to be using all examples of advertising. I am doing this for two reasons. One is because

全程使用廣告作為例子，我這麼做的原因有兩個，一是因為

they're good illustrations of the content. But two, again, I want to continue with the message

廣告能夠很好的將其所要表達的內容圖像化，再者，我想要利用這個訊息再次說明

that social psychology is everywhere and it is certainly present in advertising that always

社會心理學是無所不在的，而且其在廣告的呈現上更是必須的

need and we absolutely see advertising all the time in our life. So now, whenever you

要件，並且，在生活中我們隨時隨地都可以看見廣告。所以，每當你

are seeing advertising, I also want you to think about social psychology and how you

看著廣告的時候，我希望你能夠同時思考社會心理學相關理論，以及如何

can use social psychology to understand your daily lives.

能夠將社會心理學運用在你的日常生活中。

This is the elaboration likelihood model. The elaboration likelihood model says that

這裡談到的是推敲可能模式，在推敲可能性模式中提到

persuasion occurs through one of two routes, the central route or the peripheral route.

說服的發生是經由兩種途徑之一，分別是中央途徑或邊緣途徑

The central route uses facts to persuade people and the peripheral route uses feelings. So,

所謂的中央途徑是利用事實來說服人們，而邊緣途徑則是利用人們的感覺。現在，

here is an example of the central route and the peripheral route in an ad. I will give

這裡是廣告中分別運用了中央途徑以及邊緣途徑的例子，讓我們花

a moment to look at these and we will talk about them. So you can see the central route

一點時間來看一下然後討論。好的，你們看到了使用中央途徑的廣告中

ad is giving a lot of facts about this Mercedes- Benz and it’s giving you things, you know,

列舉了許多跟賓士車相關的事實，一些東西，你知道

concrete things, to think about why you might want to purchase a Mercedes-Benz. If you contrast

一些非常有力的東西，這讓你開始思考為什麼你也許想要買一輛賓士車。如果你對照比較

it with the peripheral route ad, it’s just a cool-looking ad and it makes you think like

一下另一個利用邊緣途徑的廣告，你只看到了一輛酷炫的車子，而這讓你想到

“Woo, the Mercedes-Benz is kind of cool.” There is no facts you are learning about the

「哇哦！賓士車似乎滿酷的。」在這個廣告中並沒有任何進一步的事實

Mercedes-Benz but you are having positive feelings towards this Mercedes-Benz. So, these

與賓士車相關，但是你對賓士車卻有了正面的好感。這些是

ads are examples of a central route ad and a peripheral route ad.

廣告中分別使用了中央途徑與邊緣途徑的例子

Both elements into an ad that’s best and pause the video, and look at this. When you

在一個廣告中同時運用兩種元素是最好的，現在請暫停影片，然後看看這個畫面，當你

are ready, un-pause it and we will talk about it. So, in this ad, you have a peripheral

準備好了，取消暫停然後我們再進行討論。好的，在這個廣告中，你看到一個邊緣途徑

going to have positive feelings towards that baby. It also has central route because there

讓你對這個寶寶產生正面的感覺，在這裡面也包含了中央途徑，因為這上面

are facts and the facts are talking about protecting her from these childhood diseases

列出了一些事實，這些事實是關於保護這個寶寶遠離各種的兒童疾病

by giving her a vaccine. In this ad, it’s using both peripheral route and central route to give a message.

的方法是為她注射疫苗。在這個廣告中，同時使用了邊緣途徑與中央途徑來傳達訊息

About promotion versus prevention focus. A

這個方式也就是經由預防定向理論來進行宣傳。當一個

promotion focus ad or a persuasive argument is going to say “Hey! If you do this, then

廣告為促進定向或是說服論點時，其訊息為「嗨！如果你這麼做，那麼

good things will happen.” A prevent focus will say “Hey! If you do this, bad things

將會有好事發生。」而預防定向則是說：「嘿！如果你這麼做，不好的事情

will happen.” A promotion focus ad is going to be about all the positive things and a

將會發生。」一個促進定向的廣告傳達的是事物的正面意義，而一個

prevention focus ad will talk about the negative things. So what I am going to do is I'm

預防定向的廣告則將傳達事物的負面意義。所以接下來我要做的事情是我要

going to have you click this link below and watch this Subway food ad. After you watch

請你們點擊下方這個連結並且看看這個潛艇堡的廣告，等你看過之後

it, come back to the lecture and, while you are watching it, think about which part of

再回到課程中，另外，當你在看的同時，想一想哪個部分

the ad is promotion focus and which part of the ad is prevention focus. So, go ahead and

在這個廣告中是促進定向，而哪個部分是屬於預防定向，現在，請進行

click the link. When you are done, come to this lecture.

