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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104872


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    題名: 雙親介入方式對學齡前幼兒廣告認知力之影響
    其他題名: The Impact of Parental Mediation on Pre-school Children`s Cognitive Capability in Processing TV Commercials
    作者: 蕭湘文;蔡蓉蓉
    關鍵詞: 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
    上傳時間: 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
    資料類型: article
    顯示於類別:[廣告學研究] 期刊論文

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