本研究主要目的在探討不同廣告策略與分類方式(廣告訊息策略、廣告執行策略、傳統vs.現代兩分類方式)對廣告溝通效果(回憶率、喜好度、說服力及購買意願)的影響、其次探討究竟哪一知覺因素有較佳的廣告效果。 分析資料則採用精實行銷公司所提供的資料庫，該資料庫搜集二年來共122支廣告片，訪問一萬六千位以上受試者對受試廣告的態度與反應，此外，亦獲得潤利公司提供廣告量資料。利用內容分析法將廣告歸類後，根據資料庫數據，經由統計分析後，有以下幾項結論。 1. 廣告量的確會影響訊息回憶率。 2. 消費者對傳統類型的廣告(例：大自然、感性訴求)的喜好度要高過現代類型的廣告(例：產品利益、個人獨立等)。 3. 消費者對情感式訴求類型的廣告說服力要高過資訊式訴求類型的廣告。 4. 相較於故事導向與產品導向，技術導向與個人導向手法的廣告較能引起觀眾的購買意願。而傳統類型的廣告其購買意願亦高於現代類型。 5. 除了上述的發現外，訊息創新度與訊息複雜度亦是影響喜好度、說服力及購買意願的關鍵因素。 6. 知覺因素中“Amusing”是七群中在印象深刻度、喜好度、說服力及購買意願上表現較佳者。而“Informative”則是在購買意願上表現最高。 上述結論，可供公司在擬定廣告策略時的重要依據，採用目前較受消費者青睞的廣告策略，此外，公司更應重視訊息創新以期在消費者心中留下深刻印象。 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 4 第二章 文獻探討 6 第一節 廣告效果 6 第二節 訊息回憶率 10 一、關於記憶的理論 10 二、有效次數 13 三、使用訊息回憶率的缺點 17 第三節 喜好程度 21 一、雙元模型 21 二、文獻實證結果 23 第四節 說服力 28 一、說服力相關理論 28 二、相關實證文獻 32 第五節 回憶率、喜好度與說服力間的爭論 33 第六節 廣告策略 35 一、廣告執行策略 35 二、廣告訊息策略 38 三、傳統訴求方式 vs. 現代化西方訴求方式 41 第三章 研究方法 43 第一節 研究架構 43 第二節 變數定義與衡量 47 一、第一部份 47 二、第二部份 49 三、第三部份 51 第三節 內容分析法 52 一、樣本 53 二、建構類目與分析單元 53 三、分析過程 54 第四章 研究結果 63 第一節 資料結構 63 一、產品分類與品牌延伸情形 63 二、內容分析結果 65 第二節 廣告溝通效果探討 71 一、訊息回憶率 72 二、廣告喜好程度 76 三、廣告說服力 84 四、廣告購買意願 90 第三節 知覺因素的探討 99 第五章 結論與建議 111 第一節 結論 111 一、廣告量對訊息回憶率的影響 111 二、廣告策略與分類對廣告溝通效果的影響 111 三、知覺因素探討 114 第二節 行銷建議 116 第二節 研究限制 131 參考書目 132 一、中文參考文獻 132 二、英文參考文獻 133 附錄一：廣告片資料與分類 141 1. 產品與廣告片名 141 2. 產品分類 147 3. 品牌延伸情形 149 附錄二：訪問問卷 151 附錄三：知覺因素整理 159 一、 正面知覺因素(以和信輕鬆打該週為例) 159 二、負面知覺因素 161 附錄四：知覺因素歸納情形 163 附錄五：集群分析 166 / The major object of this article is to analysis communication effect(message recall rate, liking, persuasiveness, purchase intention )of different advertising strategy( advertising message strategy, advertising execution strategy, traditional vs. modern advertising appeals ). The data source is provided from Harris Corp in Taiwan. There are 122 advertisements in this database which collect the attitude and response of 16,000 respondents. Besides, we also get advertising weight for each ad. provided from Zu-Li company. After content analysis and statistical analysis, there are several conclusions as follows. 1. Higher advertising weight actually lead to higher message recall rate. 2. Consumers in Taiwan prefer traditional appeals advertisement ,such as “nature”、 “soft-sell”appeals, than modern appeals ones as “product benefit”and “independent, individual”. 3. Compared with information message strategy, consumers in Taiwan are more easily persuaded by transformational message strategy. 4. Different execution strategies affect consumer’s purchase intention. Especially, technology-oriented ads and individual-oriented ads get better result. Besides, we also find the purchase intention of traditional appeals ads is higher than modern appeals ones. 5. Most importantly, message novelty and message complexity are key reasons affecting liking, persuasiveness and purchase intention. 6. Among 9 kinds of perception factors sorted by Aaker and Stayman, “Amusing ”are best performance on impressiveness, liking, persuasiveness and purchase intention. According above conclusions, this article provide good reference to make good advertising decision. Finally, don’t forget and neglect the importance of message novelty.

