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題名 閃光有理，性感無罪！ 性訴求廣告模特兒性別組合、產品類型對於消費願景與廣告效果之影響
Sex Appeal in Advertising: The Influence of Gender Combination of Models and Product on Consumption Visions and Advertising Effectiveness.
作者 姚紅
貢獻者 張卿卿
姚紅
關鍵詞 性訴求廣告
模特兒性別組合
消費願景
廣告效果
日期 2013
上傳時間 21-Jul-2014 15:32:00 (UTC+8)
摘要 當今廣告常使用性感的模特兒來吸引消費者注意，”sex sells”是大多數廣告商採用性訴求手法的理由，即便該產品的目標族群為女性，廣告商卻不只使用性感女模特兒展示商品，還搭配男模特兒營造情侶親密的景象，企圖讓女性消費者對於使用產品的美好情境加以想像；此外，這些性訴求廣告的產品類型常與「性」有相關，如香水、牛仔褲等，因為產品的類型與廣告所營造之情境可互相搭配，消費者似乎對使用產品的情境就更可以做具體的想像，而產生了消費願景。過去文獻發現女性消費者對廣告中性感的女模特兒可能產生負面之廣告效果，但對於性感但像是情侶般的男女模特兒，其冒犯感反而較低、喜好度也較高，本研究欲探討模特兒的性別組合是否受到產品類型的調節而影響女性消費者的一般、性相關消費願景；不同模特兒的性別組合搭配不同產品類型時，女性消費者產生的一般、性相關的消費願景是否進而影響性訴求廣告的廣告效果。
本研究採用2x2之因子設計實驗法，自變項為「模特兒使用（情侶vs. 女）」；調節變項為「產品類型（與性相關vs.與性無關）」；中介變項為「消費願景」，包括一般效果及性相關的效果；依變項為「廣告效果」，包括「廣告態度」、「產品態度」和「購買意圖」，將實驗分為四組，進行ANOVA分析。
研究結果發現，模特兒性別組合與產品類型的交互作用並未顯著影響廣告態度及消費願景，但以簡單層次比較，當產品與性有關時，使用情侶為模特兒的廣告態度確實較使用女性模特兒好，而產品態度及購買意圖無差異；而消費願景效果中，使用情侶為模特兒的效果也較使用女性模特兒有更好的性相關消費願景，但一般的消費願景則無顯著差異。另一方面，當產品與性無關時，使用情侶或女性為模特兒所產生的廣告效果及消費願景無顯著差異，符合本研究之假設。此外，本研究也發現當產品與性有相關時，「模特兒性別組合」、「性相關消費願景」及「廣告態度」之間存在中介效果。
參考文獻 一、 中文部份
江惠蘭（2003）。不同性刺激形式所引發的性幻想程度對廣告效果之影響。國立中央大學企業管理研究所碩士論文。

二、 英文部份
Adaval, R., & Wyer Jr, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), 207-245.
Baker, Micheal J. and Gilbert A. Churchill, Jr. (1977), The Impact of Physically Attractive Models on Advertising Evaluation, Journal of Marketing Research, 14 (November),538-555.
Belch, G. E., Belch, M. A., & Villarreal, A. (1987). Effects of advertising communications: Review of research. In J. Sheth (Ed.), Research in Marketing Vol. 9, (pp. 59-117). New York: JAI Press.
Belch, Michael A.. Barhro E. Holgerson, George E. Belch, and Jerry Koppman (1981), Psychophysiological and Cognitive Responses to Sex in Advertising, Advances in Consumer Research. Vol. 9, Andrew A. Mitchell, ed., St. Louis: Association for Consumer Research, 424-427.
Byrne, D. (1977). Social psychology and the study of sexual behavior. Personality and Social Psychology Bulletin. 3. 3-30.
Chang, C. (2012). The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model. Psychology & Marketing, 29(12), 956-967.
Chestnut, R. W., LaChance, C. C., and Lubitz, A. (1977), The Decorative Female Model: Sexual Stimuli and Recognition of Advertisements, Journal of Advertising, 6, (3), pp. 11-14.
Courtney, A.E., & Whipple, T.W. (1983). Sex, stereotyping and advertising. Lexington, MA: Heath
Dudley, S. C. (1999). Consumer attitudes toward nudity in advertising. Journal of Marketing Theory and Practice, 79(4), 89-96.
