圖片心像化與圖文配適程度之平面廣告效果研究

Abstract

平面廣告在現今社會是重要的行銷溝通媒介之一，不論實體產品或無形服務，可透過廣告傳達商品的利益與價值。構成平面廣告最重要的兩個元素即為圖片和文字，如何適當地將此兩元素巧妙結合來達到廣告效果，在消費者心中產生記憶與態度，是一項重要的議題。本研究試圖探討服務業如旅遊業的平面廣告中圖片類型和文字與圖片配適程度對廣告效果（以廣告回憶、廣告態度、商品態度和進一步了解的意願來衡量）的影響。 本研究採用二因子實驗設計，以「圖片類型」和「文字與圖片配適程度」為自變數，分成「心像化」和「非心像化」兩種圖片類型，「完全一致」、「中度不一致」和「完全不一致」三種文字與圖片配適程度；共六個實驗組，並以臺灣大學和政治大學大學部學生作為施測對象，來進行實證研究。 研究結果發現： 一、圖片類型對廣告效果有顯著的影響，採用心像化圖片會比非心像化圖片產生較佳的廣告效果，且主要影響在「商品態度」層面上。 二、文字與圖片配適程度對廣告效果有顯著的影響，在配適程度為完全不一致時會比完全一致或中度不一致產生較多的廣告回憶且記憶內容多與文字有關。 三、圖片類型和配適程度具有交互效果。在心像化圖片類型下，配適程度完全不一致會比完全一致或中度不一致產生較多的廣告記憶，且記憶內容多與文字有關；在配適程度為完全一致時，非心像化圖片會比心像化圖片產生較多的廣告記憶，且記憶內容多與文字有關；在配適程度為完全不一致時，心像化圖片會比非心像化圖片產生較佳的廣告態度、商品態度和進一步了解的意願。

Print advertisement is one of the important marketing communication tools, and it can convey merchandises’ benefit and value whether it is a physical product or impalpable service. Picture and words are the most important elements of print advertisement. This study explores the effects of picture types and word/picture concruency in print media on advertising effectiveness (including recall, attitude toward the ad, attitude toward the product, and acquaintance intention). Using college students at National Taiwan University and National Chengchi University as respondents, a 2×2 between subject experimental design was conducted. Independent varialbles were picture type (visualization versus non-visualization) and verbal/picture matching (full-congruency versus middle-congruency versus full-incongruency). The conclusions are as follows: 1. Picture type significantly influences the advertising effectiveness. Print advertisement with visualized picture results in higher level of attitude toward the product than non-visualized picture. 2. The verbal/visual matching significantly influences the advertising effectiveness. Print advertisement with verbal/visual full-incongruency results in higher level of recall than full-congruency or middle-congruency. 3. The picture type and the verbal/visual matching have interaction on advertising effectiveness. As for visualized picture type, print advertisement with verbal/visual full-incongruency results in higher level of recall than full-congruency or middle-incongruency. As for verbal/visual full-congruency, print advertisement with non-visualized picture results in higher level of recall than visualized picture. As for verbal/visual full-incongruency, print advertisement with visualized picture results in higher attitude toward the ad, attitude toward the product and acquaintance intention than non-visualized picture.