背景音樂不一致性和指標性對廣告效果影響之研究

Abstract

為了讓消費者留下深刻印象，愈來愈多的廣告，開始採用各種「不一致」的手法以製造另類驚喜的效果，而指標性背景音樂之採用，也屢見不鮮。因此，本研究欲探討廣告背景音樂-訊息不一致性和廣告音樂指標性高低對消費者意識到之幽默、正面情緒、對廣告之注意力、廣告態度和品牌態度之影響，剪輯2×2 (廣告音樂-訊息不一致性高/低 × 廣告音樂指標性高/低)，共四組廣告影片進行研究，以大學生和研究生為主要研究對象，並使用LISREL為模型分析工具。 研究結果顯示，廣告音樂-訊息之不一致性，未必能夠成功地引起消費者幽默之感受，且廣告音樂-訊息之不一致性，將會減低正面情緒，對於廣告態度，亦有不良影響;若廣告背景音樂具有高指標性，則可提升廣告整體注意力，並有助於產生正面情緒。同時，幽默對廣告之整體注意力之增加有一定程度的幫助，並可產生正面情緒，若對廣告之整體注意力愈高，能夠引起正面情緒的程度也愈強烈，而正面情緒的產生，有助於正面廣告態度的形成，最後，廣告態度對於品牌態度有直接且重要的影響。

Nowadays, in order to build a deep and surprising impression in consumers' mind , more and more firms are starting to use the「incongruity」method in advertisement. What’s more, the use of high indexicality background music in advertisement also becomes a very popular marketing strategy. The purpose of this research is to find out the influence of background music-message incongruity and music indexicality on perceived humor、positive emotions、attention to the advertisement、attitudes toward the advertisement and attitudes toward the brand. Therefore, we design 2 × 2 (music-message incongruity high / low × music indexicality high / low), which total four versions of TV advertisements, to conduct the research. Most of the samples are college students and graduate students, and we use LISREL to analyze the model. Consequently, we find that music-message incongruity doesn’t necessarily arouse the consumers’ feeling of humor. Also, music-message incongruity decrease positive emotions, and it also has direct negative effect on attitudes toward the advertisement. On the other hand, when the indexicality of the music is high, the consumers pay more attention to the advertisement and have positive emotions in their mind. Moreover, humor is helpful to increase attention to the advertisement and arouse the consumers’ positive emotions. If attention to the advertisement is high, positive emotions would also be strong. Positive emotions can also bring positive attitudes toward the advertisement. Finally, we prove that the more positive attitudes toward the advertisement would result in more positive attitudes toward the brand.