Edson, E. J. (2004). Imagine yourself in the product. Journal of advertising, 33(2), 37-48.
Garretson, and Niedrich.(2004), Creating Character Trust and Positive Brand Attitudes, Journal of Advertising, 33 (2), p.25-37
Given, D. B. (1983). Love signals. New York: Crown.
Grazer, W. F., & Keesling, G. (1995). The effect of print advertising’s use of sexual themes on brand recall and purchase intention: A product specific investigation of male response. Journal of Applied Business Research, 11(3), 47-58.
Harris, R. J. (1994). The impact of sexually explicit media. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research. Hillsdale, NJ: Erlbaum
Hayes, A. F. (2008). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Jones, M.Y., Stanaland, A.J.S., and Gelb, B.D., 1998. Beefcake and Cheesecake: Insights for Advertisers. Journal of Advertising. 27(2), 33-51.
Lambiase, J., and Reichert, T. (2003). Promises, promises: Exploring erotic rhetoric in sexually oriented advertising. In L. Scott and R. Batra (Eds.), Persuasive Imagery: A Consumer Perspective (pp. 247-266). Mahwah, NJ: Erlbaum.
Lang, A., Dhillon, K, &, & Dong, Q. (1995). The effect of emotional arousal and valence on television viewers’ cognition capacity and memory. Journal of Broadcasting & Electronic Media, 39, 313-327.
LaTour, M. S., & Henthorne, T. L. (1994). Ethical judgments of sexual appeals in print advertising. Journal of advertising, 23(3), 81-90.
LaTour, Michael S. (1990), Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response, Psychology & Marketing, 7 (1), 65-81.
LaTour, Robert E. Pitts, and David C. Snook-Luther (1990), Female Nudity, Arousal, and Ad Response: An Experimental Investigation, Journal of Advertising, 19 (4), 51-62.
Lutz, Kathy A. and Richard J. Lutz (1978), Imagery-Eliciting Strategies: Review and Implications of Research, Advances in Consumer Research, Vol. 5, ed., H. Keith Hunt, Provo, UT: Association for Consumer Research, 611-620.
MacInnis, Deborah J. and Linda L. Price (1987), The Role of Imagery in Information Processing: Review and Extensions, Journal of Consumer Research, 13 (March), 473-491.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Meyers-Levy, J. (1989). Gender differences in information processing: A selectivity interpretation. In Patricia Cafferata and Alice M. Tybout (Eds.), Cognitive and affective responses to advertising (pp. 229-260). Lexington, MA: D.C. Heath.
Mitchell, Andrew A. (1986), The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement, Journal of Consumer Research, 13 (June), 12-24.
O`Connor, P.J., Aylin Baher, Bosco Gong, and Elysc Kane (1986), Recall Levels of Sexuality in Advertising, American Marketing Association Educators` Proceedings, Terence A. Shimp, Subhash Sharma, George John, John A. Quelch, John H. Lindgren, Jr., William Dillon, Meryl Paula Gardner, and Robert F. Dyer, eds., Chicago: American Marketing Association, 2-5.
Peterson, R. A. and Kerin, R. A. (1977), The Female Role in Advertising: Some Experimental Evidence, Journal of Marketing, 41(4), 59-63.
Petrova, P. K., & Cialdini, R. B. (2005). Fluency of consumption imagery and the backfire effects of imagery appeals. Journal of Consumer Research, 32(3), 442-452.
Phillips, D. M. (1996). Anticipating the future: The role of consumption visions in consumer behavior. Advances in consumer research, 23, 70-75.
Phillips, Diane M. (1994), Anticipating the Future: Antecedents and Consequences of Consumption Vision Construction ,working paper. The Pennsylvania State University, University Park, PA 16802.
Phillips, Diane M., Jerry C. Olson, and Hans Baumgartner (1995), Consumption Visions in Consumer Decision Making, in Advances in Consumer Research, vol. 22, Frank Kardes and Mita Sujan, eds., Provo, UT; Association for Consumer Research, 280-284.
Putrevu, S. (2008). Consumer responses toward sexual and nonsexual appeals: The influence of involvement, need for cognition (NFC), and gender. Journal of Advertising, 37(2), 57-70.
