政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103273

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113325/144300 (79%)
Visitors : 51158468 Online Users : 941

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大典藏 > Journals of NCCU > The Journal of Advertising & Public Relations > Journal Articles > Item 140.119/103273

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103273

Title:	電視廣告議題設定效果之初探
Other Titles:	A Study on the Agends-Setting Function of Television Commercials: A New Prospect
Authors:	高振盛
Contributors:	國立政治大學廣告學系
Keywords:	設定;電視廣告;議題
Date:	1994-07
Issue Date:	2016-10-25 15:30:58 (UTC+8)
Abstract:	大眾媒介議題設定（Agenda-Setting）研究自1970年代以來多以政治性議題為檢驗的對象，就理論本身的內涵及發展而言，有必要擴大議題的性質及適用範圍。本文試圖探討電視廣告所能提供有關產品訊息對觀眾的影響，以檢視議題設定模式衡量廣告效果的適用性。本研究以運動飲料電視廣告為例，結果驗証了大部分假設。此外、傳播行為變項的電視使用情形、產品電視廣告接觸情形等，都會影響議題設定效果。 Since 1970, most researches of Agends-Setting Were centered on the political issues. It is useful to extend the properties and theoretrcal contents of Agenda-Setting. This paper tried to sstudy the impacts of TV communicials proauct message to TV audiences and the test the fitness of Agenda-Setting model in measuring the advertising effectiveness. This study focused on the TV commenials of sporting drinks. The resulte of the study verified most of by hypotheses. Besiaes, communication behwior varialles such as TV usage and contacte of TV product messages also imfluenced the effectiveness of Agenda-Setting.
Relation:	廣告學研究, 4, 41-70
Data Type:	article
Appears in Collections:	[The Journal of Advertising & Public Relations ] Journal Articles

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML2	488	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...