Is Non-Speaking Better than Speaking? The Advertising Effect of Spokes-Characters

• Main Authors: HSIANG, FANG-HSIEN, 向芳賢
• Other Authors: TIEN, HAN-KUANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pa2snf

碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 107 === When companies come to choose endorsements for brand or product, some of them tend to use animated character spokespersons to replace real-life spokespersons. In addition to thrift cost, using animated character also can improve the attitude towards the advertisement. The literature pointed out that using animated character spokespersons as endorsements in advertising can effectively reduce consumer resistance to advertising and increase attitude towards the brand and advertisement. According to the past literature, we divide the advertisement which with character spokesperson into two categories: the spokes person has speak or not. In this study, we use the narrative engagement theory as the research base. The experimental results indicate that the ad which the character spokesperson does not speak has a higher degree of character transfer and advertisement effect than the ad with the speech. Even more, different degrees of role transfer will affect the attitude of advertising and brand. Among them, we find that if there is a higher degree of transfer in a none-spoken advertisement, the advertising effect will be higher, and vice versa.