美國軍隊嘗試以招募廣告鼓勵潛在的志願役美國公民，期望影響其對軍隊的看法趨於正 面，進而增加投入軍旅的意願。英雄式形象是美軍招募廣告過去美軍最常使用的說服策略之 一。而媒體的預示效果常被運用在廣告中，探討影響閱聽人對於特定團體的評價與態度。本研 究的主要目標為，檢視募兵廣告中的士兵英雄形象，如何正向影響民眾對美國軍隊的態度。本 研究使用3X2混合式實驗設計（#=197)，檢驗2個受試者本身以外的自變數，包含從軍意向 的高低以及英雄招募廣告的接觸程度。研究者設定應變項為受試者對於軍隊的綜合評價（軍隊 的優秀程度、軍隊的競爭力、軍隊的廉能程度、軍隊的啟發程度、軍隊的戰力堅實程度、軍隊 的倫理水準、軍隊的誠實水準）、對於美軍執行維和任務的評價、對於美軍國土防衛的評價、 對於美軍全球部屬的評價。結果發現，對社會大眾而言，招募廣告中的英雄形象確實可以激發 受使者的預示效果，進而影響其對於軍隊整體價與態度趨於正面。英雄形象的密集程度越高預 示效果的成效顯著。

The U.S. Department of Defense (DoD) has conducted military recruitment advertising to attract potential soldiers and to encourage positive perceptions of the military among the American public. Soldier-hero images are among the most persuasive strategies in the DoD’s storytelling pattern in its recruiting commercials. Media priming effects have been shown to influence, or prime, the criteria that the public uses to evaluate the overall performance of a specific group. A primary concern of this research was to determine how the soldier-hero images represented in the U.S. DoD’s recruitment ads result in a positive evaluation of military services by the public. This experimental research examined how priming intensity and valence influenced participants’ (N= 197) evaluations of military services in multiple dimensions, including general evaluations(how good is the military, how competent is the military, how much integrity does the military have, how inspiring is the military, how strong is the military, how moral is the military, how honest is the military), evaluations of peacekeeping missions, evaluations of the prevention of U.S. national crises, and evaluations of the concept of worldwide military services. The preliminary results showed that military recruiting commercial with hero-images can trigger participants’ priming effect. Hence, a higher intensity level of hero- image would cause a higher priming level. Implications are discussed.