Bakgrund: Det finns problem kring att avgöra exakt hur effektiva reklamkampanjer är. TV-reklam är det mest inflytelserika mediet och fastän det inte finns belägg för att det direkt leder till något köp så kan det leda till att TV-reklamen förblir i vårt medvetande. Det finns därmed ett behov av att förstå vilka faktorer och strategier som anses vara effektiva i konsumentens ögon.  Syften: Studien har som ändamål att identifiera och undersöka potentiella faktorer bakom effektiv TV-reklam, samt utöka förståelsen utifrån konsumenters synsätt. Studien utforskar även konsumenters vana att undvika TV-reklam och om denna vana upplevs annorlunda när de exponeras för in-stream video ads i stället.  Teorier: Den tidigare forskningen har anknytning till fyra faktorer som ligger i grund för studien. De fyra faktorerna är Kreativitet, Moment-to-Moment (EV & IV), Brand Image och Celebrity Endorsement. Studien utgår även ifrån tidigare forskning kring konsumenters vana att undvika TV-reklam.  Metod: En kvalitativ studie där fokusgrupper har använts som forskningsmetod. En deduktiv ansats har tillämpats. Urvalet bestod av studenter från Södertörns Högskola.  Slutsats: Vissa potentiella faktorer bakom effektiv TV-reklam var mer effektiva än andra. Celebrity Endorsement och Brand Image ansågs leda till ett faktiskt köp medan de andra faktorerna endast visade sig påverka intention kring köp. Konsumenter om de får möjligheten väljer att undvika TV-reklam i stor utsträckning av anledningen att det är irriterande och stör handlingen. Reklam undveks mer på traditionell TV än på in-stream video ads av anledning att TV-reklampausen varar längre.                                          Begrepp: När begreppet konsument nämns hänvisar vi till personer som exponeras för TV-reklamen, alltså inte de som köper produkten utan de som konsumerar marknadsföringens innehåll. In-stream video ads innefattar TV-reklam som koncept överfört till internet. / Background: There are problems with determining exactly how effective advertising campaigns are. TV advertising is the most influential medium and although there is no evidence that it directly leads to any purchase, it can lead to TV commercials remaining in our consciousness. There is thus a need to understand which factors and strategies are considered effective in the eyes of the consumer. Purpose: The purpose of the study is to identify and investigate potential factors behind effective television advertising and expand understanding from the perspective of consumers. The report also explores consumers' habit of avoiding TV commercials and whether this habit is experienced differently when exposed to in-stream video ads instead. Theories: The study is based on previous research and this research is related to four factors that form the basis of the study. The four factors are Creativity, Moment-to-Moment (EV & IV), Brand Image and Celebrity Endorsement. The study is also based on previous research concerning consumers' habit of avoiding TV commercials. Methods: A qualitative study where focus groups have been used as a research method. A deductive approach has been applied. The sample consisted of students from Södertörn University. Conclusions: Some potential factors behind effective TV advertising were more effective than others. Celebrity Endorsement and Brand Image were considered to lead to an actual purchase while the other factors only led to intention regarding purchase. Consumers, if given the opportunity, choose to avoid TV commercials largely for the reason that it is annoying and disrupts the action. It was avoided more on traditional TV than in-stream video ads for the reason that the TV commercial break lasted longer.  Concept: When the term consumer is mentioned, we refer to people who are exposed to TV advertising, not those who buy the product but those who consume the content of the marketing. In-stream video ads entail TV-commercial as a concept transferred to the Internet.

