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政大機構典藏 > 傳播學院 > 新聞學系 > 會議論文 > Item 140.119/62765

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Title:	瘦身廣告的第三人效果
Other Titles:	The Third Person Effect of Slimming Advertisement
Authors:	林美雅;向倩儀;蔡維鴻 Lin, Mei Ya;Chiang, Chien Yi;Tsai, Wei Humg
Contributors:	國立政治大學新聞研究所
Keywords:	身體意象;社會距離;社會壓力;涉入感;第三人效果;瘦身廣告 body image;involvement;the third person effect;slimming advertisement;social distance;social pressure
Date:	2005
Issue Date:	2013-12-19 14:32:52 (UTC+8)
Abstract:	本研究發現，第三人效果研究也可適用於瘦身廣告，再次證明Davison（1983）的第三人效果假設。此外，本研究最重要的發現是，就瘦身廣告的第三人效果而言，社會距離的假設在女性身上並不成立。研究結果發現，不只男性傾向認為瘦身廣告對其他女性的影響較大，連女性也傾向認為瘦身廣告對其他女性的影響較大，甚至還會比男性更傾向認為瘦身廣告對其他女性造成較大的影響。至於涉入感和社會壓力越高者，會產生所謂的顛倒第三人效果。這是本研究有趣的發現。 The main finding in this research is, we found that third person effect research is also suitable to be used in slimming advertising. Again, the data collected also supports Davidson`s third person effect hypothesis in our research. However, social distance hypothesis of women in this research has gained no support. Result shows that not only men are more likely to think that slimming advertisement has greater effect on their female counterparts, women have such thought too, or even more so. Nevertheless, our research has made some interesting findings too. We noticed that social involvement and stress may cause the so called inverted third person effect.
Relation:	中華傳播學會年會研討會
Data Type:	conference
Appears in Collections:	[新聞學系] 會議論文

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