政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/91154
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113483/144470 (79%)
Visitors : 51375194      Online Users : 785
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/140.119/91154


    Title: 電視廣告議題設定效果之初探
    Authors: 高振盛
    Contributors: 王石番
    高振盛
    Date: 1991
    Issue Date: 2016-05-05 13:37:46 (UTC+8)
    Abstract: 論文摘要
    一、研究目的
    大眾媒介議題設定(Agenda –Setting)研究自1970年代以來，多以政治性議題為檢驗的對象，就理論本身的內涵及發展而言，有必要擴大議題的性質及適用範圍。
    本研究以電視廣告為例，檢視議題設定模式的適用性，主要的目的有二:
    1.以非政治性/商業廣告大眾媒介議題，檢證議題設定模式是否適用於選舉以外之議題；及不同性質的媒介議題，其議題設定功能有何差異？
    2.分析閱聽人的傳播行為、人口特質等對商業廣告議題設定效果的影響。
    二、研究方法：
    本研究採用內容分析及問卷調查：
    1 .內容分析：蒐集民國72年至78年間三家電視台播映電視廣告中各品牌的運動飲料廣告，計得24種品牌133種廣告。依廣告中所強調的產品屬性，分為成份、功能、價格、包裝、容量、口味、促銷及通路等八種分類分別計分。
    2.問卷調查：以立意抽樣抽選393名大學學生，在民國79年2月期間以問卷調查方式蒐集受試者對電視廣告的個人議題、人口特質及傳播行為等資料。
    三、統計方法
    以斯皮爾曼等級相關法(Spearman Rank Correlation) 計算媒介議題及個人議題之間的關聯性。
    四、研究發現：
    1.電視廣告愈強調的訊息，和受試者所認知的廣告訊息愈一致。
    2.閱聽人看電視廣告的多寡情形，並不影響議題設定效果；但閱聽人愈常看到運動飲料產品電視廣告，則個人議題和媒介議題愈一致。
    3.閱聽人飲用運動飲料多寡的程度，在議題設定效果上，並未造成差異。
    4.閱聽人的性別、參與社團及運動情形，對電視廣告議題設定效果並無影響。
    Reference: 參考書目
    一、中文部分
    王石番(民80)
    傳播內容分析法一理論與驗證。台北：幼獅書局。王石番(民80)
    「十年來台灣地區廣告發展分析」，中華民國新聞年鑑，台北：台北市新聞記者公會，頁299-307行政院主計處(民76)
    「台灣地區時間運用調查報告」臺北。
    林東素，王嵩音(民80)
    「民眾對電視廣告之評價」民意學術季刊，157期，頁91-108。
    徐佳士(民77)
    「十年來之廣告與社會」廣告十年：1978-1987，台北：時報出版公司，頁17 。
    胡哲生(民70)
    電視觀賞者區隔分析 台北：台大商學研究所碩士論文。
    張錦華(民79)
    「傳播效果理論批評」新聞學研究，第四十二集，台北：政大新聞研究所，頁110 。
    廖淑伶(民79)
    議題設定效果因素之探討：媒介特性，人口變項，傳播行為與大眾媒介議題設定之關聯性分析 台北：政大新聞研究所碩士論文。
    楊國樞、文崇一、吳聰賢、李亦園編(民75)
    社會及行為科學研究法。台北：東華書局。
    潘家慶、王石番、謝瀛春(民79)
    台灣地區大眾傳播與議題設定之研究，台北：政大新聞研究所，行政院國家科學委員會補助研究計畫。
    鄭明樁(民80)
    「電視廣告與影像文化的概念架構」，當代63期，頁30-47
    鄭瑞城(民79)
    透視傳播媒介，台北：天下文化出版社。
    賴峰亮(民80)
    一席之地：生活飲料崛起奧秘，台北：文集書局。
    蕭富峰(民79)
    「1989年重大商戰解析：健康意識擋不住的感覺」中時晚報，79年3月10日，15版。
    羅文坤(民75)
    行銷傳播學，台北：三民書局。
    羅文輝(民80)
    精確新聞報導，台北：正中書局。
    劉水深(民70)
    行銷管理，台北：華泰書局。
    劉毅志(民77)
    「我國廣告業的回顧和前瞻」，廣告與消費者，作者自印。
    二、英文部分
    Aaker.D. and J.Meyers (1982)
    Advertising Management , Englewood Cliffs. NJ: Prentice-Hall
    Adoni , H. and S. Mane (1984)
    "Media and the Social Construction of Reality: Toward an Integration of Theory and Research.” Communication Research. 11(3) :323-340
    Alba. J. and A. Chattopadhyay (1986)
    "Salience Effects in Brand Recall." Journal of Marketing Research. 23:363
    Atkin.C. (1975)
    "Effects of Campaign Advertising and Newscasts on Children." Journalism Quarterly. 54(3) :503-508
    Atwater. T., M. Salwen and R. Anderson (1985)
    "Media Agenda-Setting with Environrnent Issues." Journalisrn Quarterly , 62(2) :393-397
    Becker. L. , M. McCombs and J. McLeod (1975)
    "The Development of Political Cognitions". in S. Chaffee (ed.) Political Comrnunication:
    Issues and Strategies for Research , Beverly Hills , CA: Sage , p39.
