近幾年發現，圖文創作者或品牌公司經常以創作的「圖文角色」，透過「好萌」、「好可愛」的特徵，加點文字或姿態，以角色就是行銷本體，喚起消費者的共鳴，並以品牌聯名的廣告方式進行曝光，藉由雙方品牌的影響力，提升不同消費族群的購買意願。另一方面，圖文角色IP在廣告中需傳達的訊息與閱聽人如何解讀該廣告的訊息有著很大的關聯。不僅如此，廣告中的色調應用除了常見的色調外，亦有不少廣告是以黑白為主體，因此本研究認為，廣告色調是角色IP和廣告訊息的核心，若將彩色與黑白色調的廣告呈現延伸至消費者對於不同類型的角色IP與廣告訊息的評估上，將有助於品牌在選擇及設計上更具有彈性。因此在廣告中加入不同類型的可愛元素與不同訊息的果斷程度是否會因為不同的色調而產生不同的影響？著實令人好奇。鑑此，本研究基於解釋水平理論的觀點，探討三者之間的搭配是否會使消費者對廣告有不同的想像及評估，以及觸發消費者不同的感受，進而形成不一樣的廣告效果。藉此透過實驗設計來驗證廣告中加入不同可愛類型元素與不同的廣告訊息，是否會與廣告色調達成適配，讓廣告受眾有較佳的流暢度與評價。

本研究採用實驗法進行，實驗一為2（可愛類型元素：嬰兒可愛 vs.古怪可愛) x2 (廣告訊息：果斷 vs.非果斷) 之二因子組間設計；實驗二則為2（可愛類型元素：嬰兒可愛 vs.古怪可愛) x2 (廣告訊息：果斷 vs.非果斷) x2 (廣告色調：彩色 vs.黑白)之三因子組間設計。研究結果發現，可愛類型和廣告訊息的二階適配對處理流暢度無顯著影響，且無論是嬰兒可愛或古怪可愛、果斷訊息或非果斷訊息兩者間的適配；以及加入彩色或黑白三者間的適配，並不會透過處理流暢度而影響廣告效果。但可愛類型和廣告訊息的二階適配對廣告效果有顯著影響，即為廣告中使用古怪可愛搭配果斷訊息會產生較高的廣告效果；以及可愛類型、廣告訊息、廣告色調的三階適配對處理流暢度和廣告效果也是有顯著影響，即為廣告中加入古怪可愛搭配果斷訊息時，在使用彩色色調呈現，會產生較高的處理流暢度和廣告效果；在嬰兒可愛方面同樣也是搭配果斷訊息，在使用彩色色調呈現，會有較高的處理流暢度和廣告效果。鑑此，本研究結果能為後續的可愛類型、廣告訊息和廣告色調相關研究，更進一步提供學術之研究探討並有所幫助。

In recent years, it has been discovered that there is a significant correlation between the message that graphic and textual character IP need to convey in advertisements and how the audience interprets the message of the advertisement. Furthermore, in addition to the common use of advertising color in advertisements, there are also many ads that primarily use black and white colors. Therefore, this study believes that the advertising color of advertisements is crucial to both the character IP and ad messages. If the presentation of color and black-and-white colors advertisements is extended to consumers' evaluation of different types of character IP and ad messages, it will help brands to be more flexible in their selection and design.Through experimental design, the study aims to verify whether the inclusion of different cute elements and different ad messages in advertisements, when combined with different advertising color, will result in better fluency and evaluations from the advertising audience.

This study was conducted using an experimental method. Experiment one employed a 2 (cute type : baby cute vs. quirky cute) x 2 (ad messages : assertive vs. non-assertive) factorial between-subjects design. Experiment two utilized a 2 (cute type : baby cute vs. quirky cute) x 2 (ad messages : assertive vs. non-assertive) x 2 (advertising color : color vs. black and white) three-factor between-subjects design. The research findings indicate that the second-order fit between the cute type and the ad messages has no significant impact on processing fluency, regardless of whether it is baby cute or quirky cute, assertive or non-assertive, and the addition of color or black and white. Furthermore, it does not affect advertising effectiveness through processing fluency. However, the second-order fit between the cute type and the ad messages significantly affects advertising effectiveness. Specifically, using quirky cute with a assertive in the advertisement generates higher advertising effectiveness. Additionally, the third-order fit between the cute type, ad messages, and advertising color has a significant impact on processing fluency and advertising effectiveness. For instance, using quirky cute with a assertive and presenting it in color in the advertisement results in higher processing fluency and advertising effectiveness. The same applies to using baby cute with a ad messages and presenting it in color. Therefore, these research results can further contribute to academic research on the cute type,ad messages, and advertising color, providing assistance for subsequent studies.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目 錄 v
圖 次 vii
表 次 viii
第一章 、緒論 1
第一節、研究背景 1
第二節、研究動機 6
第三節、研究問題 9
第四節、研究目的 9
第二章 、文獻探討 10
第一節、解釋水平理論 10
第二節、可愛的相關研究 13
第三節、廣告訊息與說服力 19
第四節、色調與消費者行為 24
第五節、處理流暢度 28
第六節、廣告效果 29
第三章 、研究架構與假說推論 30
第一節、研究架構 30
第二節、研究假說 31
第四章 、實驗一 36
第一節、實驗前測 36
第二節、實驗一 39
第五章 、實驗二 60
第一節、實驗設計 60
第二節、分析結果 64
第六章 、結論與建議 96
第一節、主要研究發現與討論 96
第二節、理論貢獻 99
第三節、實務貢獻 99
第四節、研究限制與未來方向 100
參考文獻 102
附錄一、前測問卷 110
附錄二、實驗一正式問卷 115
附錄三、實驗二正式問卷 120

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