全球暖化的議題近年來在全世界日漸被重視，各國皆希望透過廣告或各種傳播的方式來告知大眾暖化問題的研究性，因此在媒體的間斷性報導下，閱聽眾對此議題皆有基本認知，但卻對解決暖化問題的態度上呈現高度不確定與兩極的看法（楊意菁＆徐美苓，2012），這表示廣告宣傳似乎未達到閱聽眾的心中。
　　根據資訊處理典範，敘事廣告能夠誘發閱聽眾對訊息產生敘事資訊處理，進而影響閱聽眾的情感反應，研究者提出，當全球暖化議題的公益廣告，若在敘事廣告的範疇下，使用不同的敘事結構，能否產生不同的資訊處理反應，最終影響閱聽眾的同理心，最終去影響閱聽眾對議題的態度與行為意圖。因此將敘事結構中的人稱情境作為本研究的操弄變項，試圖去了解不同人稱情境（第一人稱、第二人、戲劇情境）能否產生不同資訊處理心智反應（敘事型自我指涉、分析型自我指涉、角色認同），並且找出哪種模式能引起最多的同理心，依此來對學術與實務操作上提出貢獻。
　　因此提出三個研究問題：（一）不同表現形式的敘事廣告產生的心理歷程為何？（二）不同表現形式產生不同心理歷程隊引發閱聽眾的同理心是否有差異？（三）三種不同表現形式所引發的同理心，是否能影響閱聽眾的態度及行為意圖？使用實驗法，將受試者分三大組別，分別閱讀第一人稱情境、第二人稱情境、戲劇情境廣告，並且回答實驗問卷，最終回收結果為201份。
　　研究發現，角色認同相較於其他兩者資訊處理反應，更能誘發同理心，但在人稱情境產生資訊處理反應的過程中，卻發現三組之間在角色認同的組別並無明顯差異，此發現顯示在人稱情境的使用過程中，亦要考量到閱聽眾在閱讀的視角，無論如何，使用不同的人稱情境的確能對同理心產生不同影響。

　　The issue of Climate Change is more and more important in the world these year. All countries in various ways, through advertising or spread to inform the public of the seriousness of the problem of global warming. Therefore, under intermittent media coverage, audience has basic knowledge about this issue, but showed a high degree of uncertainty attitude of solving the problem of global warming.
　　According information processing paradigm, narrative advertisement can evoke audience to processing message, and influence people’s emotional reaction. This research use personal pronoun be the operating variables, information processing react and empathy be the intervening variables, try to know which reaction will evoke audience more empathy.
　　Three research question: (1) Different personal pronoun will evoke what kind of information processing? (2) Different information processing will evoke what extent of empathy? (3) Can empathy affect audience’s attitude and behavior? The subjects were divided into three groups, read the advertisement context and answer the questionnaire.
　　The study find that identification in comparison to the other two information processing, it can induce more empathy. But the result found that no significant differences among the three groups about personal pronoun. The findings show that in the context of the person pronoun, the use of different situations can indeed produce different effects on empathy.

第一章、前言
第一節、研究動機與目的
第二節、研究問題
第貳章、文獻探討
第一節、敘事廣告與人稱
第二節、自我指涉（Self-referencing）
第三節、角色認同（Identification）
第四節、同理心（Empathy）
第五節、研究架構與假設推論
第參章、研究方法
第一節、研究變項操作型定義
第二節、實驗刺激物操弄檢定
第三節、正式實驗施測
第肆章、資料分析
第一節、樣本結構基本分析
第二節、自變項操弄檢定與問卷信度分析
第三節、假設驗證
第伍章、結論
第一節、小結
第二節、討論
第三節、研究限制與未來建議
參考文獻
附錄一
附錄二
附錄三
附錄四

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