| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 102 === Advertising is the most common marketing methods which business owners use in the highly competitive consumer market. Through different appeals, advertising attracts the consumer’s attention of products, and further to purchase them. Some business owners even hires celebrities to represent products in order to enhance and convince the brand image. Do these practices indeed impact the effect of advertising communication? What relevance is between advertising appeals, spokesperson persuasive among different categories of products’ advertising?
Among different types of products in advertising, what are the relevance between advertising appeals, spokesperson persuasiveness and the effect of advertising communication? These all are the subjects of this research wanted to explore.
This research chooses four types of product advertising, ”high rationality / high sensibility, high rationality / low sensibility, high sensibility / high rationality, and high sensibility / low rationality”, and picks one rational advertising appeals and one sensible advertising appeals of each type of product after the pre-test, and uses totally eight advertising to research. Through Internet survey questionnaire we collects 300 samples to analysis and find out：First, different advertising appeals will cause different effects of advertising, and with the effect of advertising of high rationality / high sensibility and high rationality / low sensibility product, business owners adopt sensible appeals are better than those adopts rational appeals and low rationality / low sensibility product is more suit for rational appeals. Second, there are medium and highly positive relativity among advertising appeals, spokesperson persuasiveness and the effect of advertising communication. When advertising appeals, spokesperson persuasiveness are higher, advertising communicate effectiveness score are high. Third, advertising appeals and spokesperson persuasiveness will influence the effect of advertising communication. When the score of advertising appeals and persuasive spokesperson are higher, the overall advertising communication effect is better. Fourth, different product categories don’t much impact the relation among advertising appeals, spokesperson persuasiveness and the effect of advertising communication. Product category is just a concept and the character of product often changes, it’s difficult to precisely distinguish all the products only with four categories, so the gap of the effect of advertising communication explanation for different product categories’ advertising appeals and spokesperson persuasiveness isn’t large.
Based on the above conclusions, researcher propose four suggestions as follows：First, the advertising appeal should be clear, whether rational appeal or sensible appeal, the most important is that if the designed advertising appeals transmit to consumers well. Second, base on the results of the research, choose spokesperson who is attractive and professional cause more outstanding outcomes of advertising communication effect in attraction and profession affects, but we still need to pay attention to if the spokesperson’s characteristics are fit for the products. Third, we must understand the product characteristics and the consumer behavior, in order to have a significant effect, when marketing staff plans advertising campaigns, they should understand the product positioning first, then selects advertising appeals and appropriate spokesperson base on consumers’ characteristics and needs to design the advertisements. Fourth, pay attention to the survey of target audience, preferences of different consumer groups are different, so when we design advertisings, we should differentiate what kind of consumers are the target markets of the products.
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