English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51713533      Online Users : 453
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
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104825


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104825


    Title: 台灣與日本得獎電視廣告之內容分析：以時報金像獎與電通賞為例
    Other Titles: Content Analysis of Taiwanese and Japanese Award-Winning Commercials: A Comparison of Times Advertising Award and Dentsu Advertising Award
    Authors: 莊伯仲;趙子欽
    Keywords: 時報廣告金像獎;得獎廣告;廣告電通賞;跨文化比較
    award-winning ad;cross-cultural comparison;Dentsu Advertising Award;Times Advertising Award
    Date: 2004-07
    Issue Date: 2016-12-14 11:15:25 (UTC+8)
    Abstract: 本研究旨在比較台灣和日本的得獎電視廣告，以瞭解兩個高度相容卻又各有不同的文化體在廣告內容與形式上的異同。獲獎廣告作品乃上上之選，最具文化代表性，因此選取1998至2001等四年度的台灣「時報廣告金像獎」與日本「廣告電通賞」共168則影片為樣本，進行內容分析。在十一項類目中，發現雙方有七項頗為近似，但在另外四項呈現顯著差異，乃大同小異也。若以Pollay「文化影響廣告，廣告反映文化」觀點論之，台灣與日本得獎電視廣告在訊息內容與製作手法上相近者居多，可說明兩地文化有其接近性，但各自發展的環境仍會造成廣告表現的若干不同。而本研究亦建議未來可進一步與西方廣告獎作品（如法國坎城廣告獎、美國CLIO廣告獎）做跨文化比較，以透過優秀廣告之視野來深入檢驗東西文化之特質。
    Culture determines advertising content and that advertising itself serves to reflect culture. The purpose of this research is comparing creative strategies of Taiwanese and Japanese award-winning commercials in an effort to explore the similarities and differences between the two countries. A systematic content analysis was designed to examine the spots of Taiwan`s `Times Advertising Awards` and Japan`s `Dentsu Advertising Awards` from 1998 to 2001. A total of 168 TV commercials were analyzed. In sum, the findings indicate 7 are similar, but the other 4 are significantly different in the 11 categories of Taiwanese and Japanese TV commercials. The implication is the appeals of Taiwanese ad and Japanese ads are `more alike than different,` but still have their own indigenous characteristics.
    Relation: 廣告學研究, 22, 37-61
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    22-2.pdf393KbAdobe PDF21152View/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