English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51611722      Online Users : 105
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 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17729


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17729


    Title: 政府宣導廣告之文案測試研究--以國民健康局2004~2006年「鼓勵生育」宣導廣告為例
    Other Titles: The Study on Copytesting of Government Propaganda: The Bureau of Health Promotion`s Encouraging Birth Advertising Campaign 2004-2006
    Authors: 賴建都
    Lai,Chien-Tu
    Keywords: 文案測試;政府宣導廣告;鼓勵生育;廣告訊息設計
    advertising message design;copytesting;encouraging birthrate;government`s propaganda
    Date: 2008-01
    Issue Date: 2008-12-18 17:23:24 (UTC+8)
    Abstract: 本研究在國民健康局委託下，針對2004年至2006年「鼓勵生育」的廣告宣導進行文案測試，執行時採用rsc(The Quality Measurement System)的模式，針對五十二位樣本分別舉辦五場文案測試，四場在北部舉行，另一場於南部進行。 研究發現，在廣告偏好上，「給孩子一個伴」最能獲得受測者的認同；但在態度上並沒有顯著的提升，部份選項甚至低於觀看宣導品前的態度；至於在回應的面向上，效果也不顯著。整體而言，「宣導印象」以及「生育率低的認知」方面，皆有顯著的提升，顯示宣傳物有效的喚起目標對象的「注意」(attention)以及「認知」(awareness)，但在喚起目標對象的「意向」(intention)與「行為」(behavior)上，並無達到預期的效果。
    Granted by National Bureau of Health Promotion, the study is to conduct a copytesting study on the "encouraging birth" advertising campaign from 2004 to 2006. The study uses posttesting`s conception and also adopts rsc model to investigate fifty- two samples. Five copytesting panels are held; four are executed in Taipei, one, in the mid-Taiwan. The study finds that most of the subjects prefer the advertisement of "A Company for Your Child." However, the attitudes of subjects are not increased by the advertisements and even decreased concerning certain options. As for the subjects` responses, the effect of the advertisements is not obvious, either. Totally, "the impression of the advertisement" and "the awareness of the low birthrate problems" are obviously increased after the viewing of the advertisements. The study shows that the propaganda has successfully called for the target audience`s "attention" and "awareness," but it fails to affect the target audience`s "intention" and "behavior."
    Relation: 廣告學研究, 29, 1-28
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    政府宣導廣告之文案測試研究---以國民健康局2004～2006年「鼓勵生育」宣導廣告為例.pdf663KbAdobe PDF22169View/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