殘酷時尚議題已成為當代的芒刺，對動物保護團體及人權組織形成挑戰。善待動物組織(People for the Ethical Treatment of Animals：PETA)是目前規模最大、發展最完善的動物權利組織，其廣告往往能在人們心中喚醒善待動物的意識。PETA首次在時尚雜誌上發起的反對毛皮廣告活動，即獲得「非營利組織最佳廣告獎(Best Ads Produced by a Nonprofit)」。 本研究的宗旨為，展示公益內容廣告運動可在任何市場導向的經濟體中運作。本研究列舉PETA的PSA廣告範例如下：「我寧願裸體」（“I’d rather go naked”, 1992年) 、「毛皮代表死亡」(“Fur is dead”, 2001年)、「對皮膚感到自在」(“Be comfortable in your own skin”, 2003年)、「拯救海豹」(“Save the seals”, 2009年)。「毛皮」 （“Skins”）主題上述廣告皆由知名女性代言。 本研究為質量研究，採用射影技術(projective technique)及深入訪談，調查結合訊息與圖像的PSA廣告在傳達動物權力相關議題時的效果。本研究將指出這些廣告可如何透過1.有創意、逼真的圖像、2.說服力的寓意訊息及3.知名代言人，加強傳遞人與自然關係的概念。 本研究發現，具說服力的訊息必須擁有逼真、富含寓意、簡潔、清楚等特性，且僅有在搭配適當的圖像時，才能發揮效力。此類圖像必須擁有不含混、非情色誘因、有創意、外來風或暗中使用性訴求等特性。廣告必須同時訴諸感性訴求及現實主義，並由知名、受人敬重的代言人出演。當公益廣告意圖以幽默感營造有利的風趣情境時，就不應使用嚴肅形象，或要求觀眾訴諸行動。至於訴諸恐懼類的公益廣告，則結合令人反感的圖像特徵及寓意訊息，仍可營造有利觀眾回應的情境，然而太過強烈的反感特徵有時會造成觀眾無法掌握寓意，導致觀眾無法回應。訴諸恐懼類平面廣告所引起的觀眾回應差異，以及本研究的局限性，可歸因於應答者的文化差異。 本研究做出結論為，擁有優良公眾形象及正面背景的知名代言人，可成功向大眾傳遞寓意訊息。再者，有創意、逼真，但不過度暴力、過度情色的圖像可吸引觀眾目光，促使大眾意識並做出反應。 / In the Modern Age the problem of killing fashion has become a thorny issue for the fashion industry, animal rights protection organizations, animal world and humanity. In this respect, People for the Ethical Treatment of Animals (PETA) performs as the largest and most highly developed animal rights institution in modern countries. PETA’s advertising has made a revolution in people’s minds concerning the ethical treatment of animals and already the first advertising campaign by PETA received the “Best Ads Produced by a Nonprofit” Award for its anti-fur advertising campaign in fashion magazines. The purpose of the study is to show how such social content advertising campaigns can work in all countries that are learning to live under market-driven economies. This research concerns properly selected print PSA samples of “I’d rather go naked” (launched in 1992), “Fur is dead” (launched in 2001), “Be comfortable in your own skin” (launched in 2003), and “Save the seals” (launched in 2009) campaigns presented by a number of celebrity spokeswomen posing for PETA’s “Skins” print advertisements. Based on qualitative research with the use of projective techniques and in-depth interviews, the study investigates the impact of a combination of PSA specific messages and image characteristics concerning animal rights using Public Service Print Advertising. The research will show how these ads hopefully can improve their effectiveness in order to achieve more respect for the human-nature relationship by using 1) Creative, realistic images, 2) A powerful educational message, and 3) A highly respected and appreciated celebrity spokesperson. The study found that a strong persuasive message is defined as realistic, educational, laconic, clear and the advertisement is ultimately effective only when used with proper image characteristics. Such image characteristics are non-vulgar, non-sexually distracting, but creative, exotic, or latent in sexual appeal. An advertisement should use emotional appeal and realism, presented by a celebrity spokesperson with a respected personal background. While PSA uses a high degree of humor to produce favorable and amused attitude, they do not present a serious image or promote a call to action. Regarding using fear appeal, strongly unpleasant image characteristics combined with educational messages still may produce a favorable and responsible attitude. However, it was found that unfavorable perceptions caused by strongly unpleasant images sometimes distracted viewers from the educational message or failed to produce a responsible reaction. The striking differences among public responses regarding fear appeal in print ads and study limitations can be attributed to cultural differences within respondents. The study has concluded that strong educational messages spoken by highly trustworthy celebrities with positive background activity makes the public listen. Furthermore, creative, realistic, but not overly-violent or overly-sexual images catch the viewer’s attention, makes the public more aware and encourages responsible thinking.

本研究目的在探討代言人的選用策略、代言人代言數量、產品涉入程度與廣告效果之間的意涵；分析人口統計變數對廣告效果的差異性；檢定產品涉入程度、代言人代言數量多寡之間對廣告效果的關係。根據量化分析及質化訪談的研究分析，對代言人的選用策略提出整合研究建議。 研究方法採取量化的實驗法及質化的深度訪談進行，以實驗法進行的過程，先針對代言人代言數量多寡進行人選的前測，再與涉入程度高低不同程度的商品搭配，設計出一組3*2的實驗組合。透過統計檢定導出結論，再輔以實際廣告業界當中，從廣告主及廣告代理商的深度訪談佐證，最終再提出名人代言的選用策略建議。 根據實驗的結果統計歸納，摘要四點結論如下： 一、名人多品牌大量代言等於高知名度，廣告效果仍佳。 二、代言人代言數量過多導致推荐疲乏雖然存在，但對廣告效果影響有限。 三、在商品涉入程度的關係中，名人代言策略建議用在低涉入產品中，高涉入產品效果較差。 四、代言人的選擇應考慮目標對象的性別及教育程度進行遴選標準。 根據廣告主及廣告公司等業者的訪談，提出八項建議如下： 一、依據代言人性格及品牌關聯，為名人量身打造廣告，破解可能的推薦疲乏。二、經由代言人成為「品牌大使」的角色，發揮品牌精神。 三、為避免折損名人價值，名人應嚴選合作品牌，與品牌適配結合。 四、創造虛擬偶像或素人明星為操作代言人的奇兵策略。 五、整合性名人代言的傳播決策路徑 六、避免喧賓奪主效應，發展名人與品牌之間的雙贏及共生關係。 七、用名人自己平常慣用的語言及消費者認同的語言來溝通。 八、理性與感性建立品牌人格化模式。 / The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson. Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification.