請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38715
標題: | 廣告圖片的多重角色:圖片與產品屬性之相關性,論點之具體程度與涉入程度對勸服之影響 The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion |
作者: | Szu-Hung Wang 王思閎 |
指導教授: | 簡怡雯(Yi-Wen Chien) |
關鍵字: | 多重角色,圖片,勸服, Multiple Roles,Picture,Persuasion, |
出版年 : | 2005 |
學位: | 碩士 |
摘要: | In our daily life, persuasive messages exert a strong influence on people’s consumption behavior. Within persuasive messages, pictures often play an important role. However, a common advertisement usually consists of visual and verbal elements. The degree of informational overlap between the ad’s pictorial and argument elements may result in different effect of pictures. At one extreme, pictures can be totally superfluous when arguments are concrete and communicate the same information with pictures. At the other end of this continuum, pictures can convey product information which is not provided by the arguments at all. This study examines how the picture influences the persuasion process moderated by involvement and argument concreteness.
The results show that when involvement is high, pictures conveying highly attribute-relevant information do evoke more favorable attitude toward product’s attribute and toward overall product than pictures conveying low attribute-relevant information. Further more, when elaboration likelihood is high, low attribute-relevant pictures don’t have effect on persuasion whereas highly attribute-relevant pictures will have greater impact on persuasion with abstract than concrete arguments. Nevertheless, when elaboration likelihood is low, pictures will induce favorable attitudes toward the product as long as the picture is rated positively. The concreteness of argument and the relevance of a picture to the product do not matter. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38715 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-94-1.pdf 目前未授權公開取用 | 6.14 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。