English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89671/119468 (75%)
Visitors : 23935355      Online Users : 201
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104833
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/104833


    Title: 廣告模特兒外表吸引力的迷思?--不同男性產品之探討
    Other Titles: Is Highly Attractive Model a Myth?: Investigation into Different Male Products
    Authors: 蔡佳靜
    Keywords: 外表吸引力;男性產品;模特兒;模特兒膚色;廣告效果
    physical attractiveness;male products;models;race of models;advertising effectiveness
    Date: 2006-01
    Issue Date: 2016-12-14 11:57:24 (UTC+8)
    Abstract: 模特兒吸引力的研究,過去多著重於探討女性目標市場,且早期研究主張外表具高度吸引力(Highly Attractive Models,簡稱:HAM)的女性模特兒,能產生較佳的廣告效果,近年卻有研究發現HAM對廣告效果會有不良的影響。因此,本研究主要即針對男性目標市場探討廣告模特兒外表吸引力是否是一種迷思?此外,不同膚色的男模特兒是否會影響模特兒吸引力的廣告效果,以及針對不同的男性產品廣告,模特兒外表吸引力對廣告效果的影響為何,皆是本研究所欲探討之課題。主要研究結果發現,無論何種男性產品市場,模特兒的外表吸引力與膚色會顯著影響廣告效果,且使用與受測者膚色不同的白種人與黑種人模特兒,高度吸引力模特兒所產生的廣告效果皆比適度吸引力模特兒好;使用與受測者膚色相似的黃種人模特兒,高度吸引力模特兒所產生的廣告效果卻比適度吸引力的模特兒差。顯見,廣告模特兒外表吸引力有時候確是一種迷思。
    In this study, the impact of physical attractiveness of models on the effectiveness of advertising for the products targeting the male was investigated. Meanwhile, I take the race of models into consideration. The study found that both physical attractiveness of models and race of models have significant impact on advertising effectiveness. No matter for which product, highly attractive models cause better advertising effectiveness than normally ones when white and black races of models were used; highly attractive models cause worse advertising effectiveness than normally ones when yellow race of models were used.
    Relation: 廣告學研究, 25, 107-129
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    25-5(p.107-129).pdf686KbAdobe PDF410View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback