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    題名: 敘事廣告副文本放置有無與時間點對品牌態度之影響-以感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度為中介
    The Effects of Paratext and Placement Timing in Narrative Advertising on Brand Attitudes : Perceived Message Validity, Inferences of Manipulative Intent, Transportation, and Ad Attitude as Mediators
    作者: 吳羽涵
    Wu, Yu Han
    貢獻者: 張卿卿
    Chang, Ching Ching
    吳羽涵
    Wu, Yu Han
    關鍵詞: 廣告副文本
    感知真實性
    操弄意圖推論
    轉移
    廣告效果
    日期: 2017
    上傳時間: 2017-08-10 10:21:35 (UTC+8)
    摘要:   近年許多廣告主藉由微電影形式的敘事廣告(narrative advertising)行銷品牌或產品,其中有些敘事廣告中會標示「真實故事改編」的影片字卡,試圖增加廣告內容的真實性。本研究進一步將標示真實性的廣告影片字卡稱為「廣告副文本」,並根據實務觀察發現廣告副文本可以分為「在廣告播放前出現」和「在廣告播放後出現」兩種放置時間點。而學術界仍缺乏敘事廣告副文本的相關研究,因此本研究將以「廣告副文本放置有無與時間點」此變項切入,探討敘事廣告是否標示副文本或在不同時間點標示副文本,將如何影響感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度和品牌態度等廣告說服效果,並試圖發展廣告副文本藉由中介變項影響品牌態度之連續中介模型。

      本研究使用單因子實驗設計(廣告副文本放置有無與時間點:副文本在前/副文本在後/無副文本),研究發現「副文本在後」感知廣告真實性程度顯著高於「無副文本」。此外,「副文本在後」相較「副文本在前」能產生更高的感知廣告真實性、更低廣告操弄意圖推論和更佳的廣告態度。本研究也證實「副文本在後」對「品牌態度」能產生正向影響,是透過感知廣告真實性、廣告操弄意圖推論、轉移和廣告態度的完全中介。由此可見,三個版本中以「副文本在後」有較佳的說服效果,而且確實能增強廣告的真實性,並進而改變受試者心理機制和提升廣告效果。
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    104464007
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1044640071
    資料類型: thesis
    顯示於類別:[傳播學院傳播碩士學位學程] 學位論文

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