探討廣告主角對電視公益廣告效果之影響－－以同理心為中介變項

The Effectiveness of Advertising Protagonists on TV Advertisement of Public Servic-Empathy as a Mediator

本研究探討名人或社會福利機構之受息者來擔任電視公益廣告主角是否皆具備引發同理心，進而達到廣告效果，使的民眾有幫助受息者之意願。研究設計共分三組，無主角之電視公益廣告視為控制組，以受息者或名人擔任廣告主角的為實驗組。有效問卷共計270份。研究結果將同理心分成角色取替、助人快樂及認知同理心;廣告效果分成直接和間接二種利他意願。由受患者、名人為主角皆能透過引發角色取替之同理心產生直接利他意願的廣告技呆。結果亦顯示出受患者在公益廣告中擔任廣告主角之效呆甚於名人。

The goal of this research is to explore whether using a social welfare organization's beneficiary or celebrity to play the lead in an advertisement can elicit the people's empathy in order to develop the advertising effectiveness of altruistic intention or not. The research design is the experimental design by using without the lead in TV advertisement of Public Service as a control group and using the beneficiary or celebrity to play the lead as an experimental group. There are 270 valid samples. This research divided empathy into role taking, making people happy and cognitive empathies and separated the advertising effectiveness of altruistic intention into two ways: direct and indirect altruistic intentions. The research shows that either using a beneficiary or celebrity to play the lead in the advertisement can make people role taking to reach the advertising effectiveness of directive altruistic intention. Empathy plays a mediating role.