题名

外來語更有吸引力？日語符碼轉換廣告之效果

并列篇名

Is a Foreign Language More Attractive? The Effects of Japanese Code-Switching Advertising

作者

周軒逸(Hsuan-Yi Chou)；任容(Jung Jen)

关键词

符碼轉換廣告 ； 品牌來源國 ； 日語理解程度 ； 產品屬性重要性 ； 產品涉入 ； code-switching advertising ； brand-country of origin ； degree of Japanese comprehension ； product attribute importance ； product involvement

期刊名称

行銷評論

卷期/出版年月

13卷3期（2016 / 09 / 01）

页次

313 - 344

内容语文

繁體中文
中文摘要

觀察現今國內廣告實務，無論本土或外國品牌，常會在廣告標語、內文以及品牌名稱上，運用日語等外國語言的置入以擴大觀眾的想像空間，此種混合語言形式的廣告訊息策略，稱為「符碼轉換」。本研究探討日語轉碼廣告的效果，以及可能影響其作用的干擾變數。兩個實驗的結果發現：對於日語理解程度低的消費者，未採用日語轉碼的全中文廣告效果較佳，反之，日語理解程度高者，台灣品牌採用日語轉碼的廣告效果較佳，日本品牌廣告轉碼與否則無顯著差異；再者，訴求產品主要屬性的廣告搭配日語轉碼和訴求次要屬性的廣告未轉碼時，會使消費者產生較佳的態度反應與購買意願，且在低產品涉入時更能強化適配效果。
英文摘要

Recent advertising practices in Taiwan indicate that local firms and multinational corporations usually embed foreign language such as Japanese in ad slogans, ad content, and brand names to expand the audiences' imagination. ＂Code-switching＂ refers to the insertion of foreign words or expressions into advertising, resulting in a mixed-language message. This study explores the effects of Japanese code-switching advertising and the possible moderators of its advertising effectiveness. The results of two experiments reveal the following. For consumers with a low degree of Japanese comprehension, a whole-Chinese ad is more effective than an ad containing Japanese code-switching. In contrast, for consumers with a high degree of Japanese comprehension, advertising with code-switching in Taiwanese brands is more effective than with whole Chinese. As for a Japanese brand, whether the advertising uses code-switching or not, the results remain the same. In ads that feature the primary attributes of advertised products by using Japanese code-switching or that feature the secondary product attributes by using non code-switching, both types of matching will improve consumers' attitudinal responses and purchase intentions. Moreover, the match-up effects would be enhanced under low product-involvement conditions.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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