| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 89 === Abstract
Advertisements have been proved to play important roles in the daily life. It is now a key topic to discover the kinds of advertisements that can attract the customers'' attention and even stimulate the desire to buy. Therefore, the thesis is focused on the investigation of the influences of advertising spokesmen and advertising appeals upon advertising effect.
Experimental approaches have been used to verify the research. Shampoo is chosen to serve as experimental product. The experiment is designed to include six sets of interview investigations with the help from students at Tam-Kang University. The obtained data is analyzed by using MANOVA and examined in five aspects: 1) memory of advertisements, 2) attitude towards advertisements, 3) attitude towards products, 4) attitude towards brands, and 5) will to buy.
This thesis can be summarized as follows:
1. Memory of advertisements, attitude towards advertisements, and will to buy being concerned, celebrity spokesmen have more positive influences; attitude towards products being concerned, consumer spokesmen have more positive influences.
2. Rational appeals can enhance the memory of advertisements and the will to buy; emotional appeals can bring forth better attitudes towards the brands and the products.
3. Celebrity spokesmen with rational appeals can bring forth better memory of advertisements, attitude towards advertisements, and attitude towards products; consumer spokesmen with rational appeals can enhance the memory of advertisements and the attitude of products; celebrity spokesmen with emotional appeals can increase the will to buy.
4. People of higher product involvement have better attitudes towards advertisements, products, and brands; people of lower product involvement have stronger will to buy.
5. People of higher information involvement have better attitude towards advertisements.
6. Men have better attitudes towards advertisements, products, and brands; women have stronger will to buy.
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