點擊連結做的動作，當你看完後，再回到課程來，

So, that ad always makes me laugh. The first part of the ad is the prevention focus part

好的，這個廣告總是讓我發笑，在廣告的第1部分是預防定向的部分

of the ad talking about how you don’t want these things, you don’t want double

這裡面的內容是告訴你，你並不想要這些東西，你不想要雙層

blubber or thunder thighs. The promotion part of the ad is the part of the ad that talks

肥厚的脂肪或是多汁的大腿肉。廣告中促進定向的部分則是談論到

about these are the things that fit into healthy heart diets and you do want to have a healthy

有關於合適的飲食以及對心臟健康有益處的食物，而且你真正想要的正是擁有一個健康的

heart. This ad does a great job of illustrating both prevention focus and promotion focus.

心臟，在這個廣告中很好的同時運用了預防定向與促進定向

That’s why I always use it but I want to take a little bit more time to talk about

這是為什麼我經常利用這個廣告作為例子，現在，我想多利用一點時間討論

the distinction between prevention focus and promotion focus. Prevention focus ads tend

預防定向與促進定向之間的差別，預防定向廣告

to be far more effective than promotion focus ads because prevention focus is on the basis

比起促進定向廣告更有效的多，因為預防定向是立基於

of fear. Fear is a very basic emotion. And if you can get somebody by their fear, it’s

恐懼，恐懼是非常基本的情緒，而如果你可以讓某些人因為恐懼而注意你的訊息

really hard to overcome this. I am going to give an example of a persuasive message that

將會令人非常難以忘記，我接下來要舉的是一個說服性的訊息

has prevention focus and how, despite the fact that this message is really not correct,

其中包含了預防定向以及預防定向如何造成影響。雖然事實上，這個訊息並不十分正確

people continue to believe it because it’s framed prevention focus and it makes it hard

但是人們始終相信它，這是因為這項訊息是由預防定向所構成的，這使得人們難以

for them to evaluate this message. So what we are going to talk about is the

忘記這個訊息，我們將要進行的討論是

MMR vaccine and autism hoax. Some of you may always know about this. In 1998, Andrew Wakefield

麻疹、風疹、腮腺炎混合疫苗與自閉症。你們有些人可能聽說過，在1998年，安德魯 偉克菲德爾

published a paper linking MMR vaccine to autism. First, I should say that there are many many

發表了一個研究報告提出接種麻疹、風疹、腮腺炎混合疫苗可能會引發自閉症。首先，我要說明，除了混合疫苗外

more vaccines of MMR vaccines. One of the problems is that people are taking this paper

還有許多許多許多其他疫苗，這裡面的問題是人們接受了這個研究報告的論點

and they are applying it from just MMR vaccines to all vaccines. But we are going to explain

並且將其施加在所有的疫苗上，但是我們即將說明

how this paper itself isn’t worth anything. There are serious and major violations in

何以這份報告是毫無價值的。在此一事件中有幾個嚴重並且主要的違失問題

this study…appalling kinds of violation. So first, the researcher was paid to find

在這份研究報告中...有著令人震驚的違規行為。第一個，這位研究人員是受雇來找出

evidence that this vaccine causes autism and had applied patents for an alternative vaccine

此一疫苗導致自閉症的證據，另外，他當時正為了另一種替代疫苗申請專利權中

so he was paid for and he also had even more financial interest because he wanted to prove

所以他是受雇的並且他還有另一項金錢上的考慮因素，因為他想要證明

that the vaccine that was being used wasn’t worthwhile so his vaccine would be selected.

使用中的混合疫苗是沒有價值的，如此一來，他自己研發的疫苗才能夠取而代之。

So he had a huge financial incentive to find that there was a link between this particular

因此他有極大的金錢上的誘因來找出這個特定的疫苗以及

vaccine and autism. Next, it only had a sample size of 12 people and several of the participants’

自閉症之間的關聯性。其次，該試驗所使用的測試樣本的大小只有12個人以及幾位參與者的

parents had financial incentive to report that the vaccine causes autism. So it was

父母親，他們也一樣因為金錢的誘因，而提出了混合疫苗導致自閉症的報告，因此這是

a very small sample size and, even with a small sample size, it’s hard to believe

一個極小的樣本範圍，而且即使是這麼小的樣本範圍，卻讓人難以相信

that a lot of those parents were correctly reporting what was going on because they had

是否大多數父母都有正確的報告了研究的進程，因為他們有著

a financial reason to say that there was the link. So, this paper in 2010 was fully retracted

金錢上的理由去提出兩者之間有關聯的說法。所以，這份報告在2010年被駁回並撤銷。

and Wakefield was thrown out of the medical profession. There are some people who said

