非營利組織由於人力和資金等的不足，在宣導理念行為時較受侷限，公益組織應當思考怎樣的廣告型式，能省成本且讓廣告效果提升。過去許多研究表明，訊息和顏色聯想的適配會影響消費者對廣告的評估，因此本研究欲探討在不同訊息框架的非營利廣告中，搭配不同的廣告色調時，如何影響消費者對廣告的評價。本研究採用實驗室實驗法，操弄在非營利廣告中，正負面的訊息框架與時間訊息框架的遠近進行文案操作，分別搭配彩色與黑白色調，衡量消費者對非營利廣告的態度和議題重視度。實驗結果顯示，當公益廣告文宣以正面訊息框架或時間訊息框架近時，使用彩色比起黑白色調，有更高的廣告態度及議題重視程度。而當公益廣告文宣分別以負面訊息框架或時間訊息框架遠時，使用黑白比起彩色色調，有更高的廣告態度及議題重視程度。本研究結果可提供非營利組織透過更精準的廣告操作與消費者溝通，創造非營利廣告獨有的行銷優勢。
Due to the lack of human and financial resources, nonprofit organizations are more limited in promoting conceptual behaviors, and public service organizations should consider what advertising formats can save costs and enhance advertising effectiveness. Therefore, this study aims to investigate how different color in nonprofit advertisements with different message frameworks affect consumers' evaluation of advertisements. In this study, a laboratory experiment was conducted to measure consumers' attitudes toward nonprofit advertisements and the importance of issues by manipulating the proximity of the positive and negative message frames to distant temporal message frame in nonprofit advertisements, with color and black and white. The experimental results showed that when the public advertisements were framed by positive messages or near temporal message frame, the use of color had a higher degree of attitude and issue importance than black and white tones. When public advertisements were framed by negative messages or temporal messages, the use of black and white was associated with higher attitudes and issues than color. The results of this study may provide nonprofit organizations with the opportunity to create unique marketing advantages for nonprofit advertising by communicating with consumers through more precise advertising practices.
