慈善社福廣告中之人物圖像的效益研究

Investigating the Effects of Portrait-based Charity Advertisement

全球景氣復甦緩慢，國內外慈善社福機構面臨的慈善捐款短缺問題仍然存在，過去國內由這類團體所製作宣導的廣告圖像策略，因而也成為需被重新檢閱的一項環節。以媒體行銷的角度，切入探討人物圖像的情感訴求，本文從檢視過去慈善社福團體所出刊文宣內的心智障礙者圖像，計有「有家長陪伴」、「有名人陪伴」、「心智障礙兒童自身影像」，「心智障礙成人自身影像」，和「其他（以物件，如模擬真人公仔等）」共五種類型，並且也依據人像視線，再將圖像區分為正、側面，進行有關這類圖像在「激發捐款意願」與在「增進心智障礙者自主形象之塑造」的效益研究。結果顯示：側面人像廣告在「激發捐款意願」與在「增進心智障礙者自主形象的塑造」均顯著高於正面人像廣告的效益。

In light of the slow global economic recovery, charities have struggled with resolving problems caused by insufficient donations. Therefore, previous media image strategies used in charity promotion campaigns have become a vital aspect requiring re-examination. This study examined five types of media images featuring people with mental disabilities that were presented in advertisements published by various charities. The images were categorized into frontals and profiles based on the line of vision of the featured characters. We investigated the effects of these types of image on eliciting the willingness to donate and enhancing the images of people with disabilities as self-sufficient individuals. The results show that, compared with the advertisements featuring frontal images, the advertisements featuring profile images were significantly more effective in eliciting the willingness to donate and enhancing the images of people with disabilities as self-sufficient individuals.