons, 2(2), 180-190.Bellfield, J., Bimont, C., Blom, J., Dommeyer, C. J., Gardiner, K., Mathenia, E., et al. (2011). The effect of a cute stimulus on personally-initiated, self-administered surveys. Marketing Bulletin, 22, 1-9.Bem, S. L. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), 155-162.Boller, G. W., & Olson, J. C. (1991). Experiencing ad meanings: crucial aspects of narrative/drama processing. Advances in Consumer Research, 18(1), 172-175.Callcott, M. F., & Lee, W.-N. (1994). A content analysis of animation and animated spokes-characters in television commercials. Journal of Advertising, 23(4), 1-12.Callcott, M. F., & Phillips, B. J. (1996). Observations: elves make good cookies: creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.Chang, C. (2005). Ad–self-congruency effects: self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910. Connell, P. M. (2011). Consumer response to anthropomorphic animal images based on their similarity to humans. Paper presented at the Advances in Consumer Research - European Conference.Constantinople, A. (1973). Masculinity-femininity: An exception to a famous dictum? Psychological Bulletin, 80(5), 389-407.Deaux, K. (1985). Sex and gender. Annual Review of Psychology, 36(1), 49-81.Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130.Eddy, T. J., Gallup, G. G., & Povinelli, D. J. (1993). Attribution of cognitive states to animals: anthropomorphism in comparative perspective. Journal of Social Issues, 49(1), 87-101.Escalas, J. E. (2004). Narrative processing: building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168-180.Escalas, J. E. (1996). Narrative processing: building connections between brands and the self: Duke University.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers` connections to brands.. Journal of Consumer Psychology, 13(3), 339.Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.Gallup Jr, G. G. (1985). Do minds exist in species other than our own? Neuroscience & Biobehavioral Reviews, 9(4), 631-641.Gould, S. J. (1980). The panda`s thumb. New York: W.W. Norton.Haley, R. I., & Baldinger, A. L. (1991). The ARF copy research validity project.. Journal of Advertising Research, 31(2), 11-32. Harrison, M., & Hall, A. E. (2010). Anthropomorphism, empathy, and perceived communicative ability vary with phylogenetic relatedness to humans. Journal of Social, Evolutionary, and Cultural Psychology, 4(1), 34-48.Hinde, R. A., & Barden, L. A. (1985). The evolution of the teddy bear. Animal Behaviour, 33(4), 1371-1373.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.Huffman, C., Ratneshwar, S., & Mick, David G. (2000). Consumer goal structures and goal-determination processes: An integrative framework. In, S. Ratneshwar, David G. Mick & C. Huffman (Eds.), The why of consumption: contemporary perspectives on consumer motives, goals and desires. (pp. 9-35). New York: Routledge.Kapferer, J.-N., & Laurent, G. (1985). Consumer involvement profiles: a new practical approach to consumer involvement. Journal of Advertising Research, 25(6), 48-56.Kapferer, J.-N., & Laurent, G. (1993). Further evidence on the consumer involvement profile: Five antecedents of involvement. Psychology and Marketing, 10(4), 347-355.Koyama, R., Takahashi, Y., & Mori, K. (2006). Assessing the cuteness of children: significant factors and gender differences. Social Behavior and Personality: an international journal, 34(9), 1087-1100.Lerner, G. (1986). The creation of patriarchy. New York: Oxford University Press.Lerner, J. E., & Kalof, L. (1999). The animal text. Sociological Quarterly, 40(4), 565-586.Liviatan, I., Trope, Y., & Liberman, N. (2008). Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions. Journal of Experimental Social Psychology, 44(5), 1256-1269.Lorenz, K. (1943). Die angeborenen formen möglicher erfahrung. Zeitschrift für tierpsychologie, 5(2), 235-409.Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the Ad as a mediator of advertising effectiveness: Determinants and consequences. In Bagozzi, R. P., & Tybout, A. M. (Eds.), (pp. 532539). Advances in Consumer Research, 10. Ann Arbor, MI: Association for Consumer Research.Madden, T. J., Allen, C. T., & Twible, J. L. (1988). Attitude toward the ad: an assessment of diverse measurement indices under different processing "sets".. Journal of Marketing Research, 25(3), 242-252.Magdoff, J., & Barnett, S. (1989). Self-imaging and animals in tv ads. In R. J. Hoage (Ed.), Perceptions of animals in american culture. Washington DC: Smithsonian Institution Press.McVeigh, B. (1996). Commodifying affection, authority and gender in the everyday objects of japan. Journal of Material Culture, 1(3), 291-312.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.Morreall, J. (1991). Cuteness. The British Journal of Aesthetics, 31(1), 39-47.Reeder, H. M. (1996). A critical look at gender difference in communication research. Communication Studies, 47(4), 318-330.Ricoeur, P. (1977). The rule of metaphor: multi-disciplinary studies of the creation of meaning in language (R. Czerny, K. McLaughlin & J. Costello, Trans.). Toronto: University of Toronto Press.Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9-48.Spears, N., & Germain, R. (2007). 1900-2000 in review. Journal of Advertising, 36(3), 19-33.Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37(2), 87-95.Stafford, L., Dainton, M., & Haas, S. (2000). Measuring routine and strategic relational maintenance: Scale revision, sex versus gender roles, and the prediction of relational characteristics. Communication Monographs, 67(3), 306-323.Stout, P. A., & Leckenby, J. D. (1986). Measuring emotional response to advertising. 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