自1993年起，臺灣已邁入高齡化社會，但由於媒體對高齡化的不當宣導，使社會對高齡者產生誤解。所以，要積極面對高齡化社會問題必須改變高齡者在媒體中的形象。故本研究試圖以配適理論探討高齡者代言人與何種廣告模式配適，才能產生較佳的廣告效果，並進一步加入代言人類型、代言人性別、代言人數量為調節變項。
本研究以因子實驗設計，施測人次共420人次。研究結果顯示：一、高齡者代言人配適比較性廣告模式的廣告效果顯著高於推薦式廣告模式；二、高齡者代言人類型具有調節效果，且在推薦式廣告模式中，典型消費者型高齡者代言人的廣告效果顯著高於專家型高齡者代言人；三、高齡者代言人性別具有調節效果，且在比較性廣告模式中，男性高齡者代言人的廣告效果顯著高於女性齡者代言人；四、高齡者代言人數量具有調節效果，且在推薦式廣告模式中，單一高齡者代言人的廣告效果顯著高於多位高齡者代言人。最後，本研究根據資料分析結果，提出理論與實務上的建議，供後續研究參考。
關鍵詞：高齡者代言人、廣告模式、廣告效果、配適理論

Taiwan became an aging society since 1993. However, people are misunderstanding about aging because of the media. Therefore, we need to change the image of elderly people in the media if we want to solve the problem of aging society. In the present study, the author attempted to examine how ad effectiveness is affected by the match up of elderly endorser and ad mode, and endorser types, endorser gender and quantity of endorser as moderators. The results indicate that: 1. the Ad Effectiveness of Elderly endorser with comparative advertisement is significant better than endorsed Advertisement. 2. Elderly endorser types have moderating effect. And that Ad Effectiveness of general consumer types is significant better than professional types in endorsed Advertisement. 3. Elderly endorser gender has moderating effect. And that Ad Effectiveness of male elderly endorser is significant better than female elderly endorser in comparative advertisement. 4. Quantity of Elderly endorser has moderating effect. And that single elderly endorser is significant better than numerous elderly endorsers in endorsed Advertisement. Based on these results, implications for marketers are suggested and discussed.

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