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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29746
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29746


    Title: 台灣與西方廣告表現之跨文化分析-時報廣告金像獎與倫敦國際廣告獎之得獎影片比較
    Authors: 張智隆
    Contributors: 鄭自隆
    張智隆
    Keywords: 內容分析
    文化呈現
    訊息內容
    時報廣告金像獎
    倫敦國際廣告獎
    Date: 2004
    Issue Date: 2009-09-11 16:13:33 (UTC+8)
    Abstract: 本研究之目的在協助廣告人對中外廣告的語境表徵及文化差異有更進一步的了解,供其在製作廣告上細部的思考,進而能讓廣告適切扮演推動社會進步的角色。台灣與西方國家在廣告的訊息內容及文化呈現上是否有所差異,影響因素為何,為研究問題所在。

    本研究採內容分析法,以2000年到2002年時報廣告金像獎及倫敦國際廣告獎之得獎影片為研究對象,進行跨文化之比較分析。研究主要發現有四:第一,兩者多以塑造形象、軟性銷售及幽默訴求為主,此類作品的表現手法較易奪得評審的青睞。第二,後者使用反面陳述的比例較高,主要原因為西方文化中的個人與社會承擔風險的反應程度較高所致。第三,前者以背景音樂為主,後者則以主題歌曲為多,究其原因為前者評選著重內容情節,而後者則在創意、設計、技術等方面齊頭並重。第四,在文化呈現方面,權力距離、不確定性規避、群體主義、柔性作風四類目,前者均高於後者且呈現顯著差異,反應出東西方文化本質上的不同;而個人主義和剛性作風並無顯著差異,可能原因為近年西風東漸,台灣文化亦逐漸走向個人主義抬頭,重視成就與效率等面向(特別是在個人主義類目,前者尚呈現逐年上升的趨勢);後者在不同年代文化呈現的類目均無顯著差異,說明了西方文化處於一種較為穩定的狀態。
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    Description: 碩士
    國立政治大學
    廣告研究所
    92452001
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0924520011
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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