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

Abstract

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.