政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104872
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113648/144635 (79%)
造访人次 : 51572332      在线人数 : 745
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104872


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104872


    题名: 雙親介入方式對學齡前幼兒廣告認知力之影響
    其它题名: The Impact of Parental Mediation on Pre-school Children`s Cognitive Capability in Processing TV Commercials
    作者: 蕭湘文;蔡蓉蓉
    关键词: 雙親介入方式;學齡前幼兒;廣告認知力
    Commercial cognition;Parental mediation;Pre-school children
    日期: 2009-07
    上传时间: 2016-12-14 14:19:58 (UTC+8)
    摘要: 本研究主要想了解在快速成長的兒童廣告中，家長陪看電視習慣與態度對學齡前幼兒的廣告認知力有何影響。經由便利抽樣，選取台北市文山區十一所公私立幼稚園，並於2008年4月間以問卷調查了二百一十九位的家長及其幼童。本研究主要發現有三：（一）幼童年齡對廣告認知力有顯著影響；性別或觀看電視量與廣告認知力則無明顯關係。（二）在廣告認知力三項指標當中，雙親介入方式只對幼童廣告目的辨別力有顯著影響。（三）雙親介入的三種方式對幼童廣告認知力的影響程度上並無太大差別。
    This study aimed at examining the impact of parental mediation on preschool children`s cognitive capabilities in processing TV commercials. By non-random sampling, 219 students with their parents from 11 kindergartens in Taipei City were surveyed in April, 2008. The results showed that: (1) Children with different ages had demonstrated different capabilities in processing TV commercials. However, children`s sex and the amount of TV viewing were not significantly correlated with children`s cognitive capabilities. (2) The extent of parental mediation was positively and significantly correlated with children`s capabilities in recognizing commercial intentions. (3) Three types of parental mediation showed similar patterns of impact on children`s cognitive capabilities.
    關聯: 廣告學研究, 32, 1-25
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 大小格式浏览次数
    32-1(p.1-25).pdf424KbAdobe PDF2288检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