本研究以虛擬代言角色設計為主題，由恐怖谷效應的觀點提出平面廣告中虛擬代言角色的「設計式樣化程度」與「特徵擬人程度」兩種設計手法，可能對品牌權益有不同的影響。本研究收集Ads of the world網站上2016到2022年間使用虛擬代言角色為主體的103張平面廣告進行調查，研究目的包含：(a)釐清觸發恐怖谷效應與平面廣告虛擬代言角色設計的因子；(b)現況調查使用虛擬代言角色為主體的平面廣告103張，分析「設計式樣化程度」與「特徵擬人程度」的使用趨勢；(c)以實驗法探測平面廣告中虛擬代言角色使用不同「設計式樣化程度」與「特徵擬人程度」對品牌權益的影響。研究結果如下：

(1)文獻探討觸發恐怖谷效應的因子，得知擬人物的人類與非人特徵間現實程度不一致，可能是關鍵因素。同時透過式樣化與擬人化設計的文獻探討，歸納出虛擬代言角色「設計式樣化程度」(高具象/真實攝影、中具象/精密插畫、低具象/簡化描繪) 與「特徵擬人程度」(高擬人、中擬人、低擬人)的研究框架。
(2)藉由現況分析發現，平面廣告中虛擬代言角色使用中具象/精密插畫(45%)的比例高於低具象/簡化描繪(28%)與高具象/真實攝影(27%)；使用低擬人(57%)的比例佔最多，其次為中擬人(39%)最少的則是高擬人(4%)。
(3)經行為問項結果顯示，中具象/精密插畫比低具象/簡化描繪擁有更好的品牌知名度；中具象/精密插畫與低具象/簡化描繪皆比高具象/真實攝影更能提升品牌聯想；高擬人、中擬人、低擬人皆比真人(控制組)擁有更好的品牌知名度與品牌聯想；中擬人、低擬人皆比高擬人擁有更好的品牌知名度與品牌聯想。
(4)由恐怖谷效應的觀點分析實驗結果發現，虛擬代言角色使用不同的設計式樣化程度並不會觸發恐怖谷效應影響，但不同特徵擬人程度的結果趨勢則與恐怖谷效應預測相符，在使用高擬人手法時皆有明顯下降。由兩因子交互作用發現，中具象/精密插畫的設計式樣化程度會放大特徵擬人程度的恐怖谷效應。

This study is based on the design of spokes-characters. From the viewpoint of the uncanny valley hypothesis, it is suggested that the “degree of design stylization” and “degree of feature anthropomorphism” of spokes-characters in print advertising may affect brand equity differently. This study collected 103 print advertisements on Ads of the World website from 2016 to 2022 that used spokes-characters as the main characters. The objectives of this study include:(a) to identify the factors that trigger the uncanny valley hypothesis and the design of spokes-characters in print advertisements;(b) a situational survey of 103 print advertisements using virtual spokes-characters to analyze the trends in the use of “degree of design stylization” and “degree of feature anthropomorphism”; and (c) an experimental study to investigate the effects of different “degree of design stylization” and “feature anthropomorphism” on brand equity in print advertisements featuring spokes-characters. The results of the study are as follows:

(1) A literature review exploring the factors that trigger the uncanny valley hypothesis notes that the inconsistency in the degree of realism between the human and non-human features of the spokes-characters may be the key factor. By examining the literature on stylized and anthropomorphic design, we also summarize the research framework of “degree of design stylization”(high figurative/realistic photography, medium figurative/detailed illustration, low figurative/simplified depiction) and “degree of feature anthropomorphism”(high anthropomorphism, medium anthropomorphism, and low anthropomorphism) for spokes-characters.
(2) The situation analysis indicates that the use of medium figurative/detailed illustration (45%) is higher than that of low figurative/simplified depiction (28%) and high figurative/realistic photography (27%) in print ads; while the use of low anthropomorphism(57%) is the highest, followed by medium anthropomorphism (39%) and the least by high anthropomorphism (4%).
(3) The results of the behavioral survey also showed that medium figurative/detailed illustration resulted in better brand awareness than low figurative/simplified depiction; medium figurative/detailed illustration and low figurative/simplified depiction both had better brand association than high figurative/realistic photography. High, medium and low degrees of anthropomorphism all generated better brand awareness and brand association than real people (control group); and medium and low degrees of anthropomorphism all had better brand awareness and brand association than high degrees of anthropomorphism.
(4) Analysis of the experimental results from the perspective of the uncanny valley hypothesis revealed that the use of different degrees of design stylization for spokes-characters did not trigger the uncanny valley hypothesis. Still, the trend of the results for different levels of feature anthropomorphism was consistent with the prediction of the uncanny valley hypothesis, with a significant decrease in the use of a high degree of anthropomorphism. The interaction of the two factors revealed that the degree of design stylization of the medium figurative/detailed illustration amplified the uncanny valley hypothesis in terms of the degree of feature anthropomorphism.

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