    Benton , M. and P. Frazier (1976)
    "The Agenda-Setting Function of the Mass Media at Three Levels of Information Holding ," Cornrnunciation Research_ 3 (3) : 261-294
    Berger.A(1989)
    Seeing is Believing , CA: Mayfield
    Blood , R. (1980)
    "Cornpeting Models of Agenda-Setting: Issue Obstrusiveness vs. Media Exposure ,"
    paper presented at the Association for Education in Journalism , Boston.MA.
    Blurnler , J. and D.McOuail (1969)
    Television in Politics, Chicago , IL: Univ. of Chicago Press
    Blumler , J. and M. Gurevitch (1982)
    "The Political Effects of Mass Communication". in Gurevitch , M. , T.Bennet. J.Curran and J. Wallacott , (eds) Culture , Society and the Media , London: Methuen , pp.236-267.
    Bowers , T. (1973)
    "Newspaper Political Advertising and the Agenda-Setting Function, Journalism Quarterly , 50(3) :552-556
    Chaffee , S. , H.Jackson-Beeck , S.Duvall and D.Wilson (1977)
    "Mass Communication in Political Socialization , in S. Rensbon (eds.) handbook of Political Socialization ,New York: The Free Press , pp.701-725
    Collin , B. (1983)
    "Learning from Television News: A Critique of the Research , Journal of Broadcasting , 17:359-370
    DeFleur , M. and S.Ball-Rokeach (1988)
    Theories of Mass Communication, New York: Longman
    Demmers D. , D.Draff , Y.Choi and B.Pessm(1989)
    "Issue Obstrusiveness and the Agenda-Setting Effects of National Network News . "
    Communication Research. 16(6):793-812
    Dowling G. (1980)
    "Information Content in US and Australian TV Advertising ," Journal of Marketing , 44(4) :34-37
    Eaton , H. (1989)
    “Agenda -Setting With Bi-Weekly Data On Content of Three National Media."
    Journalism Quarterly , 66(4) ;942-948
    Engel. J. , M. Warshaw and T. Kinner (1987)
    Promotional Strategy: Managing the Marketing Communication Process, Homewood , IL: Irwin.
    Erbring , L. E. Goldenberg and A. Miller (1980)
    Frontpage News and Real-World Cues: A New Look at Agenda-Setting by the Media
    American Journal of Political Science , 24:16-49
    Eyal. C. , J. Winter and W. DeGorge (1981)
    "The Concept of Time Frame in Agenda-Setting ," Mass Communication Review Year、book ， 2:212-218
    Ghorpade , S. (1986)
    "Agenda Setting: A Test of Advertising`s Neglected Function ," Journal of Advertising Research , 26(1) :23-27
    Harmon , R. , N.Razzook and b. Stern(1983)
    "The Information Content of Comparative Magazine Ads" , Journal of Advertising , 12(4) :10-19.
    Harrison. T. (1987)
    A Handbook of Advertising Techniques , London: Kogan Page.
