The Effects of Military Image, Advertising Appeal and Spokesperson’s Type on Influencing Voluntary Military Service Soldier’s Decision

• Main Authors: Shun-Jong Huang, 黃順忠
• Other Authors: Sheng-Ye Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/41165781009135842158

碩士 === 義守大學 === 管理研究所碩士班 === 94 === It is said: ”without security, there is nothing,” and that “power ensures security.” It is the mandate of the national defense forces to build up arms in order to ensure national security. Since National Defense Second Act was enacted, in response to the magnitude of the restructuring of the national defense system, the Ministry of National Defense actively execute the reorganization of the personnel, and began the planning of the purchase of three major military weapons, and, in order to enhance the professionalism of soldiers, modified the old system of obligatory draft military service into a military service system “based on recruitment, assisted by drafting” with an obligatory-voluntary ratio of four to six. In order to make the general populace understand the policy for “Special Budgets for the Three Military Purchase” and “Voluntary Military Service Soldier Recruitment”, the Ministry of National Defense launched propaganda campaign for the first time in history on television stations with the appearance of everyone from the Minister of National Defense to petit officers; former vice-minister Tsai publicly stated on the media the wish to have supermodel Lin represent the national defense policy, replacing the tough image of the policy with a softer tone, so that the general populace may support the national defense policy. This study discusses the publicity of advertisement celebrities and creditability of spokesman, to supply the Ministry of National Defense with better understanding and grasp of public opinion in order to increase acceptance and support for the national defense policy. This study uses four factorial experimental designs. Questionnaire surveys the soldiers in Eastern Navy Base and applies descriptive statistics analysis, T test, Pearson correlation analysis, regression analysis and ANOVA analysis to analyze the data: The results are as follow： 1、The“ Military Image ”、“Advertising Appeals ”and “Spokesperson，s types ” have partly significant influence for taking the exams and selecting the occupation in the solider(education、age). 2、The“ Soldier Impression ” has significant influence for taking the exams. 3、The “Emotional Appeals ” of“ Advertising Appeals ”has significant influence in the occupation selection. 4、The celebrity of “Advertising Appeals ”has significant influence for taking the exams. The active military has significant influence in the occupation selection.