廣告背景音樂熟悉度、歌曲形式與廣告訊息呈現方式對廣告記憶效果之影響

Abstract

兼具視覺及聽覺效果的影音廣告在實務上非常常見，實務上廣告廠商經常以與廣告或產品無關的熱門流行歌曲作為廣告中的背景音樂，且搭配旁白來傳遞品牌或產品訊息。在觀看此類廣告時，觀眾可能對於聽到的流行歌曲和歌聲非常熟悉而引起了對廣告的注意，然而觀眾聽覺上除了聽到歌聲以外，也聽到了旁白的解說產品或品牌訊息的聲音，如此情境之下的廣告效果為何？目前在廣告音樂的學術研究並未曾有同時探討熟悉、歌聲形式的背景音樂以及透過旁白傳遞訊息的研究的廣告效果，因此構成了本研究的動機。 本研究以「廣告背景音樂熟悉度」、「廣告背景音樂歌曲形式—歌聲或伴奏」與「廣告訊息呈現方式—旁白或字幕」為最主要的核心變數，採用三因子（2 x 2 x 2）設計，透過前側挑選出具有代表性的熟悉與不熟悉歌曲，並挑選適當的廣告來製造出八組實驗情境，測驗受測者對廣告記憶和注意力的主要效果和交互效果。實驗結果如下：(1)廣告記憶效果不因廣告背景音樂熟悉度而有差異，但受測者對熟悉廣告背景音樂有較高廣告注意力。(2) 歌聲形式的廣告背景音樂會導致較高的產品辨識度。(3) 使用旁白的廣告記憶效果比使用字幕好。 (4) 在熟悉的背景音樂環境下，若廣告背景音樂有歌聲，搭配旁白傳達廣告訊息，產品屬性辨識度較搭配字幕高。(5) 在不熟悉的背景音樂環境下，若廣告背景音樂為伴奏無歌聲，搭配旁白來傳遞廣告訊息的產品屬性辨識度較搭配字幕高。整體而言，本研究整合廣告領域、心理學領域的相關研究，推論假設並進行驗證及分析，對廣告音樂研究開展了一個新的面向，且也對實務廣告操作上提出一些方向建議。

Commercials with both sound and visual effects are very common in life. Nowadays, many advertisers use pop music that is irrelevant to ad/product messages in their commercials, and at the same time they also use an announcer to deliver the brand/product messages. However, when the audience hears both the “vocal” in the music and the “voice” of the announcer in the commercial, what are the overall memory effects of combining these executional cues? Is this really an effective way to increase the brand/product memory of the audience? Given that there seems a gap between the practices and adcademic researches in the advertising field on this topic, this research aims to discover the main memory effects as well as interaction effects of the three factors: music familiarity, formats of background music (vocal and instrumental), and formats of ad message (voice messages and written messages). In order to test the memory of the participants, this research takes a 2 x 2 x 2 approach, using a pretest to choose two songs as experiment materials to represent the familiar and the unfamiliar song respectively, and also choosing a real commercial to set up 8 different situations. This research finds that: (1) There is no significant difference of the ad memory effects between familiar and of unfamiliar music, whereas the familiar music situtations have a higher score of ad attention. (2) Compared with instrumental music, music with a vocal will lead to higher score of product recognition. (3) The ad memory of the situations with an announcer’s voice delivering ad messages is higher than that of situations with written ad messages. (4) When the ad music is familiar, if there is also vocal in the music, the score of product recognition is higher if the ad messages are delivered by an announcer, than through written words. (5) When the ad music is unfamiliar, if the music is instrumental without a vocal, the score of product recognition is higher if the ad messages are delivered by an announcer, than through written words. In general, this research explores a new topic in terms of the adcademic researches of ad music. After testing its hypothesis based on its compararison of the results of previous literatures, it has some findings and also provides some suggestions for the execution of commercials in real practices.