    Healey , J. , and H. Kassarjian(1983)
    "Advertising Substantiation and Advertiser Response: A Content Analysis of Magazine Ads" , Journal of Marketing , 47(2) :107-117.
    Jacoby , J. (1984)
    "Perspectives on Information Overload ," Journal of Consumer Research, 10:432-35.
    Hefzallah , l. and P. Maloney(1979)
    "Are There Only Six Kinds of TV Commercials" Journal of Advertising Research , 19(1) :57-62
    Hill , D. (1985)
    “Viewer Characteristics and Agenda-Setting by Television News ," Public Opinion Quarterly , 49:340-50.
    H?gel, R. , W.Degenhardt and H.Weiss (1989)
    "Structural Equation Models: for the Analysis of the Agenda Process" Eourpean Journal o :f Communication , 4:191-210
    Iyengar , S. and D. Kinder (1987)
    News That Matters: Television and American Opinion , Chicago , IL: Univ. o :f Chicago Press , pp.48-50
    Jamieson. K. and K. Campbell (1983)
    The Interplay of Influence: Mass Media and Their Publics in News , Advertising , Politics ,
    New York: Wadsworth
    Johonson , A. (1990)
    "Trends in Political Communication: A selection Review of Research in the 1980`s ," in Swanson , D. and D. Nimmo(ed.)
    New Directions in Political Communication , Beverly Hills , CA: Sage
    Kaid , L. (1981)
    "Political Advertising ," in Nimmo , D. and S.Keith (ed)
    Handbook of Political Communication , Beverly Hills , CA: Sage , pp.263-265
    Kaid.L. and K.Sanders (1978)
    "Political Television Commercials: An Experimenta1 Study of Type and Length ,"
    Communication Research, 5:57-70
    Klapper. J. (1960)
    The Effects of Mass Communication, New York: the Free Press.
    Krugman. H. (1965)
    "The Impact of Television Advertising ," Public Opinion Quarterly , 29:349-356
    Larsen. o. (1964)
    "Social Effects of Mass Communication ," in Fairs. R. (eds.) Handbook of Modern Sociology Chicago.IL: Rand McNally. p.348
    Madden. C.. M. Caballero and S. Matsukubo(1986)
    "Analysis of Information Content in US and Japanese Magazine Ads". Journal of Advertising , 15 (3) : 38 -45.
    Manhiem , J. and R.Albritton (1988)
    "Changing National Images: International Public Relations and Media Agenda-Setting ,
    the American Political Science Review , 78:641-657
    McClure , R. and T. Patter、son (1974)
    "Television News and Political Advertising. " Communication Research , 1:3-31
    and T. Patterson (1976)
    "Setting the Political Agenda: Print vs. Network News. “ Journal of Cornmunication. 26:23-28
    McCombs. M. (1977)
    "Newspapers vs. Television: Mass Comrnunication Effects Across Time." cited in McCombs , M. and D. Shaw (1977)
    The Emergence of Arnerican Political Issues: The Agenda-Setting Function of the Press.
    St. Paul , MN: West.
    and D. Shaw (1977)
    The Ernergence of American Political Issues: The Agenda-Setting Function of the Press. St. Paul. MN: West Publishing
    McCombs. M. (1981)
    "The Agenda-Setting Approach" in D. Nimmo and K. Sander、s (eds) Handbook of Political Communication. Beverly Hills. CA: Sage.pp.121-140
    McCombs. M and D. Weaver (1973)
    "Voters` Need for Orientation and Use of Mass Communication." in Sohn. A. . (1978)
    "A Longtitudinal Analysis of Local Non-political Agenda-Setting Effect,” Journalsim Quarterly 55(2) :325-333
    McGuire , W. (1974)
    "Psychological Motives and Communication Gratification ," in Blumler , J. and E. Katz (ed) The Use of Mass Commun?cations.
    Beverly Hills , CA: Sage. p.179.
    McQuai 1 , D. (1987)
    Mass Communication: An Introduction. Beverly Hills , CA: Sage. p.254
    (1982)
    Sociology of Mass Communication. (ed) Harmondsworth: Penguin.
