探討圖像鄰近性與訊息框架對綠色廣告效果的影響基於解釋水平理論的研究

The Impact of Image Proximity and Message Framing on Green Advertising Effectiveness: A Study Based on Construal-Level Theory

本研究旨在運用解釋水平理論探討圖像鄰近性（遠景圖像vs.特寫圖像）與訊息框架（正向框架vs.負向框架）對綠色廣告效果的影響。研究採用2×2的受測者間實驗設計，收集並分析316位受測者的資料（男生135人、女生181人），研究結果顯示，使用遠景圖像傳遞廣告訴求能顯著增強消費者的廣告態度、品牌態度、購買意願和分享意圖；相反，使用特寫圖像會削弱上述效果。此外，正向訊息框架能增強消費者的廣告態度、品牌態度、購買意願和分享意圖，而負向訊息框架則會削弱這些效果。特別值得注意的是，在綠色廣告中遠景圖像與正向訊息框架的結合，比起與負向訊息框架的結合，更能有效提升消費者的廣告態度、品牌態度、購買意願和分享意圖。這些研究結果不僅進一步驗證了解釋水平理論在綠色廣告領域的適用性，也強調了視覺元素與訊息框架的有效結合，在傳遞環保訊息中的重要性。本研究的發現對於綠色廣告設計具有重要的理論和實務意涵，建議未來廣告設計者應注重圖像鄰近性和訊息框架的組合，以能強化綠色廣告的最佳說服效果。

This study aims to explore the influence of image proximity (long-shot images vs. close-up images) and message framing (positive framing vs. negative framing) on the effectiveness of green advertising, utilizing the Construal-Level Theory (CLT). A 2×2 between-subjects experimental design was employed, from which data from 316 participants (135 males and 181 females) were collected and analyzed. The results indicate that using long-shot images to convey advertising appeals significantly enhances consumers’attitudes towards the advertisement, brand attitudes, purchase intentions, and sharing intentions. In contrast, close-up images tend to weaken these effects. Moreover, positively framed messages are shown to strengthen consumers’attitudes towards the advertisement, brand attitudes, purchase intentions, and sharing intentions, whereas negatively framed messages tend to diminish these effects. Notably, in green advertising, the combination of long-shot images with positive message framing is more effective in enhancing consumers’attitudes towards the advertisement, brand attitudes, purchase intentions, and sharing intentions compared to the combination with negative message framing. These findings not only further validate the applicability of CLT in the field of green advertising but also emphasize the importance of the effective combination of visual elements and message framing in conveying environmental messages. The results have significant theoretical and practical implications for the design of green advertisements, suggesting that future ad designers should pay attention to the combination of image proximity and message framing to maximize the persuasive effect of green advertisements.