Reichert, T. (2002). Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising. Annual Review of Sex Research, 13(1), 241-273.
Reichert, T., & Lambiase, J. (2003). How to get “kissably close”: Examining how advertisers appeal to consumers’ sexual needs and desires. Sexuality and culture, 7(3), 120-136.
Reichert, T., & Lambiase, J. (Eds.). (2002). Sex in advertising: Perspectives on the erotic appeal. Routledge.
Reichert, T., & Ramirez, A. (2000). Defining Sexually Oriented Appeals in Advertising: A Grounded Theory Investigation. Advances in consumer research, 27(1).
Reichert, T., Childers, C. C., & Reid, L. N. (2012). How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising. Journal of Current Issues & Research in Advertising, 33(1), 1-19.
Reichert, T., Heckler, S. E., & Jackson, S. (2001). The effect of sexual social marketing appeals on cognitive processing and persuasion. Journal of Advertising, 30(1), 13-27.
Reichert, T., LaTour, M. S., & Kim, J. Y. (2007). Assessing the influence of gender and sexual self-schema on affective responses to sexual content in advertising. Journal of Current Issues & Research in Advertising, 29(2), 63-77.
Reichert, Tom (2003), “The Prevalence of Sexual Imagery in Ads Targeted to Young Adults,” Journal of Consumer Affairs, 37 (2), 403–412.
Reichert, W. T. (1997). Taking sexually oriented appeals seriously: Can they really be persuasive in social marketing situations? The University of Arizona
Reid, Leonard N. and Lawrence C. Soley (1981), Another Look at the Decorative Female Model: The Recognition of Visual and Verbal Ad Components, in James H. Leigh and Claude R. Martin, Jr. (eds.), Current Issue and Research in Advertising –1981, Ann Arbor: Graduate School of Business Administration, Division of Research, University of Michigan, 123-133.
Richmond D. and Hartman T. P. (1982), Sex Appeal in Advertising, Journal of Advertising Research, 22(5), 53-61.
Sciglimpaglia, Donald, Michael A. Belch, and Richard F. Cain (1978), Demographic and Cognitive Factors Influencing Viewers` Evaluations of `Sexy` Advertisements. Advance in Consumer Research, Vol. 6, William L. Wilkie, ed., Miami Beach: Association for Consumer Research, 62-65.
Severn, Jessica, George E. Belch, and Michael A. Belch (1990), The Effects of Sexual and Nonsexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness, Journal of Advertising, 19 (1), 14–22.
Shanthi, P., & Thiyagarajan, S. (2012). Impact of Viewer`s Perception on Effectiveness of Couple Image Sex Appeal Advertisements. European Journal of Business and Management, 4(1), 11-21.
Simpson, P. M., Horton, S., & Brown, G. (1996). Male nudity in advertisements: A modified replication and extension of gender and product effects. Journal of the Academy of Marketing Science, 24(3), 257-262.
Smith, G. H., & Engel, R. (1968). Influence of a female model on perceived characteristics of an automobile. Proceedings of the 76th Annual Convention of the American Psychological Association, 3, 681-682.
Steadman, Major(1969), How Sexy Illustrations Affect Brand Recall, Journal of Advertising Research, 9(March),15-19.
Sutton, D. H. (2009). Globalizing ideal beauty: how female copywriters of the J. Walter Thompson Advertising Agency redefined beauty for the twentieth century. Palgrave Macmillan.
Walker, Beth A. and Jerry C. Olson (1994), The Activated Self in Consumer Behavior: A Cognitive Structure Perspective, working paper. The Pennsylvania State University, University Park, PA 16802.
Walters, G., Sparks, B., & Herington, C. (2012). The impact of consumption vision and emotion on the tourism consumer’s decision behavior. Journal of Hospitality & Tourism Research, 36(3), 366-389.
Weller, Ralph B., Stanley D. Sibley, and Colin Neuhaus(1982), Experimental Result Concerning the Effect of the Female Model in Television Commercials on Product and Brand Recall, Developments in Marketing Science, Volume 5, Las Vegas: Academy of Marketing Science, 468-472.
Winer, B.J., Brown, D. R., & Michel, K.M. (1991). Statistical principles in experimental design (3rd ed.). New York: McGraw-Hill.
