本研究旨在探討健康宣導訊息中，不同的訴求與内容對閲聽人接 受程度的差異爲何。本研究以關懷愛滋病患平面公益廣告爲例，試圖 藉不同的訊息訴求與内容設計，探究閲聽人對宣導主題的注意、喜愛 與相信程度以及所影響的相關態度與行爲意向。 本研究採用2 (情感訴求）X2 (行動訴求）X3 (代言人）的三 因子實驗設計，共招募346名18-25歲的受試者參與正式實驗。根據實 驗結果，受試者較喜愛使用溫馨訴求的公益廣告；使用不悦訴求的廣 告比使用溫馨訴求者較易引起受試者的注意，但兩種情感訴求的使用 對受試者對廣告的採信程度、對愛滋病患態度以及幫助愛滋病患意願 上並無顯著差異。此外，在廣告訊息中提供誘因或解決方法比無提供 者更能增進對訊息的採信程度，但行動呼籲訴求使用與否對受試者在 訊息的喜愛程度、態度與行爲意向上並未顯示差異；三種代言人訴求 對受試者的訊息接受程度以及三自變項的各階交互作用皆未達顯著。 本研究最後提出研究限制與檢討，並對宣導訊息設計的研究與實務提 出建議。

This study aims to investigate the impact of message appeals of AIDS public service announcements (PSAs) on audience reception. The study in particular is interested in exploring how the use of the following three types of appeals influence audience’s attention, liking，evaluation of PSA’s believability，attitudes and behavioral intention regarding the rights and the care of people with AIDS (PWAs): (l)spokesperson factor (use of celebrity, peer or no use at all) ; (2)affective appeals (positive vs. negative) ; and (3)incentives or solutions provided in the contents. A 2 (affect) X 2 (solution) X 3 (spokesperson) experimental design was conducted. The study recruited 346 subjects aged 18-25 to participate in the experiment. Results of the study showed that subjects assigned to the negative affect condition paid more attention to the experimental PSAs than those in the positive condition, but the latter tended to like the PSAs better. Solutions or incentives provided in the PSAs could induce subjects to believe the ad more, although the same main effects were not observed on subjects’ liking, attitudes and behavioral intention regarding PWAs. The use of spokespersons also yielded no significant effects on subjects* reception of PSAs. Implications of the study to health campaign researchers and practitioners are discussed.