音樂對廣告效果影響之研究

A Study of the Effect of Music on Advertising

音樂是目前在廣告製作中最常用且最突出的手法，能在消費者無意識中改變或影響其情感與行為。本研究主要在比較音樂有無、類型及音量大小所造成的廣告溝通效果差異，以及受測者性別、涉入程度對廣告效果的影響。本研究採實驗法進行實證，以鋼珠筆為實驗產品，操縱的自變項為音樂有無、音樂類型（分為古典音樂、西洋歌曲、國語歌曲）及音量大小，共設計七組實驗廣告，對大學生進行廣告認知、廣告態度、品牌認知、品牌態度及購買意願等之問卷調查，所用的資料分析方法包括因素分析、卡方檢定、相關分析、變異數分析、集群分析及t檢定。研究結果發現：1.除了產品屬性記憶及廣告提供資訊認知外，包含音樂之廣告其效果普遍優於無音樂者。2.大量音樂所造成之廣告認知、廣告態度和類推性情感較佳。3.音樂類型會影響品牌認知、品牌態度和廣告認知。4.高涉入程度的受測者，其對廣告的反應普遍優於低涉入者。5.女受測者的廣告反應普遍較男受測者佳。6.音樂類型、音量和受測者性別間存在交互作用。

Music, a salient and well-used exectional cue of advertisements, can be used to change the consumers' emotion and consequently change their behavior. The thesis attempts to examine such communication effects by choosing various types and volume of music on the advertising. The respondent's gender and product involvement variables are also included as intervening variables. We surveyed a group of undergraduate students from Management School in National Taiwan University. To fit our experimental design, the students were arranged in seven sub-groups. Seven types of experimental ads on an artificial brand of ballpen were designed to test ads cognition, ads attitude, brand cognition, brand attitude, and purchase intention of respondents. The major findings are: 1.Except for the memory of product attribute and information offering cognition, the communication effects of ads with music is better than those without music. 2.The ads cognition, ads attitude and analogical effect created by advertisings with large-volume music are better than those with small-volume ones. 3.The types of music will influence brand cognition, brand attitude, and ads cognition. 4.High involvement consumers have a positive attitude toward the advertisement. 5.Female respondents show higher emotion response on the advertisement music. 6.There are some interaction effect among music type, volume and consumers' gender.