| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 100 === This research aims at the influence of endorser types for advocacy effectiveness on the security education in army TV educational program. The study combines the spokesman types from Frieden (1984) and different types of spokesman appearing in the army TV educational program, including celebrity, expert, officer and soldier spokesman. In the army TV educational program, the advertisement with security idea or purpose is used to educate soldiers. So the study uses “communication effect” to estimate the advertisement effect on soldiers, including their acceptance toward the security education and their behavior after watching the program.
According to the result, among all the spokesman types, “celebrity” and “expert” bring the most feedback from soldiers. The celebrity spokesmen have the highest influence on soldiers’ acceptance and recognition; expert spokesmen can help soldiers to remember the information longer.
Here we arrive at three key arguments which could be taken into consideration when choosing an endorser for the security education in army TV educational program in the future:
1. Comparing to other endorser types, celebrity spokesman can better improve the acceptance of soldiers toward the idea of security education.
2. Comparing to other endorser types, expert spokesman can help soldiers to remember the content of security education longer.
3. Pay attention to propagate the security education in the army.
|
|---|
