懷舊音樂之廣告效果研究-產品能見度及論點品質之干擾作用

Abstract

電視廣告結合了視覺與聽覺的呈現，而廣告音樂主宰了消費者聽覺部分的感受，不同類型的音樂能激起消費者不同的感受，因此廣告經常運用音樂達成推波助瀾的效果。而全球吹起的一股懷舊風，使許多行銷活動開始採用懷舊訴求，懷舊音樂也開始使用在電視廣告中，然而懷舊相關的研究雖然很多，但針對懷舊音樂如何影響廣告效果的研究卻相當稀少。因此本研究將以廣告懷舊音樂為主軸進行探討。 在整理音樂及懷舊相關文獻後，發現產品能見度與懷舊情感對消費者可能產生相同效果，因此將產品能見度作為產品類型的分類指標；而懷舊情感和音樂皆屬ELM模型中邊陲線索，對消費者的訊息處理的干擾程度也值得進一步觀察，因此將廣告的論點品質也列入實驗變數。 研究中以音樂懷舊感、產品能見度及論點品質為自變數，廣告態度、產品態度及購買意願為應變數。實驗對象主要為大學生，實驗共分為八組，每組各觀看一支實驗廣告並進行問卷填答，研究主要發現如下： 一、 電視廣告中懷舊音樂並不會直接產生正面的廣告效果，必須考慮到產品能見度的干擾作用。 二、 高能見度產品滿足的是消費者在社會認同上的需求，因此與懷舊音樂搭配時會產生較好的廣告態度。 三、 除了文字訊息，電視廣告的劇情甚至品牌本身都提供了消費者訊息處理的線索。當品牌具有一定知名度時，消費者會自動賦予產品基本屬性，將注意力放在產品提供的附加屬性。

TV ads combine visual and auditory presentation. While the music in advertisements dominate the consumer’s hearing feelings, different types of music can arouse different feelings, therefore advertisement often use music to reach the effect of adding fuel to the flames. The global wind blowing in a nostalgic, many marketing campaigns began to use nostalgic appeal. Although there are many nostalgia related research, but study for nostalgic music can influence advertising effectiveness is rather sparse. This study will show how nostalgic music influent the advertisement effect. After some reviews of the literature, we found that product visibility and nostalgic feelings of consumers may have the same effect, so we use product visibility as the product types of classification indicators. Nostalgic feelings and music are source of peripheral cues in the ELM model. How do the peripheral cues moderate the message processing progress is also worth of further observation, and the quality of argument is also included in the variables. We use nostalgic feelings, product visibility and argument quality as independent variables; ad attitude, product attitude and purchase intension as dependant variables. The main subjects are college students, experiment is divided into eight groups, each group will watch one of the advertisement video and conducted a questionnaire, the study found as follows: I. Nostalgic music will not directly have a positive advertising effect, must take into account the role of product visibility interference. II. High-visibility products satisfy the consumers’ needs of social recognization, so it will lead to a better attitude of advertising with nostalgic music. III. In addition to text messages, television ads have been providing consumers with many sources of clues to plot the brand message. When advertisement is about a famous brand, consumers will automatically give the basic product attributes, will focus on the provision of additional product attributes.