現今社會，學習外語已成為必然的國際趨勢。然而過去的廣告策略多專注於良好的語言能力將增加出國留學與高所得等功利觀點。本研究所採用之求偶動機的廣告策略，過去多用於奢侈品、香水、口紅等商品，對於是否能夠增進語言課程的購買意願，是未曾探索過的議題。有鑑於當前年輕世代的消費心態與上一代明顯不同，本研究中，將製作廣告並設計實驗，探討年輕世代如何回應以伴侶防衛機制與伴侶吸引力機制設計的廣告及傳單，並探究其消費意願提高的機制。本研究透過網站招募收測者、觀看影片、並填答問卷，共收到有效樣本181人。研究結果顯示，伴侶防衛機制與伴侶吸引力兩個版本的廣告，對於個人魅力與社會地位價值兩個感知並沒有造成顯著的差異。然而，相對於低單身恐懼知覺，在伴侶吸引力版本的廣告中，較高的單身恐懼知覺，會在個人魅力與社會地位價值兩個感知產生顯著的差異，在伴侶防衛版本中則沒有產生顯著差異。本研究結果，將可應用為法語課程的廣告與傳單設計，帶來新的觀點。

Learning foreign languages has become an inevitable trend in many parts of the world in the present days. However, previous advertising strategies have tended to focus on the utilitarian claim that good language skills can increase one’s opportunities to study abroad and earn a high income. The target products using the mating goal advertising strategy have been discussed in terms of luxury goods, perfumes, lipsticks and cars, and research has not yet explored whether mating goals can increase consumers’ purchase intention towards language courses, in view of the fact that current thinking about the young generation’s consumption is significantly different from the previous generation. In the current study, advertisements and design experiments are produced to explore how the young generation responds to advertisements and flyers designed with a mate guarding goal and a mate attraction goal to explore the improvement of purchase intention towards French language courses. This study recruited participants to watch videos and then complete questionnaires online, and a total of 181 valid samples were received. The results show that two versions of an advertisement based on mate guarding and mate attraction did not show a significant difference in viewers’ perceptions of attractiveness and social status value. However, compared to those with low fear of being single, participants with high fear of being single under the mate attractive condition showed a significant difference in perceptions of attractiveness and social status value. There was no difference under the mate guarding condition. The results of this study bring new perspectives regarding the design of advertisements and flyers for French language courses.

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