產品廣告片魔性效果初探研究

Approaching Research to the Magic Effect of the Commercial Film

在消費文化已經成為資本主義的本質特性時，廣告符碼是形塑這個消費文化的加速器。Willams稱廣告是一種神話的形式，廣告中具備了一種魔性效果可以促發消費者的購物欲望。在回顧有關廣告的實證研究文獻後發現，廣告內容的獨特性訴求可以解釋消費衝動性購物的潛力。因此，本研究特以在三家電視台播放中的十五支產品廣告片（30秒）做為受測影片，經過五十位18～22歲的大學女生觀賞廣告片後，研究發現廣告內容中的獨特性訴求會影響受測者對廣告的態度，也影響其衝動性購物的潛力。研究結果呈現廣告片的人為操縱面，雖然可以協助廣告實務界塑造內容訴求的參考；然而若從批判性的角度來看，也再次提醒消費者對廣告片的人為操縱性，應保持適度的反省距離，如若不然廣告片的魔性效果還是相當有影響力的。

As Consumption activity becomes the unique culture of Capitalism, Commercial accelerates the forming of this culture. According to Raymond Wi11iams, Commercial f i1m is just like a fairy tale, the magic effect evokes consumer to shop. After reviewing the reseach reports of empirical study concerning commercial, we can find that the unique appealing of these commercial f i1ms well explain the compulsíve purchase potential from the consumers. Therefore, the researcher chose 15 CF (1/2 min. cach) among those which we can watch from 3 main TV channels in Taiwan as Test Commercial Fi1m and asked 50 college gir1s aging from 18 to 22 to watch these CF. The results tell us that the CF indeed effects both the attitude towards the CF and the shopping intention from the audience. This test reprot guides the designers of advertising to shoot good appealing commercial films, on thi other hand, reminds the consumers to be sober when they watch CF. After all, the magic effect is powerful.