Moderating Effects of Commercial Films on Consumers’ Cognition and Attitude

10.29465/IJDMD.201212.0003

Shyh-Bao Chiang；Chun-Pei Hsieh；Yu-Fu Chen

Commercial Films (CF) ； Advertising Effect ； Cognition ； Attitude

國際數位媒體設計學刊

4卷1期（2012 / 12 / 01）

18 - 28

英文

Advertisement is full of our daily life in present society. Besides, with the progress of digital media technology, the advertisement production and creation become diverse, and the creative advertising contents present larger space. In consideration of the visual presentation of advertisement, a director presents the advertising text with the creativity of goods and advertisement through visualization. The visual scenes are composed of single shots, and a series of shots are organized as a meaningful story to express the advertising contents and the meaningful interpretation. Finally, the advertisement is expected to affect consumers’ cognition and emotion. This study aims to discuss the moderating effects of commercial films on consumers’ cognition and attitude. With Two-Way Mix Method to test and analyze the topic, it tends to understand the effects of gender on advertisement. The outcomes show that (1) Gender presents significant differences on the cognition of advertising effects, (2) male consumers appear better loyalty on brands, and (3) female consumers reveal high acceptance on sensational advertisement.

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