品牌運用社會行銷之創意策略溝通效果：以廣告知曉和學習廣告主張為中介

Brand Communication Effectiveness Using Creative Strategies from Social Marketing with Ad Awareness and Learning Ad Claims as Intermediaries

近年來越來越多品牌或組織運用好的創意，試圖解決社會潛在問題和大眾需求，為人們帶來美好生活。本研究探討國際性品牌運用社會行銷的善因創意手法，包括資訊型傳送觀點和移轉型儀式觀點兩種不同創意策略，是否因訊息揭露形式的差異，而對閱聽人產生傳播與認知之影響？另外，以個體認知的廣告知曉與廣告主張為中介，是否影響廣告溝通效果？經檢測208位受測者，以多變量變異數分析（MANOVA），研究結果得出不同創意策略與廣告創意的交互作用達顯著差異，品牌社會行銷廣告創意高時，以儀式觀點廣告之溝通效果優於傳送觀點廣告之溝通效果；廣告創意低時，傳送觀點廣告之溝通效果優於儀式觀點廣告之溝通效果。廣告知曉與廣告溝通效果呈正向顯著關係。學習廣告主張與廣告溝通效果亦呈正向顯著關係。研究結果提供實務界企業或品牌操弄社會行銷創意表現時之借鏡，設計創意與表現形式也有助於學術界教授廣告設計之參考。

"In recent years, more and more brands and organizations attempt to use novel creativities to resolve latent problems in society and to meet the needs of the public, bringing people a wonderful life. This study investigated the cause-related creative method in social marketing used by international brands. Under two different creative strategies, i.e., information transmission perspective and transferring ritual perspective, we investigated whether the differences in the form of information disclosure affected the communication and cognition of the audiences. In addition, we studied whether the advertisement awareness and advertising claims mediate the effect of advertisement communication. We recruited 208 participants and adopted multivariate analysis of variance (MANOVA) to analyze the data. The research results showed significant differences in the interaction between different creative strategies and advertisement creativity. When the advertisement creativity of a brand social marketing is high, the communication effect of using ritual perspective advertisements was superior to that of using the transmission perspective. By contrast, when the advertisement creativity was low, the communication effectiveness of transmission perspective advertisements was superior to that of ritual perspective advertisements. Advertisement awareness and advertisement communication effectiveness were positively correlated. Likewise, learning advertising claims and advertisement communication effective were positively correlated. The results of this study can provide practical enterprises or brands to manipulate the social marketing, and the design creativity and expression form can be used as a reference for teaching advertising design."