政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104826
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113873/144892 (79%)
造访人次 : 51913699      在线人数 : 523
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104826


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104826


    题名: 啤酒廣告中之文化探索：以在台灣銷售的亞系、歐系及美系品牌為例
    其它题名: A Culture Exploration on Beer Advertisement: Case Study of Asia, Europe, and America Brands in Taiwan
    作者: 詹定宇;畢威寧
    关键词: 啤酒;廣告;文化;內容分析
    Beer;Advertising;Culture;Content Analysis
    日期: 2004-07
    上传时间: 2016-12-14 11:15:39 (UTC+8)
    摘要: 儘管當今啤酒市場日趨國際化，但是它們仍然面臨著各個地區不同生活文化與消費型態之影響。然而以往的研究較少從區域文化角度深入探討世界各國啤酒進入單一國家所作的廣告分析。因而本研究將在台灣銷售的13家主要啤酒廠商依地理區域分為亞系、歐系與美系三大系統，除將他們的平面廣告進行內容分析去探索其所代表的文化意涵外，並比較它們在消費者文化定位、非訊息處理、重要賣點、風格取向、消費型態、消費情境與溝通修辭等七類議題上之異同。
    Although today`s international beer market is increasing globalization, it is still faced with sets of lifestyles and buying habits that vary significantly from region to region. Few studies were done from the enterprise perspective and cultural viewpoint to compare beer advertisements which done by those export companies to Taiwan. The objective of this paper is to compare regional cultural variables manifest in Asia, Europe and America beer graphic in Taiwan. In this research, content analysis was used to determine the cultural variables manifest in three regions beer advertisements. The study extends research on crosscultural beer advertising by comparing print advertisements from the Asia, Europe and America beers in terms of consumer cultural positioning, communication rhetorical, appeal, non-message cue, style oriented, consumption type, and consumption mood. The effect of market forces, consumer patterns, and government policy on beer industry is also examined.
    關聯: 廣告學研究, 22, 63-86
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    22-3.pdf416KbAdobe PDF2986检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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 ©   - 回馈