The Effects of Image Type and Message Framing on the Persuasiveness of Food Advertising
| Autor: | Peng-Wei Liu, 劉芃葳 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Food Advertising is not only in consumer markets more easily in contact with consumers, but also in the variety of outdoor billboards everywhere, which are ranked in the first of all product advertising types. Food advertising that through advertising for specific products, depending on the consumer segmentation, with different integrated marketing communication tools deliver information to consumers. Therefore, the success of food advertising depends on whether consumers successfully receive messages or not, that is to say, effective advertising communication will be the key to victory. However, there are numerous academic researches discussed about the influence of advertising communication effects, but little studies was forgotten how to think by returning to two important elements of advertising (images and ad copies) and combining together to achieve the communication efficience. That is this study mainly to focus on two variables, image type and message framing, and execurate two experiments to investigate the persuasive effect of advertising communication. Study 1 conducted a 2 (Image Type：product alone vs. consummatory) x 2 (Goal Framing：positive vs. negative) between subjects factorial design. The dependant variables are attitude toward advertisement, perceived health, and taste perception. The results showed that the situation of positive goal framing should be paired with consummatory image and the situation of negative goal framing should be paired with alone product image to have significient on attitude toward advertisement and percieved healthiness, but there is insignificant on taste perception. Study 2 conducted a 3 (Image Type：product alone vs. a person eats the product vs. a person holds the product) x 2 (Attribute Framing：healthy vs. taste) between subjects factorial design. The dependant variables are purchase intention, attitude toward advertisement, perceived health, and taste perception. The results showed that the situation of taste attribute framing should be paired with consummatory image and the situation of healthy attribute framing should be paired with alone product image to have significient on purchase intention, attitude toward advertisement, and taste perception, but there is insignificant on percieved healthiness. Food manufacturers, advertisers and marketers can be provided and suggested to use of matching appropriate advertising elements by the above results of this study that not only enhance the effect of advertising communication effectiveness to consumers, but also increase the purchase intention. In addition, succeseefully fill in gap in the academic field of image type and combining with different types of message framings in the study. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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