廣告中人物的女性特質影響消費者品牌觀感與購買意願之研究—以香水品牌為例

Abstract

消費者對於香水廣告的觀感在構建品牌形象和形成對品牌的態度方面起著關鍵作用。本研究著眼於三個主要香水品牌，分別是Chanel香奈兒、Dior迪奧和Lancome蘭蔻，以探討消費者對不同性別特質和品牌觀感的感知。研究結果顯示，不同品牌的性別特質和品牌觀感在形成消費者對香水廣告的觀感方面呈現出獨特的特點。Chanel香奈兒的廣告性別特質主要強調高貴、熱情、浪漫優雅，試圖傳達一種高雅迷人的形象，吸引渴望擁有優雅生活方式的消費者。然而，受訪者對Chanel香奈兒的品牌觀感存在一定的認知落差，可能是因為廣告所呈現的理想化形象與消費者自身特質和價值觀的不符。Dior迪奧的廣告性別特質則注重清新、清甜、愛情元素、少女和陽光，旨在打造一種輕盈、甜美和充滿愛情元素的形象。品牌觀感則專注於傳達清新、年輕女性的形象，對年輕一代女性具有強烈的吸引力，強調現代、活潑和時尚的特質。Lancome蘭蔻的廣告性別特質強調自我意識抬頭、唯我獨尊、女性魅力和自信心，力求展現強烈且自信的形象。品牌觀感則著重於唯我獨尊感，並涉及新時代女性進步的概念，這種品牌形象可能對注重自主性和個人成就的女性產生吸引力。在性別特質對消費者的意義方面，性別角色建構、品牌聯想、鎖定目標市場、情感連結以及社會價值觀被發現是重要的影響因素。這些因素共同塑造了廣告中性別特質所帶來的消費者感知，並在香水廣告中發揮著不可忽視的作用。綜合而言，本研究深入探討了消費者對不同香水廣告的觀感及其形成的因素，為品牌制定更有效的行銷策略提供了有價值的參考。這些研究結果有助於品牌更好地理解目標市場，並擬定更具吸引力和符合潮流的廣告策略，以提升品牌在競爭激烈的香水市場中的競爭力。Consumer perceptions of perfume advertisements play a crucial role in shaping brand images and forming attitudes towards brands. This study focuses on three major perfume brands: Chanel, Dior, and Lancome, exploring consumer perceptions of different gender traits and brand impressions. The results reveal unique characteristics in the portrayal of gender traits and brand impressions for each brand.Firstly, Chanel's advertisements emphasize traits of nobility, passion, and romantic elegance, aiming to convey an image of refined charm to attract consumers aspiring to an elegant lifestyle. However, there exists a perceptual gap among respondents regarding Chanel's brand impression, possibly due to an idealized image in the ads that may not align with consumers' own traits and values. Secondly, Dior's advertisements highlight traits of freshness, sweetness, elements of love, girlhood, and sunshine, creatingan image of lightness, sweetness, and romance. The brand impression focuses on conveying an image of fresh, young women, appealing strongly to the younger generation with emphasis on modern, lively, and fashionable qualities.Lastly, Lancome's advertisements emphasize traits of self-awareness, uniqueness, female charm, and confidence, aiming to portray a strong and self-assured image. The brand impression centers on a sense of uniqueness, involving concepts of progress for the new-age woman, which may appeal to women valuing independence and personal achievement. Regarding the significance of gender traits for consumers, factors such as gender role construction, brand association, target market alignment, emotional connection, andsocietal values were found to be crucial influencing factors. These factors collectively shape consumer perceptions of gender traits in advertisements, playing an essential role in perfume advertising.In conclusion, this study provides valuable insights into consumer perceptions of different perfume advertisements and the factors influencing their formation. These research findings assist brands in better understanding their target markets and devising more attractive and trend-conscious advertising strategies to enhance competitiveness in the highly competitive perfume market.