摘 要
本研究針對感性訴求廣告，以字體、圖像、消費者心理面向切入，檢視如何提升廣告的情感共鳴，進而創造較佳廣告效果。本研究採實驗法，共執行三個實驗：實驗一以感性廣告標題字體進行檢測，首先確立標題字體在廣告效果上的主效果，並且檢視產品類型可能產生的影響，結果發現標題採用手寫字體(vs.機器字體)會帶來較佳的廣告態度、產品態度、品牌態度和購買意願，且字體的效果不被產品類型所干擾；廣告標題字體對於廣告效果的影響係透過情感共鳴中介。實驗二為釐清廣告圖像背景(情境式vs.無情境)的干擾機制，探討其是否干擾廣告標題字體的情感共鳴及廣告效果，經實驗結果發現，無論採用情境式或無情境背景圖像，手寫字體都比機器字體來得效果好，但在廣告圖像背景採情境式背景時，標題字體在於購買意願上的效果差距會被更加強化。實驗三則為驗證消費者情境自我建構的干擾，檢視在感性廣告標題的用詞中強調「自己(獨立我) vs.家人(相依我)，是否干擾廣告標題字體的情感共鳴及廣告效果，實驗結果顯示，標題用詞採用相依我的家人用詞(vs.獨立我的自己)時，可強化手寫字體對於情感共鳴、廣告態度、產品態度的正向影響，但是僅有在感性廣告標題用詞屬於相依我的情況下，手寫字體才會提升品牌態度和促進購買意願。
本文聚焦於感性廣告標題手寫字體的效果，並針對廣告圖像背景、情境自我建構、情感共鳴等研究，提供創新及更多元的理論貢獻。並且可供廣告設計相關業界有效的利用手寫字體所引發心理的情感共鳴機制，以達到較佳的廣告效果，期許可幫助廣告業界提供新的設計運用方向。

Abstract
　　This study aims at emotional appeal advertisements, using fonts, images, and consumer psychology to examine how to enhance the emotional resonance of advertisements, thereby creating better advertising effects. This research adopts the experimental method and carries out three experiments in total: Experiment 1 uses the emotional advertisement headline, firstly establishes the main effect of the headline font on the advertising effects, and examines the possible impact of the product type. The results found that the use of handwritten fonts (vs. machine fonts) in the headline will bring better ad attitudes, product attitudes, brand attitudes and purchase intentions, and the effect of fonts is not moderated by product types. The effect of fonts is mediated by emotional resonance.　　
　　Experiment 2 was to clarify the impact of ad image background (contextualized vs. context-independent), exploring whether it moderated the emotional resonance and advertising effects of the font of the advertisement headline. The results revealed that handwritten fonts are more effective than machine fonts, but when the background of the ad image is contextualized, the effect of the headline font on the purchase intention will be further strengthened.
　　Experiment 3 was to verify the moderation of consumers’ situational Self-construal. It examined whether the emphasis on self (independent Self-construal) vs. family (interdependent Self-construal) in the wording of the emotional advertisement headline moderated the emotional resonance of the font of the advertisement headline and the effect of the advertisement. The results showed that when using the wording of interdependent Self-construal, such as family, compared with the wording of independent Self-construal, such as myself, in the headline, it can strengthen the positive impact of handwritten fonts on emotional resonance, ad attitudes, and product attitudes. Only when using the wording of interdependent Self-construal in the emotional advertisement headline, handwritten fonts will enhance brand attitudes and promote purchase intention.
　　This study focuses on the effects of handwritten fonts in emotional advertising headlines, and provides innovative and more diverse theoretical contributions to the research on ad image background, situational Self-construal, and emotional resonance. And the findings can be used by the advertising design industry to effectively use the psychological, emotional resonance mechanism caused by handwritten fonts to achieve better advertising effects. It is expected to help the advertising industry provide new design and application directions.

目 錄
論文審定書 ……………………………………………… i
誌謝 ……………………………………………………… ii
中文摘要 ………………...……………………………… iii
英文摘要 …………..…………………………………… iv
目錄 ……………….......………………………………… vi
圖目錄 …………………....……………………………… x
表目錄 …………………...……………………………… xi
第 一 章 緒 論 ………………………….……………… 1
第一節 研究背景 ………………….…………………… 1
第二節 研究動機 ……………….……………………… 4
第三節 研究目的 ……………………...……………… 11
第四節 研究問題 ……………………...……………… 12
第五節 研究範圍 ……………………...……………… 13
第二章 文獻探討 ……………………...……………… 14
第一節 廣告標題與感性廣告訴求 …………….…… 14
第二節 手寫字體 ……..……………………………… 17
第三節 情感共鳴 …………...………………………… 19
第四節 廣告圖像背景(情境式、無情境) ……..…… 20
第五節 自我建構 ………………………………..…… 22
第六節 廣告效果 …………………...………………… 25
第三章 研究架構與假說推論 …………..…………… 27
第一節 研究架構 ………………...…………………… 27
第二節 研究假說 ....…………………...……………… 27
一、 廣告標題字體類型對情感共鳴之關係 ……… 27
二、廣告標題字體類型對廣告效果之影響與
情感共鳴之中介 ………………………………… 29
三、 廣告圖像背景之干擾效果 …….……………… 30
四、自我建構廣告用詞之干擾效果 ……........…… 31
五、小結 ……………………………………………… 33
第四章 實驗一 ………………………...……………… 34
第一節 研究方法 ……………………………………… 34
一、樣本與實驗設計………….………..…………… 34
二、實驗刺激與前測 ………………………..……… 35
三、實驗程序…….………………..………………… 44
四、 變數衡量…..…………………………………… 44
第二節 分析結果..........……………………………… 47
一、研究樣本組成..............………………………… 47
二、變數之平均數、標準差及量表信度分析....… 48
三、操弄檢驗..........………………………………… 49
四、假說驗證…………..….………………………… 50
第五章 實驗二…………………………………...…… 55
第一節 研究方法 …………...…………………...…… 55
一、樣本與實驗設計.…….………………………… 55
二、實驗刺激 ………………..……………………… 56
三、實驗程序與變數衡量 ……………………….… 57
第二節 分析結果 …………………………………..… 58
一、研究樣本組成 ……………..…………………… 58
二、變數之平均數、標準差量表信度分析……… 60
三、操弄檢驗、控制變數……….............………… 61
四、假說驗證 ……………………......……………… 62
第六章 實驗三 ……………..………………………… 66
第一節 研究方法 ……………………………..……… 66
一、樣本與實驗設計 …………………………..…… 66
二、實驗刺激 ……………………………...………… 67
三、實驗程序與變數衡量 …..……………………… 68
第二節 分析結果 ………………………………...…… 69
一、研究樣本組成 ……………………………...…… 69
二、變數之平均數、標準差及量表信度分析.....… 70
三、操弄檢驗、控制變數 ………………..........…… 72
四、假說驗證 ……..................……………………… 75
第七章 結論與建議....…………….......……………… 79
第一節 研究發現 ..............…………………………… 79
第二節 理論意涵 …………..............………………… 82
第三節 實務建議..............................………………… 84
第四節 研究限制與未來研究方向......……………… 86
參考文獻
一、中文文獻....................…………………………… 90
二、英文文獻............………………………………… 93
附錄
附錄一：前測一問卷…………...…………………… 103
附錄二：前測二問卷…………………..…………… 108
附錄三：實驗一問卷………………......…………… 112
附錄四：實驗二問卷……………..………………… 121
附錄五：實驗三問卷………...............………………130

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