以古典制約模式探討外語態度對廣告溝通效果之影響

• Main Authors: Hsin-Jui Chiang, 蔣欣蕊
• Other Authors: Meng-Kuan Lai, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/01446772681390900642

碩士 === 國立成功大學 === 企業管理學系 === 89 === 　　Recently, the use of non-native language in advertisements has become a trend in TV, broadcasting, and print media. The reasons that practitioners use foreign language element in advertisement are to attract consumers’ attentions, alter their attitudes toward advertised products, and induce purchase action. The primary purpose of this study is to investigate the impact of language attitude and the level of fit between language and advertised product on the attitude toward advertisement, brand attitude, purchase intention and brand recall. Three experimental advertisements with narrative in Mandarin, English and Japanese were designed to test the hypotheses. Variables such as attitude toward foreign language and the level of fit were generated from relevant measures. The experimental advertisements were designed by the researcher according to the method of previous language attitude research and the characteristic of foreign language using ratio in real life. The results of this study include the followings: 1.Attitude toward foreign language has positive impacts on attitude toward advertisement, brand attitude and purchase intention. But it does not have the similar influence on brand recall. 2.No matter what language was used in the advertisement, the level of fit between language and advertised product does influence attitude toward advertisement, brand attitude, and purchasing intention. 3.The interaction between attitude toward foreign language and the level of fit does not have an impact on advertisement communication effects. The results of this study provide insights to scholars for future related studying, and to the practitioners while using foreign language element in advertisement design.