社會福利機構要讓民眾知道及瞭解該機構所提供的服務，最快速的方法就是運用大眾傳播新聞媒體或以製造新聞事件增加新聞價值的方式，在電視、網路及其他媒體工具普及率極高下媒體傳播速度是不容小看的，而電視公益廣告就是方法之一。本研究所探討的是以受惠者來擔任電視廣告主角是否能加深社會大眾的印象而達到廣告效果，但僅由受惠者擔仼主角電視公益廣告並無法實際作出比較，因此將純文字視為控制組，以受惠者和名人為廣告主角的二組實驗組加以比較。
本研究依性別、年齡及個人每月剩餘可支配所得進行分層抽樣，受測者以隨機方式分配至各實驗組，每一實驗組各抽樣90份，共發出313份問卷，有效的問卷共270份，有效回收率為86.3％。本研究藉由因素分析，將同理心分成角色取替、助人快樂及認知三種同理心，而將利他行為之廣告效果分成直接幫助和間接幫助二種。研究結果發現，社福機構可在公益廣告中加強社會大眾助人快樂同理心，藉由啟發助人快樂同理心提高對受惠者採直接或間接幫助的方式，則可由受惠者擔任廣告主角的方式，讓社會大眾產生角色取替同理心即可達到廣告效果；社福機構可在電視公益廣告中加強助人快樂同理心，採直接和間接幫助的方式而達到廣告效果，而由受惠者、名人為主角或純文字皆能引發高度利他行為的廣告效果，但程度是相同的。

Social Welfare Organizations is to make people understand the service that the organization provided. The fastest way is using public media or creating news to increase the value of the issue. Under the popularity TV, Internet and other media tools, it is fast to use a public media to broadcast news. Public Service Advertising is one of the fast public media.This research is tring to go further into that using a beneficiary to play the lead in an advertisement can deepen the advertising effect or not. We cannot compare the difference only by using a beneficiary to play the lead in advertisement. That is why we use pure word to be control group, using the beneficiary and famous people to play the lead, comparing the advertising effectiveness.
There are three groups of the questionary in this research, sampling from sex, age and monthly balance income. The assayers are portioned into the groups equally at random. We picked up 90 questionary per groups, delivering 313 pieces, 270 pieces effective. The rate of effective recycling is 86.3%. This research divided empathy into role taking, making people happy and other 3 kinds of empathy, and separated the advertising effectiness of Altruism Behavior into the ways of direct and indirect.The research shows that Social Welfare Organizations can strengthen the empathy of people to help others. Raising the empathy to help others can make people to help the beneficiary in direct ways or in indirect ways. In direct way, Social Welfare Organizations can use the beneficiary to play the lead, making people role taking to reach the advertising effectiveness. In indirect way, Social Welfare Organizations can strengthen the empathy of people by using Public Service Advertising. After all, the advertising effectiveness is the same nomatter using the beneficiary, famous people or pure word to play the lead in Public Service Advertising.