隨著時代的變遷，自由、平等、與人權的觀念逐漸提升，性別平權的議題也愈發受到重視，儘管社會對多元性別群體接納的程度越來越高，他們仍面臨許多社會挑戰。因此，如何提升社會對多元性別群體的支持和減少社會歧視與偏見成為重要的議題。而廣告是一種常見的行銷方式，有助於提升消費者的關注和購買意願，但是較少的研究將廣告用於提升少數族群的支持度。因此，本研究將使用圖像搭配文字的廣告海報，旨在增進社會大眾對多元性別群體的支持及減少歧視與偏見。本研究將正面和負面情感訴求應用於服務廣告中，透過喚起個體不同的情緒感受，進而影響其最終行為反應，例如親社會行為及多元性別偏見態度。同時，研究探討不同利益對象的調節作用。
本研究以刺激-有機體-反應理論(Stimulus-Organism-Response, SOR)建構研究模型，將廣告視為外在環境的刺激，受試者的情緒感受視為有機體，而親社會行為及多元性別偏見態度被視為最終的行為反應。透過情感訴求和不同利益對象的廣告影響受試者的情緒感受，觀察受試者在不同情緒狀態下的行為反應。為了確認這些變數的關聯性，本研究使用問卷調查蒐集資料，待蒐集一定樣本數後，將進行獨立樣本t檢定、多變量變異數分析、信度與效度分析和多元線性回歸分析進行假說的驗證。
本研究成功喚起受試者不同的情緒感受，正面與負面情緒分別影響個體對多元性別群體的親社會行為與偏見之行為反應。研究結果顯示，樂觀與愛的情緒正向影響同性婚姻態度；驕傲與愛的情緒正向影響多元性別群體的社會支持。然而，自信與羞愧的情緒則負向影響同性婚姻態度，並加劇多元性別偏見。這說明，並非所有正面與負面情緒對於有機體的最終行為反應皆帶來正向的影響。此一結果對社會組織在推動多元性別議題時，提供重要的參考依據。此外，本研究針對多元性別議題採用具體情緒細分的方法進行分析，為相關研究領域提供了新的研究方向。

With growing awareness of freedom, equality, and human rights, gender equality has received increasing attention. Although acceptance of gender-diverse groups is rising, they still face social challenges. Therefore, promoting support and reducing discrimination against these groups has become an important issue. Advertising, though commonly used in marketing, has rarely been applied to increase support for minority groups.

This study uses visual and textual posters to promote support for gender-diverse individuals and reduce prejudice. Positive and negative emotional appeals are applied in advertisements to trigger different emotional responses and influence behaviors such as prosocial actions and attitudes toward gender diversity. The study also explores the moderating effect of benefit orientation, contrasting self-interest and altruism.

Based on the Stimulus-Organism-Response (SOR) model, advertisements are treated as stimuli, emotional responses as the organism, and prosocial behavior and prejudice as responses. Data is collected through surveys, and analyses such as t-tests, MANOVA, and regression are used to test hypotheses.

Results show that different emotions affect behavior differently. Optimism and love increase support for same-sex marriage, while pride and love enhance social support. However, confidence and shame negatively impact attitudes and increase prejudice. This suggests that not all positive or negative emotions lead to beneficial outcomes. These findings provide practical insights for advocacy and open new directions for gender diversity research.

中文文獻
駱俊宏、林燕卿、王素女、林蕙瑛（2005）。從異性戀霸權、父權體制觀看同性戀者之處境與污名。台灣性學期刊，11，61-73。https://doi.org/10.6784/FJS.200509.0061

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