廣告內文、賣點可驗證性與溝通效果

Advertising Copy, Product Attributes Verifiability, and Communication Effects

10.29514/TJCD.200811.0003

吳岳剛(Yueh-Gang Wu)

廣告內文 ； 賣點 ； 效果 ； advertising copy ； product attribute ； effects

商業設計學報

12期（2008 / 11 / 01）

35 - 52

繁體中文

這是一個講究「視覺溝通」的時代，許多廣告依賴圖像傳達銷售主張。隨著圖像越來越重要，現在許多廣告不寫內文。沒有內文解釋，廣告只是讓人們透過很特別的方式接收廣告訊息，這樣的廣告有多少說服力？本文將內文分成「特性內文」和「利益內文」，並且測試他們在溝通上的幫助是否因搜尋性、經驗性賣點而異。結果顯示內文不影響人們對品牌態度和賣點「必要性」的看法，但是會影響賣點的「可能性」。在搜尋性賣點的情況下，無內文對於賣點「可能性」的幫助優於有內文，在經驗性賣點的情況下則相反。此外，利益內文對於賣點「可能性」的影響會因搜尋、經驗性賣點而異，特性內文則否。

In the era of ”visual communication,” advertising relies heavily on images to deliver sales messages. As pictures become more important than ever, many advertisements nowadays do not have body copy. Without the explanation of body copy, what advertisements do is simply delivering the message in an unusual way. How persuasive are they? This study separates body copy into ”attribute copy” and ”benefit copy,” and examines whether they contribute differently to communicating search versus experience product attributes. The results indicate copy does not affect people's judgment toward brand attitude and product attribute ”desirability,” but influence the ”likeliness” of product attribute. Under search attributes condition, advertisements without body copy outperform those with body copy in terms of contribution to product attribute ”likeliness,” while in the experience attributes condition, the opposite is true. In addition, the effects of benefit copy vary with product attribute verifiability, but attribute copy does not.

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