| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Generally speaking, in TV advertisement, using experts to be spokesmen to deliver rational appeals will obtain better advertising effects on high-involvement consumers. Using celebrities to be the spokesmen to deliver emotional appeals will obtain better advertising effects on low-involvement consumers. However, recently there are some advertisements use celebrities to be the spokesmen to deliver rational advertisements, and which advertising effects on the different involvement level consumer still short of relevant literature review. Therefore, this study designs 2X2 experiments to assess the advertising effects of the rational appeals advertisements in which the different level of consumers involvement were used as moderate variable, and the celebrity spokesmen play different roles (rational appeals sender、rational appeals receiver). Totally 202 respondents participated in this study. The experimental method was used in this study, and data were analyzed by performing 2-way ANOVA. There are some major findings in this study：1. In the rational appeals advertisement, the advertising effects of using celebrity as message receivers is better than using celebrity as message senders. 2. There are interaction between involvement level and the roles celebrity played. The result of the study might have some contributions both in the academic field and practical field. In the academic field, this study discovers that there are significant differences on the advertising effects when the celebrity plays different roles. In the practical field this study suggests that the advertiser should put emphasis on the suitability between the type of advertisement, the roles of celebrity, and the way of delivering information, to enhance the effect of advertisement.
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