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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/84945


    Title: 電影頻道廣告態度之初探
    Authors: 王愛君
    Contributors: 郭貞
    王愛君
    Keywords: 廣告態度
    廣告記憶度
    電影
    有線電視電影頻道
    Date: 2001
    Issue Date: 2016-04-15 16:02:43 (UTC+8)
    Abstract: 本研究是想要了解在有線電視電影頻道中，觀眾對於在悲傷或是快樂電影中的高潮進行中、高潮結束後、非高潮時放入廣告的廣告態度及記憶度有何差異。研究結果顯示：一、當電影在電視上播放時，不同廣告插入時機(高潮進行中、高潮結束後、非高潮時)，對觀眾的觀影情緒的確會有影響。二、在廣告態度方面，電影本身的情感類型(悲傷或是快樂電影)影響廣告態度不大，但是廣告的插入時機是決定性的因素。三、在觀眾的廣告記憶度方面，電影中的廣告插入時機和情感類型似乎都是有影響的。
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    Description: 碩士
    國立政治大學
    廣告學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001136
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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