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    题名: 模特兒與警語的使用對香菸廣告效果的影響
    作者: 黃澤民
    贡献者: 黃國隆
    黃澤民
    日期: 1990
    1989
    上传时间: 2016-05-02 17:06:57 (UTC+8)
    摘要: 在吸菸害處廣為人知、禁菸運動廣為推行之時，香菸廣告對吸菸行為帶來的可能影響仍是未有定論。香菸商針對不同的廣告對象，藉著精心設計的廣告，以各種模特兒的形象訴求，試圖抵消吸菸有害健康的警訊對現存吸菸者及潛在消費者的影響，以維持並擴展香菸的市場。本研究的主要目的乃是探討香菸廣告中模特兒與健康警語的呈現對香菸廣告效果的影影;另外並探討個人對吸菸害處的信念對香菸廣告效果的影響。
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    黃淑玲(民75) 明示品牌比較的廣告效果──廣告型態、產品參與度、訊息量的影響研究。國立交通大學管理科學研究所碩士論文。
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    描述: 碩士
    國立政治大學
    心理學系
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002005187
    数据类型: thesis
    显示于类别:[心理學系] 學位論文

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