女性產品廣告代言人性別、美感類型與產品形象搭配之廣告效果

Abstract

實務界上，我們發現偶有男性代言人代言純女性產品的例子，過去學者對於廣告代言人性別和產品性別的搭配研究，看法相當分歧，有些學者認為性別一致的效果較好，有些學者則認為性別不一致的效果較好，因此本研究針對完全單一性別產品---女性產品與代言人性別間的關係加以比較，並且嘗試提出性別搭配對於廣告效果的影響小於代言人其他特質和產品特質的搭配效果，综合而言，本研究目的為探討廣告代言人的美感和產品形象的搭配作用，以及廣告代言人的性別在廣告中所具有的影響力。 本研究之自變數分為三類：第一類為代言人的性別（男、女），第二類為代言人美感類型（性感嫵媚、甜美可愛），第三類為產品形象（性感嫵媚、甜美可愛），而依變數為廣告態度、產品態度以及購買意願。故整體為組間變異之2×2×2 MANOVA分析。研究所得結論如下： 1.代言人性別對廣告效果有顯著的差異：在女性產品下，女性代言 人的廣告效果較男性代言人為佳。 2.代言人性別和產品形象對廣告效果存在交互作用 3.代言人美感特質和產品形象存在交互作用 4.代言人美感特質和產品形象的搭配作用對廣告態度的影響力相較 於代言人性別的對廣告態度的影響力來的大。

Female product endorsed by male spokespersons has turned into a popular promoting technique nowadays. Early (Previous) researches in the gender image of the product and the spokesperson’s sex generated two diverse viewpoints. Some studies supported the match-up hypothesis, whereby a product’s gender image and spokesperson congruence result in high product and advertising evaluations. Nevertheless, others supported the mismatch hypothesis. The aim of my study is to investigate the relationship between a completely unique gender product – a female-gender product, which only female can use, and the sex of spokesperson. It also attempts to compare the effect sizes of gender congruency with the congruency between spokesperson’s attribute and product’s attribute. In conclusion, the objective of this study is to verify the match-up effect between spokespersons’ attractiveness and products’ image, and the effect of spokesperson’s sex in the female-gender product’s advertising. Three major independent variables are introduced in this paper. One is the spokesperson’s sex（female vs. male）, another is the spokesperson’s attractive type（sexy vs. cute）,and the other is the product’s Image（sexy vs. cute）.The dependent variables are advertisement attitude, product attitude and purchase intent. The experiment is constructed from a 2×2×2 MANOVA analysis. Results draw the following conclusions: 1.The sex of spokesperson has significant effect on advertising. In female-gender product, the advertising effect is more favorable with a female spokesperson than a male spokesperson. 2.There is an interaction effect between spokesperson’s sex and product’s image. 3.There is an interaction effect between spokesperson’s attractive type and product’s image. 4.The match-up effect between spokesperson’s attractive type and product’s image toward advertising attitude is greater than the effect of spokesperson’s sex.