English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50922408      Online Users : 973
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
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57083
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57083


    Title: 廣告創意、處理經驗與溝通效果
    Advertising Creativity, Processing Experiences, and Communication Effects
    Authors: 吳岳剛
    Wu, Yueh-Gang
    Contributors: 政大廣告系
    Keywords: 廣告創意;處理經驗;溝通效果
    Date: 2008-07
    Issue Date: 2013-03-06 14:10:45 (UTC+8)
    Abstract: 相對於廣告創意在行銷溝通上的影響力,我們對於廣告創意的了解,顯得模糊而且沒有系統。本文主張廣告創意應該以消費者處理廣告的「經驗」作為討論的依據。「有創意」指的是為消費者帶來「驚喜」和「難忘的愉悅記憶」的廣告。本文首先探討廣告經驗與品牌體驗之間的關係,然後將處理經驗分成感官、認知、與價值經驗。最後,作者分享「政大廣告系二十周年慶」海報設計的過程,以展現經驗觀點可以如何應用在實際創作中,對創意的發想與評估產生幫助。
    Relation: 廣告學研究,30,63-84
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    030-3.pdf1893KbAdobe PDF2994View/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