Based on the Council of Agriculture Agricultural Statistics, the rice consumption is decreasing year by year, rice is no longer the normal goods, instead turn out to be inferior goods, the COA commissioned new generation director who directed the ad "Did you eat Rice? Are not having a meal in order to reduce weight? ", trying to induce people to eat more rice by humor way, but the statistics also show that the results are not as expected. So for consumers'' preference on Advertising Imagery to understand the meaning 0f levels and attributes is the motivation of this study.
This study analyzes the attributes of consumers'' preference on Advertising Imagery by the decomposition method of conjoint analysis, including advertising message content, message appeals, ad text rendering and advertising performance practices, such as four attributes to the overall contour method using SPSS orthogonal arrangement partial factorial design, resulting in 16 planning cards. Through 387 valid questionnaires, the first step is using of all consumers prefer to do cluster analysis by self-explicated model, there are four clusters,including 「emotional-slice of life」,「rational- slice of life」,「narrative」and「testimonial」.Then to estimate the utility part-worth value of each segment by hybrid model. To list the first three ,that is, for the best combination of advertising imagery.
The results show that for rice advertising imagery, advertising performance practices can cause the most attention of consumers, and the second most important is advertising message content ,of its levels in product information and positive messages. The results also pointed out that its part-worth value is negative in negative advertising and conveied the message in humor way. So the rice advertising imagery is concerned, is not the most resonates with consumers.