Zhang, Yong (1996). Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising, 25(1), 15-32.

三、 網路部份
<性感男模廣告港人不受落>（2005-9-9）。取自某個山頭討論區
http://roostercastle.servehttp.com/viewthread.php?tid=9335&sid=1RVNoz
描述 碩士
國立政治大學
廣告研究所
101452003
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101452003
資料類型 thesis
dc.contributor.advisor 張卿卿zh_TW
dc.contributor.author (Authors) 姚紅zh_TW
dc.creator (作者) 姚紅zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:32:00 (UTC+8)-
dc.date.available 21-Jul-2014 15:32:00 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:32:00 (UTC+8)-
dc.identifier (Other Identifiers) G0101452003en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67555-
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) 101452003zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 當今廣告常使用性感的模特兒來吸引消費者注意，”sex sells”是大多數廣告商採用性訴求手法的理由，即便該產品的目標族群為女性，廣告商卻不只使用性感女模特兒展示商品，還搭配男模特兒營造情侶親密的景象，企圖讓女性消費者對於使用產品的美好情境加以想像；此外，這些性訴求廣告的產品類型常與「性」有相關，如香水、牛仔褲等，因為產品的類型與廣告所營造之情境可互相搭配，消費者似乎對使用產品的情境就更可以做具體的想像，而產生了消費願景。過去文獻發現女性消費者對廣告中性感的女模特兒可能產生負面之廣告效果，但對於性感但像是情侶般的男女模特兒，其冒犯感反而較低、喜好度也較高，本研究欲探討模特兒的性別組合是否受到產品類型的調節而影響女性消費者的一般、性相關消費願景；不同模特兒的性別組合搭配不同產品類型時，女性消費者產生的一般、性相關的消費願景是否進而影響性訴求廣告的廣告效果。
本研究採用2x2之因子設計實驗法，自變項為「模特兒使用（情侶vs. 女）」；調節變項為「產品類型（與性相關vs.與性無關）」；中介變項為「消費願景」，包括一般效果及性相關的效果；依變項為「廣告效果」，包括「廣告態度」、「產品態度」和「購買意圖」，將實驗分為四組，進行ANOVA分析。
研究結果發現，模特兒性別組合與產品類型的交互作用並未顯著影響廣告態度及消費願景，但以簡單層次比較，當產品與性有關時，使用情侶為模特兒的廣告態度確實較使用女性模特兒好，而產品態度及購買意圖無差異；而消費願景效果中，使用情侶為模特兒的效果也較使用女性模特兒有更好的性相關消費願景，但一般的消費願景則無顯著差異。另一方面，當產品與性無關時，使用情侶或女性為模特兒所產生的廣告效果及消費願景無顯著差異，符合本研究之假設。此外，本研究也發現當產品與性有相關時，「模特兒性別組合」、「性相關消費願景」及「廣告態度」之間存在中介效果。		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 研究問題與目的 3
第二章 文獻探討 5
第一節 性訴求廣告 5
第二節 廣告模特兒性別組合對性訴求廣告之效果影響 7
第三節 產品類型對性訴求廣告之效果影響 9
第四節 產品類型對性訴求廣告中模特兒性別組合之調節作用 11
第三章 研究方法 17
第一節 研究架構 17
第二節 實驗設計 18
第三節 前測 19
第四節 研究變項與操作型定義 32
第五節 正式實驗流程與問卷設計 35
第四章 資料分析 37
第一節 實驗受測者樣本分佈 37
第二節 量表信度檢驗 37
第三節 變項操弄及前提操弄檢定 39
第四節 假設檢定 46
第五節 其他發現 53
第六節 小結 55
第五章 研究結論 57
第一節 發現與討論 57
第二節 預期貢獻與未來研究 59
第三節 研究限制 61
參考文獻 63
附錄 71		zh_TW
dc.format.extent 1269266 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/#G0101452003en_US
dc.subject (關鍵詞) 性訴求廣告zh_TW
dc.subject (關鍵詞) 模特兒性別組合zh_TW
dc.subject (關鍵詞) 消費願景zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.title (題名) 閃光有理，性感無罪！ 性訴求廣告模特兒性別組合、產品類型對於消費願景與廣告效果之影響zh_TW
dc.title (題名) Sex Appeal in Advertising: The Influence of Gender Combination of Models and Product on Consumption Visions and Advertising Effectiveness.en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文部份
江惠蘭（2003）。不同性刺激形式所引發的性幻想程度對廣告效果之影響。國立中央大學企業管理研究所碩士論文。

二、 英文部份
Adaval, R., & Wyer Jr, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), 207-245.
