情緒效價導入環保短片之研究與創作

Abstract

環境保護是一種普世價值，2015年，聯合國提出的永續發展目標（Sustainable Development Goals，SDGs）也漸漸融入在各方，不論是政府、企業、學校、個人，逐步將此觀念帶入國家發展方向、企業經營方針、教學理念、個人行為等。傳播是傳遞訊息中一項很重要的管道，新媒體的崛起，讓訊息傳播不再是少數人的權力，但也因為現今社會資訊量爆炸，信息碎片化的時代，人們汲取的訊息量多，卻沒有深刻的理解與記憶，讓資訊猶如過眼雲煙，因此，人人的專注力與訊息獲取的多寡，逐漸成為廣告行銷所重視的項目；影像之傳遞又較圖像之傳遞不同，並非一眼即看完，而是有需吸引閱聽者繼續看下去的動力；廣告短片受限於片長，在有限的時間內必須完整表達所欲傳達之訊息予閱聽者，影片若成功使閱聽者看完，亦需將所欲傳達之訊息與觀念，深刻傳遞給閱聽者，並進而產生廣告效果之中，AIDMA最後的Action行動，本研究將一般商業行銷中購買之行動，視為願意做出改變之行動，綜合上述，閱聽者對於環保影片之廣告態度尤為重要。又人是情感中最為豐富的動物，也是造就現在環保問題的源頭，因此本研究採用SAM量表，探究不同情緒效價之環保短片，對於閱聽者是否達到喚醒程度。因應「環境保護，人人有責」的觀念，受測對象不做年齡、性別、國籍之限制，並使用無紙化網路問卷之形式，隨機尋找施測對象。在喚醒程度方面，快樂效價對於一般閱聽者來說，其感受的興奮程度較低，觀看影片時，原本的情緒較不易受到影片的影響而產生波動。平靜效價、悲傷效價、嚴肅效價之環保短片，在喚醒度上皆有被喚醒。廣告態度方面，悲傷效價在行動力、印象、吸引力方面，結果皆為不顯著，快樂效價在印象深刻上亦屬於不顯著。Environmental protection is a universal value, and the Sustainable Development Goals (SDGs) proposed by the United Nations in 2015 have gradually been embraced by various stakeholders. Whether it's governments, businesses, schools, or individuals, this concept is gradually being incorporated into national development strategies, business management principles, teaching philosophies, and personal behaviors. Communication serves as a crucial channel for message transmission, and the rise of new media has democratized the power of information dissemination. However, in today's society characterized by information overload and fragmented content, people are exposed to a large volume of information without deep understanding and memory, causing information to become transient and fleeting. As a result, the level of attention and information acquisition by individuals has become an important factor emphasized in advertising and marketing. The transmission of visuals differs from that of static images; it requires the ability to captivate viewers and motivate them to continue watching. Advertisement videos, constrained by their duration, must effectively convey the intended message to viewers within a limited time. Successfully engaging viewers to watch the entire video is just the first step; the message and concepts conveyed must be deeply communicated and subsequently generate the desired advertising effects, particularly the"Action" stage in the AIDMA model. In this study, the purchasing action typically associated with commercial marketing is regarded as a willingness to make a change. Overall, viewers' attitudes towards environmental advertisement videos are of particular importance. As humans are emotionally complex beings and also the source of current environmental issues, this study adopts the Self-Assessment Manikin (SAM) scale to explore whether environmental short films with different emotional valences achieve the desired level of awakening among viewers. In line with the concept of"environmental protection is everyone's responsibility," the study participants are not limited by age, gender, or nationality, and an online questionnaire is used in a paperless format to randomly select respondents. Regarding the level of awakening, for the general audience, the experience of excitement with the positive valence is relatively low, as the original emotional state is less susceptible to fluctuations influenced by the videos. However, environmental short films with neutral, sad,and serious emotional valences all succeed in awakening viewers. In terms of advertising attitudes, the sad valence does not significantly affect the dimensions of action, impression, and attractiveness. Similarly, for the happy valence, the impact on deep impression is also statistically insignificant.