以雙碼理論檢視網路多媒體之廣告效果
Examining the Advertising Effect of Internet Multimedia Advertising from the Perspective of Dual-coding Theory

張婷華 / 陳之凡

根據雙碼理論（Dual-coding theory），搭配文字、圖像等不同形式的媒體訊息，其記憶效果較使用單一媒體的訊息更佳。本研究即以雙碼理論檢視網路多媒體廣告之廣告效果，並根據業界廣泛使用的產品分類模式—FCB模式，加入四種產品特性作為調節變項，藉此了解不同產品特性之商品廣告，是否會影響多媒體廣告的廣告效果。研究發現，產品特性及廣告的呈現方式確實對廣告記憶有顯著影響，使用多種媒體不一定有較佳效果，進而對雙碼理論應用情境做出修正。

According to Dual-coding Theory, media messages with text, images…more than two forms of media collectively provided, which will positively assist the effect of recall of the content. This research applies Dual-coding Theory to test advertising effects of internet multimedia advertising. And in accordance with FCB Model, we added four kinds of product characteristics as moderator variables, so as to find out whether different product characteristic influence the advertising effectiveness or not. The
research conclusion shows that the product characteristics and presentation of advertising did have significant impact on advertising recall, using multimedia advertising is not necessarily better results.

FCB模式、網路多媒體廣告、廣告效果、雙碼理論

FCB Model, Internet multimedia advertising, Advertising effects,Dual-coding Theory

2010.07.04

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以雙碼理論檢視網路多媒體之廣告效果.pdf