    Meyers. W. (1984)
    The Image Makers: Power and Persuasion on Madison Avenue. New York: McGraw-Hill
    Olson. D. , M. Schlinger and C. Young(1982)
    "How Consumers React to New Product Ads , Journal of Advertising Research , 22(3) :24-30
    Paber. R. and M. Storey (1984)
    "Recall of Information from Political Advertising." Journal of Advertising , 13 (3) : 39-44
    Pasadeos. y. , G. Key. S.Hal1 and C.Morvi11o(1987)
    "Information Content of Newspaper Advertisement" Newspaper Research Journal 1.8(3):1-10.
    Pearl. D.. L.Bouthi1er and J. Lazar (ed.)
    Te1evision and Behavior. Rockvi11e.MD: Institute of Nationa1 Hea1th. pp.191-200
    Percy , L . and J. Rossiter (1980)
    Advertising Strategy , New York: Praeger
    Resnik , A. and B. Stern (1977)
    "Analysis of 1nformation Content in TV Advertising ," Journal of Marketing, 41(1):50-53
    Robinson , M. (1976)
    Public Affairs Television and the Growth of Political Malaise: The Case of "The Selling of the Pentagon , " American Political Science Review , 70:409-432
    - and C. Zukin (1976)
    "Television and the Wallace Vote.” Journal of Communication , 26:79-83
    Rogers , E. and J. Dearing (1988)
    "Agenda -Setting Research: \\`/here Has It Been , Where Is It Going?" Cornmunication Yearbook. 11: 561
    Sa1wen , M. (1988)
    "Effect of Accumulation of Coverage on Issue Salience in Agenda-Setting ," Journalism Quarterly. 65(1) :100-106
    Sandage. C. , F. Vernon and R. Kim (1979)
    Advertising Theory and Practice,
    Homewood , IL: Richand D. 1rwin
    Settle, R. and L. Golden , (1979)
    "Attribution Theory and Advertisers `Credibility ," Journal of Marketing Research , 11:181-185.
    Shaw , D. and J. Slater (1988)
    "Press Puts Unempolyment on Agenda: Richmond County Opinion. 1981-1984.
    Journa1ism Quarterly. 65(2) :307-411
    Sinclair. J.(1987)
    Images Incorporated: Advertising as Industry and Ideology , New York: Croom Helm
    Stein. A. and L. Friedrich (1971)
    "Television Content and Young Children`s Behavior." in Television and Social Behavior ,
    Washington. D. C. : Government Printing Office. 2:202-317
    Stipp. H. , and D. Kerr (1989)
    "Determinants of Public Opinion About AIDS." Public Opinion Quarterly. 53:98-106
    Sutherland , M. (1977)
    "Perceived Popularity and Top-of-Mind Awareness." In Sutherland. M. and J. Galloway (1981) "The Role of Advertising: Persuasion or Agenda Setting?"
    Journal of Advertising Research , 21 (5) : 25-29
    Tardy. C. .B. Gaughan , M. Hemphill and N. Crokett (1981)
    "Media Agendas and Political Participation."
    Journalism Quarterly. 58(4) :624-627
    Urdang , L. (1986)
    The Dictionary of Advertising Lincolnwood .IL:NTC
    Weaver. D. (1987)
    "Media Agenda-Setting and Election: Assumption and Implications ," in Paletz. D. (ed) Political Research , p.176
    Williams , R. (1982)
    Culture. London: Fontana
    Williams. W., Jr., and D. Larsen (1977)
    "Agenda-Setting in an Off-election Year." Journalism Quarterly , 54(3) :744-49.
    Williams , W. , Jr. , and W.Semlak (1978)
    Campaign 1976: Agenda-Setting During the New Hampshire Primacy,”Journal of Broadcasting , 22(4) :531-40.
    Winter , J. (1981)
    "Contigent Conditions in the Agenda-Setting by Television News ,
    Public Opinion Quarterly , 49:340-350
    Wright , J. , D. Warner and W. Winter (1982)
    Advertising , New York: McGraw-Hill. pp.256-258
    Description: 碩士
    國立政治大學
    新聞學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002005995
    Data Type: thesis
    Appears in Collections:[Department of Journalism] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2364View/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