English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113303/144284 (79%)
Visitors : 50807677      Online Users : 884
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3588


    Title: 個人創造力理論模式之建構：以台灣地區廣告業為例
    Other Titles: A Qualitative Inquiry for the Understanding of Advertising Creativity
    Authors: 陳文玲
    Keywords: 廣告業;創造力;廣告教育;人格特質;人際互動;創意思考
    Advertising industry;Creativity;Advertising education;Personality characteristics;Interpersonal interaction;Creative thinking
    Date: 1999
    Issue Date: 2007-04-18 16:32:34 (UTC+8)
    Publisher: 臺北市：國立政治大學廣告學系
    Abstract: 在學術研究裡,廣告創意所受到的注目遠低於其實際應佔的份量,有鑑於此,本研究以十位廣告創意人員為深度訪談的對象,企圖瞭解、分析、歸納各種可能影響廣告從業人員創意表現的元素。根據訪談結果,本研究歸納出四個影響廣告創意的重要因素︰環境、知識、能力與人格特質。比較本研究與國外相關研究的結論,發現兩點不同之處︰第一,受訪者認為國內的廣告教育與實務工作嚴重脫節。第二,台灣廣告業的組織樣態比歐美國家來得更多元、複雜,建議以後的研究應該把資金來源、技術來源、管理者國籍以及台灣廣告業獨特的歷史背景與發展過程等相關因素納入研究範疇之內。
    Creativity is a critical component in the advertising process, but it has yet to attract comparable attention in the literature. To amplify the research venue, this study explores crucial factors that may influence advertising creativity by in-depth interviews. Based on findings from the interviews, four factors were found to be directly related to advertising creativity. These factors are working environment, professional and nonprofessional knowledge, creative thinking ability and personal characteristics. Suggestions for further research and recommendations for advertising business are also offered..
    Description: 核定金額：312700元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

    Files in This Item:

    File Description SizeFormat
    882412H004020.pdf66KbAdobe PDF22051View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback