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篇名 訴求策略與涉入感對記憶、接受程度之影響―― 以「保防宣傳影片」為例
The Influence of Appeal Strategy and Involvement on Memory and Acceptance - Taking "Video for Security Campaign" as an Example
作者 黃啟鈞
中文摘要

 近年國軍共諜、洩密案增加,陸軍司令部於 2017 年 9 月製作以「幽默訴求」為

導向的保防宣傳影片,以期能達到效果。本研究採組間設計實驗法 3×2×2,藉由
保防單元劇最後所呈現的「名人代言」及「恐懼訴求」宣傳影片與之進行比較,了
解不同訴求的宣傳影片透過不同的涉入程度對其記憶程度及接受程度的影響。結果
顯示,高涉入名人代言對於記憶程度效果最佳,高涉入恐懼訴求對於接受程度效果
最佳;反之,低涉入恐懼訴求對於記憶程度效果最差,低涉入幽默訴求對於接受程
度效果最差。進一步分析發現,幽默訴求的宣傳影片效果不彰,原因有二:第一、
議題與訴求之間搭配不得宜;第二、幽默訴求影片不易理解。此外,軍事訓練役對
於保防議題涉入程度越高,所產生的記憶程度及接受程度效果就越好。
英文摘要

 In recent years, the national army spies and leaked secret cases increased. In September 2017,

the Army Command produced a promotional video with "humor appeal" as the guide, with a
view to achieving results. In this study, inter-group design experiment method 3 × 2 × 2, with
the video for Security Campaign "celebrity endorsement" and "fear appeal" to promote the
film compared to understand the different appeal of the promotional video through different
impact on the degree of memory and acceptance. The results show that high involvement
of celebrity endorsement for the best memory level, high involvement of fear claims best
effect on the degree of acceptance; Conversely, low involvement of fear claims has the worst
effect on memory, and low involvement of humor appeal has the worst effect on acceptance.
Further analysis found that humorous appeal of the propaganda film is not effective for two
reasons: first, the issue is not paralleled with the appeals; second, the humor appeal of the
film is not easy to understand. In addition, the higher involvement of military training officers
in security issues results in better results in memory and acceptance.
中文關鍵詞 訴求策略、涉入程度、廣告效果、保防
英文關鍵詞 Appeal Strategy, Involvement level, Advertising Effectiveness, Security Campaign
發表日期 2018/07/02
授權狀況 已授權
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