近年來，隨著IP經濟的興起與角色圖像的商業化運用日益成熟，卡通IP已成為廣告設計中常見的代言人類型，廣泛應用於各類產品廣告，成為吸引消費者目光與傳遞品牌形象的重要元素。平面廣告中，圖像設計屬性如圖像大小與角色造型，可能影響消費者對廣告的反應。其中，圖像大小具有隱喻意涵，可能引導消費者對角色產生不同的感知評價（如：可愛、溫暖、能力）與情緒反應（如：愉悅、喚起），進而影響廣告效果。
本研究採實驗法，進行兩項獨立實驗，分別以牙膏與咖啡機廣告為情境，操弄卡通IP代言人圖像大小（大vs. 小），測量其引發的感知可愛、感知溫暖、感知能力、情緒愉悅與情緒喚起如何影響廣告效果（廣告態度、品牌態度與購買意願），同時探討卡通角色造型（人類vs.非人類）的干擾效果。實驗結果發現：圖像大 (vs. 小) 會穩定提升感知能力與情緒愉悅，在功利性產品且非人類造型或是享樂性產品且人類造型時，圖像大 (vs. 小) 會提升情緒愉悅進而增加廣告效果；在功利性產品且人類造型，圖像小有助提升購買意願；在享樂性產品且非人類造型，則圖像小有助提升感知可愛，進而改善廣告態度。
本研究結果將有助釐清卡通IP圖像設計如何透過心理路徑影響消費者廣告效果反應，對卡通IP代言人運用、廣告視覺設計、概念隱喻與圖像基模等消費者心理相關領域提供理論貢獻。實務上，亦可作為廣告設計與行銷策略之參考，協助針對不同的圖像大小與角色造型組合搭配，以提升整體廣告溝通效果。

In recent years, the rise of the IP economy and the increasing commercialization of character imagery have made cartoon IPs a prevalent type of endorser in advertising design. Widely used in various product advertisements, cartoon IP characters play a vital role in capturing consumer attention and conveying brand identity. In print advertising, visual design elements such as image size and character form may influence consumers’ responses to the advertisement. Notably, image size carries metaphorical meanings that may shape consumers’ perceptions of the character (e.g., cuteness, warmth, competence) and emotional responses (e.g., pleasure, arousal), thereby affecting advertising effectiveness.
This study employed an experimental method and conducted two independent experiments using toothpaste and coffee machine advertisements as the stimuli. The experiments manipulated the image size of cartoon IP spokes-characters (large vs. small) and measured how it influenced perceived cuteness, warmth, competence, pleasure, and arousal, which in turn affected advertising outcomes including attitude toward the ad, brand attitude, and purchase intention. The moderating effect of character form (human vs. non-human) was also examined. The results showed that large (vs. small) images consistently enhanced perceived competence and pleasure. Specifically, in the context of utilitarian products with non-human characters or hedonic products with human characters, larger images increased pleasure, thereby improving advertising effectiveness. Conversely, for utilitarian products with human characters, smaller images enhanced purchase intention, while in the case of hedonic products with non-human characters, smaller images improved perceived cuteness, which in turn enhanced attitudes toward the ad.
These findings help clarify how cartoon IP visual design influences advertising effectiveness through underlying psychological mechanisms. Theoretically, the study contributes to research on cartoon IP endorsement, visual advertising design, conceptual metaphor, and image schema within consumer psychology. Practically, the results offer strategic implications for advertisers and marketers, highlighting how optimal combinations of image size and character form can be leveraged to improve advertising communication outcomes.

目 錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第一章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機 7
第三節、 研究問題 10
第四節、 研究目的 11
第五節、 研究流程 12
第二章、 文獻回顧 13
第一節、 卡通IP相關研究 13
第二節、 廣告與代言人相關研究 16
第三節、 概念隱喻與圖像基模 20
第四節、 圖像大小在廣告中的相關研究 27
第五節、 感知可愛相關研究 29
第六節、 感知溫暖及感知能力相關研究 32
第七節、 情緒相關研究 33
第三章、 研究架構與假說推論 36
第一節、 研究架構 36
第二節、 卡通IP代言人圖像大小對廣告效果的影響 36
第三節、 卡通角色造型的干擾效果 43
第四章、 研究方法 46
第一節、 實驗概述 46
一、 研究對象 46
二、 前測一 46
三、 前測二 53
第二節、 正式實驗一 60
第三節、 正式實驗一結果分析 64
第四節、 正式實驗二 85
第五節、 正式實驗二結果分析 88
第五章、 結論與建議 110
第一節、 研究發現 110
第二節、 研究意涵 122
第三節、 研究限制與未來研究方向 130
第六章、 參考文獻 134
第七章、 附錄 159
附錄一、前測一問卷：卡通IP角色特質調查A版 159
附錄二、前測一問卷：卡通IP角色特質調查B版 174
附錄三、前測二問卷：產品性別調查 189
附錄四、實驗一問卷：牙膏廣告觀後感調查 192
附錄五、實驗二問卷：咖啡機廣告觀後感調查 205
附錄六、後測問卷：產品類型調查 218

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