查詢結果分析
來源資料
頁籤選單縮合
題名 | 關懷在愛滋蔓延的時代裡--閱聽人對宣導廣告的接受度研究=Hopes and Care in the AIDS Era: A Study on Audiences' Reception of Public Service Annoucements |
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作者 | 徐美苓; | 書刊名 | 新聞學研究 |
卷期 | 61 1999.10[民88.10] |
頁次 | 頁31-72 |
專輯 | 健康傳播 |
分類號 | 497.2 |
關鍵詞 | 健康傳播; 公益廣告; 訊息設計; 愛滋病; 實驗法; Health communication; Public service announcement; Message design; AIDS; Experiment; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討健康宣導訊息中,不同的訴求與內容對閱聽人接受程度的差異為 何。本研究以關懷愛滋病患平面公益廣告為例,試圖藉不同的訊息訴求與內容設計,探究閱 聽人對宣導主題的注意、喜愛與相信程度以及所影響的相關態度與行為意向。 本研究採用2(情感訴求)×2(行動訴求)×3(代言人)的三因子實驗設計,共招募 346名18-25歲的受試者參與正式實驗。根據實驗結果,受試者較善變溫馨訴求的公益廣告; 使用不悅訴求的廣告比使用溫馨訴求者較易引起受試者的注意,但兩種情感訴求的使用對受 試者對廣告的採信程度,對愛滋病患態度以及幫助愛滋病患意願上並無顯著差異。此外,在 廣告訊息中提供誘因或解決方法比無提供者更能增進對訊息的採信程度,但行動呼籲訴求使 用與否對受試者在訊息的喜愛程度、態度與行為意向上並未顯示差異;三種代言人訴求對受 試者的訊息接受程度以及三自變項的各階交互作用皆未達顯著。本研究最後提出研究限制與 檢討,並對宣導訊息設計的研究與實務提出建議。 |
英文摘要 | This study aims to investigate the impact of message appeals of AIDS public service announcement (PSAs) on audience reception. The study in particular is interested in exploring how the use of the following three types of appeals influence audience's attention, liking, evaluation of PSA's believability, attitudes and behavioral intention regarding the rights and the care of people with AIDS (PWAs): (1)spokesperson factor(use of celebrity, peer or no use at all); (2)affective appeals (positive vs. negative); and (3)incentives or solutions provided in the contents. A 2 (affect) ×2(solution) ×3(spokesperson) experimental design was conducted. The study recruited 346 subjects aged 18-25 to participate in the experiment. Results of the study showed that subjects assigned to the negative affect condition paid more attention to the experimental PSAs than those in the positive condition, but the latter tended to like the PSAs better. Solutions or incentives provided in the PSAs could induce subjects to believe the ad more, although the same main effects were not observed on subjects' liking, attitudes and behavioral intention regarding PWAs. The use of spokespersons also yielded no significant effects on subjects' reception of PSAs. Implications of the study to health campaign researchers and practitioners are discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。