線上影音平台興起，帶動民眾追劇熱潮，成為廣告重要的投放2平台。一致性理論指出，脈絡中不同元素的一致性可提升廣告效果。廣告一致性的型態多元。本研究針對節目與廣告語言一致性以及廣告角色與自我一致性進行探索，檢視對廣告態度、廣告記憶或購買意願的影響。本研究採取網路實驗法進行兩項實驗，實驗一有效問卷為238份，實驗二為586份。研究發現，節目與廣告語言的一致性、以及角色與自我的一致性越高時，對廣告效果越有正面影響。 

 The rise of online video and audio platforms has driven the audience to follow the drama and become an important platform for advertising agencies. Consistency Theory states that the consistency of different elements in the context can improve advertising effectiveness. Advertising consistency is diverse. This study explores the consistency of programming and advertising language and the role of advertising and self-consistency, examining the impact on advertising attitudes, advertising memory, or purchase intention. In this study, two experiments were carried out using the Internet experiment method. There were 238 valid questionnaires in Experiment 1, and 586 in Experiment 2. The study found that the higher the consistency between the language of the program and the advertisement, and the greater the consistency between the role and the self, the more positive the effect on the advertisement.