廣告的目的，是用來與「目標消費者」進行訊息溝通與傳達，而不是自我藝術美感的創作與表達。廣告的內容，是將「廣告訊息」，藉由編碼，正確的傳遞給目標消費者（閱聽人）。而有說服力的廣告，就會是可以幫助銷售的好廣告。在消費者對於廣告解讀的論述中，出現了許多影響訊息說服與溝通的閱聽人的心理意識，包括了消費者的特質、生活型態、價值觀，文化、社會認同、社會地位、群體同儕、品味、成就、以及夢想等。越能以這些因素，引起閱聽人共鳴，就能夠越容易完成訊息傳遞的目的。 而這些心理意識，就是「內團體意識」中，區分內、外團體的歸因要素。有了情感上的歸屬，訊息傳遞就可以比較容易。電視廣告在「內團體意識」的包裝下，消費者（想要）及（接受）的心理因素不斷的被提到，被群體「認同」的需求，一再的被滿足，期望一再的被塑造。隨著「內團體意識」的表現，在經歷了認知、情感、行為三個階段後，溝通目的才開始清楚的完成。 　　為瞭解「內團體意識」如何建構電視廣告訊息？有何表現上的可歸納的操作指標，本研究以內容分析法，選擇自1980年～現今2009年之間，具有「內團體意識」表現方式的電視廣告影片110支，以年代別及FCB模式商品分類別兩種方式，進行包括表達元素、表達形式、背景歸因、社會歸因、文化歸因、生活風格歸因、個體歸因等相關要素的表現分析與研究。 研究整理後發現，「內團體意識」在電視廣告訊息的表現中，以「情感認同」為核心，藉由「滿足需求」、「消費描述」及「建構想像」做為基本創意概念。另外，電視廣告片中大多必要且慣用「內團體意識」，甚至在許多的電視廣告中，會有一個或多個內團體意識的歸因元素同時存在。部份內團體意識，只是創意與橋段的表現，與原本要訴求對象的「團體意識」並不會衝突。最後也發現，似乎越是特殊的商品或勞務，就越需要使用「內團體意識」，來做為電視廣告中重要溝通核心。 關鍵字：內團體意識、廣告表現、團體認同、廣告訴求、團體偏私、核心概念、訊息解讀、情感認同、歸因要素、背景歸因、社會歸因、文化歸因、生活型態、個體歸因、廣告創意、訊息策略、說服理論。 / The intention of advertisement is to provide a message to the targeted consumer and communicate rather than a presentation of individual expression and creativity. The core meaning of an advertisement is to transfer a key message embedded with advertising means successfully to its target receiver; furthermore, an outstanding advertisement will be able to fulfill the intention of marketing and sales. An exposition regarding consumer advertisement decoding denoted numerous variables that potentially alter the protocol of message receiver and his way of interpreting a message. This includes an individual consumer’s characteristic, lifestyle, value, culture, social acceptance, social status, social circle, taste, accomplishment, and vision. Messages embedded with such variables tend to create sympathy between the message and the receiver; as a result, creates a psychological bonding in which grows more powerful whenever a new variable reaches its echo with the receiver. Such psychological behaviors are the essential attributes differentiating the in-group consciousness from out-group consciousness of an individual. With a sentimental bonding, messages can be transmitted more accurately and efficiently. Television advertisement exercise constant implicit of this in-group conscious behavior, by repeating intimation of “desire” and “acceptance” to the receiver, continuous fulfillment of ones the necessitate aspiration, and constant creation of expectation. As the realization of the in-group consciousness continues, the purpose of communication is only fully accomplished after an individual have gone through acknowledgement, emotion, and into action. To understand how in-group consciousness establishes and executes television ad messages and its protocols. This research suggested using content analysis; by selecting 110 Television ad clips that possesses in-group consciousness implementation in between 1980 to 2009 and analyze them in two ways–era differentiation and product type under FCB protocol. This study focused on observing and analyzing the performance of variables such as expressing element, expressing form, background, social, cultural, lifestyle, individual attributes, and other related elements. 　　After the compilation of results, this research suggests that most television ads exercise in-group consciousness intentionally to create a common attribute among its listeners. By establishing sensational acceptance as the core criteria, advertisements then elaborates on other attributes such as satisfying needs, consuming behavior, and image establishment to create the basic concept of creativity. Furthermore, this research shows that a large number of advertisements exercise one or more in-group consciousness attribute within them. Some of the in-group consciousness exercised in ads is portrayed simply due to creative and plotting needs and doesn’t actually create a conflict with the central in-group consciously. This research also found that the more unique or special a product or service is, the more dependant its advertisement will be on in-group consciousness. Keywords: in-group consciousness, advertisement performance, group acceptance, advertisement requirements, group favoritism, core concept, message interpretation, emotional acceptance, attributes factor, background attribute, social attribute, cultural attribute, lifestyle, individual attribute, advertisement creativity, message tactic, persuading theory.