並且將偉克菲爾德逐出了醫藥界。有些人認為

that this is the most dangerous medical hoax within the last hundred years. The rise of

這是在近幾百年中最嚴重的醫藥詐欺，因此而增加的

measles, mumps, and rubella is a serious thing and there are a lot of doctors who are very

麻疹、腮腺炎以及風疹病例造成嚴重的問題，並且有許多的醫生對此表達了極度的

concerned about it. None of that would have happened if this guy hadn’t been trying

關切。這些事情本來應該是不會發生的，如果這位仁兄不曾試圖

to make money. That is sort of the information why the study is totally false. Further, signs

從中牟利的話。以上就是關於這項研究是不正確的相關資訊。再更進一步的說，自閉症的

of autism tend to manifest around the age as when children are receiving vaccines. Now,

徵狀開始出現的時間通常正好是在孩童們接種疫苗的年紀。現在，

we are all very good critical thinkers and we are all psychologists here and we know

我們都是很好的批判思想家，並且在這裡的都是心理學家，而我們知道

that correlation does not equal to causation. So even if your child receives a vaccine and

關聯性不等於就有因果關係，因此即使你的孩子接種疫苗並且

later on develops signs of autism, that doesn’t mean the vaccine caused autism because age

在那之後出現了自閉症的徵候，並不表示就是疫苗導致了自閉症，因為年齡

is a confound. Age is happening both to determine when your child should be getting vaccines

是一個混和因素。年齡用來斷定你的小孩何時應該接種疫苗，同時

and when signs of autism might manifest. As psychologists and people who understand research,

也用來判斷自閉症可能發生的時間。身為心理學家以及對於研究有所了解的人，

you understand that you cannot make a causal claim with just correlational data. Lastly,

你懂得你不能只憑著關聯性的資料就宣稱是因為A而導致B，最後，

there is overwhelming evidence that vaccines don’t cause autism. There was a meta-analysis

有一個壓倒性的證據證明疫苗並不會導致自閉症的發生。有一個由1千2百萬個兒童

of 1.2 million children, which is pretty much too big to even wrap your head around, by

參與的後設分析，這個資料量的範圍大到將你的頭整個包起來還多很多，這是由

Taylor, Swerdferger, and Eslick (2014). They found that vaccines don’t cause autism and,

泰勒，斯威佛格和艾斯里克(2014)所主持的。他們發現疫苗不會導致自閉症並且，

in fact, children who did not have the vaccine were 16% more likely to have autism than children

事實上，沒有接種疫苗的孩童有多出16%的機率出現自閉症的機率相較於有接種疫苗

who did. So, not only do vaccines not cause autism, but the children who didn’t have

的孩童。所以，不只是疫苗不會導致自閉症，而且那些沒有接種疫苗的

the vaccine were even more likely to have autism. So, why do I present all this information?

小孩甚至有比較多的可能會得到自閉症。所以，為什麼我要提出這一切的資訊呢?

Because the point is that, if you tell a parent, this vaccine might cause autism. That is a

因為重點是，如果你告訴一位父母親，這個疫苗會導致自閉症，這是一種

prevention focus message saying “Don’t get this vaccine because, if you do, this

預防定向的訊息，它傳達了：「不要接種這個疫苗因為，如果你這麼做，這個

bad thing is going to happen, your child might have autism.” Despite all of this evidence

壞的結果就會發生，你的小孩可能會得到自閉症。」儘管所有的證據

that you can see right now on your screen that there is no reason to believe that this

正出現在你的螢幕中讓你親眼看著它，你沒有理由相信這個所謂

vaccine causes autism, many parent cannot overcome that prevention focus message and

疫苗會導致自閉症的說法，許多家長們仍然無法戰勝這個訊息並且去接收

take this information into consideration and realize that vaccines actually should be given

這個資訊來考慮並了解到事實上應該要讓小孩子

to their children. Because prevention focus message is so incredibly strong and people

接種疫苗。這是因為預防定向訊息有著不可思議的強大力量而且人們

find it very difficult to overcome them, they are very very effective. In this case, it’s

發現很難去壓制它們，它們是非常、非常、非常的有效力。在這種情況下，會

actually causing a huge problem, a lot of children are getting sick and there is a lot

帶來極大的問題，許多的小孩因此而生病，而且也使許多

of doctors who are very concerned. This prevention focus message is having sort of a disastrous

的醫生非常的關心這個現象，這個預防定向訊息有著類似災難性的

effect. Even with all of this evidence that you can give to parents, they cannot overcome

效力。即使你能提供給家長們所有的證據，他們還是無法遺忘

this prevention focus message. So, this is meant to explain to you how strong prevention

這項預防定向訊息。所以，這正說明了預防定向的訊息可以有

focus messages can be.

多麼強大的威力。