| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 98 === The modern society consumer demand moves toward self-realization gradually the stage, the consumer innermost feelings level experience demand also gradually receives day by day takes seriously. The advertisement main cares about the advertisement goal more and more audiences' psychological demand, its hope takes to the advertisement because of the experience situation to read the listener different feeling at heart, from take experiences as in the core value demand advertisement work the sensation its can 夠 take to the advertisement fully to read listener's each benefit. But present about experiences the utilization to be really few in the plane advertisement related research, therefore, this research plans to pick viewpoint of the experience, discusses (creativity which three planum nuchale advertisement essential factor spokesman type, advertisement slogan demand type and background present) to experience influence of the value, as well as the experience value regarding will read the listener future influence of behavior intention.
This research take 18 year-old above common populace as the research object, manipulates the situation take the counter-tobacco advertisement as the example altogether 12 kinds to carry on the test, altogether provides 334 questionnaire, recycling effective questionnaire altogether 300, and takes the material analysis using the SPSS 12.0 statistical analysis software the tool. The findings discovered that the spokesman type and the advertisement slogan demand type has the influence experience value function not alone, but the background presents the creative height regarding the experience value's three variables (interesting, esthetic sense, functionality) all has the influence effect; In addition, three item of advertisement essential factor's matching also all similarly has the obvious influence regarding the experience value. Therefore, when the advertisement main desire designs one to be able to let read the listener feels the high experience value the plane advertisement, may because of many item of advertisement essential factor matching provide reads the listener or takes the different experience value.
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