Baker, Micheal J. and Gilbert A. Churchill, Jr. (1977), The Impact of Physically Attractive Models on Advertising Evaluation, Journal of Marketing Research, 14 (November),538-555.
Belch, G. E., Belch, M. A., & Villarreal, A. (1987). Effects of advertising communications: Review of research. In J. Sheth (Ed.), Research in Marketing Vol. 9, (pp. 59-117). New York: JAI Press.
Belch, Michael A.. Barhro E. Holgerson, George E. Belch, and Jerry Koppman (1981), Psychophysiological and Cognitive Responses to Sex in Advertising, Advances in Consumer Research. Vol. 9, Andrew A. Mitchell, ed., St. Louis: Association for Consumer Research, 424-427.
Byrne, D. (1977). Social psychology and the study of sexual behavior. Personality and Social Psychology Bulletin. 3. 3-30.
Chang, C. (2012). The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model. Psychology & Marketing, 29(12), 956-967.
Chestnut, R. W., LaChance, C. C., and Lubitz, A. (1977), The Decorative Female Model: Sexual Stimuli and Recognition of Advertisements, Journal of Advertising, 6, (3), pp. 11-14.
Courtney, A.E., & Whipple, T.W. (1983). Sex, stereotyping and advertising. Lexington, MA: Heath
Dudley, S. C. (1999). Consumer attitudes toward nudity in advertising. Journal of Marketing Theory and Practice, 79(4), 89-96.
Edson, E. J. (2004). Imagine yourself in the product. Journal of advertising, 33(2), 37-48.
Garretson, and Niedrich.(2004), Creating Character Trust and Positive Brand Attitudes, Journal of Advertising, 33 (2), p.25-37
Given, D. B. (1983). Love signals. New York: Crown.
Grazer, W. F., & Keesling, G. (1995). The effect of print advertising’s use of sexual themes on brand recall and purchase intention: A product specific investigation of male response. Journal of Applied Business Research, 11(3), 47-58.
Harris, R. J. (1994). The impact of sexually explicit media. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research. Hillsdale, NJ: Erlbaum
Hayes, A. F. (2008). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Jones, M.Y., Stanaland, A.J.S., and Gelb, B.D., 1998. Beefcake and Cheesecake: Insights for Advertisers. Journal of Advertising. 27(2), 33-51.
Lambiase, J., and Reichert, T. (2003). Promises, promises: Exploring erotic rhetoric in sexually oriented advertising. In L. Scott and R. Batra (Eds.), Persuasive Imagery: A Consumer Perspective (pp. 247-266). Mahwah, NJ: Erlbaum.
Lang, A., Dhillon, K, &, & Dong, Q. (1995). The effect of emotional arousal and valence on television viewers’ cognition capacity and memory. Journal of Broadcasting & Electronic Media, 39, 313-327.
LaTour, M. S., & Henthorne, T. L. (1994). Ethical judgments of sexual appeals in print advertising. Journal of advertising, 23(3), 81-90.
LaTour, Michael S. (1990), Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response, Psychology & Marketing, 7 (1), 65-81.
LaTour, Robert E. Pitts, and David C. Snook-Luther (1990), Female Nudity, Arousal, and Ad Response: An Experimental Investigation, Journal of Advertising, 19 (4), 51-62.
Lutz, Kathy A. and Richard J. Lutz (1978), Imagery-Eliciting Strategies: Review and Implications of Research, Advances in Consumer Research, Vol. 5, ed., H. Keith Hunt, Provo, UT: Association for Consumer Research, 611-620.
MacInnis, Deborah J. and Linda L. Price (1987), The Role of Imagery in Information Processing: Review and Extensions, Journal of Consumer Research, 13 (March), 473-491.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Meyers-Levy, J. (1989). Gender differences in information processing: A selectivity interpretation. In Patricia Cafferata and Alice M. Tybout (Eds.), Cognitive and affective responses to advertising (pp. 229-260). Lexington, MA: D.C. Heath.
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