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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17729


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    题名: 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
    其它题名: The Study on Copytesting of Government Propaganda: The Bureau of Health Promotion`s Encouraging Birth Advertising Campaign 2004-2006
    作者: 賴建都
    Lai,Chien-Tu
    关键词: 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
    日期: 2008-01
    上传时间: 2008-12-18 17:23:24 (UTC+8)
    摘要: 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."
    關聯: 廣告學研究, 29, 1-28
    数据类型: article
    显示于类别:[廣告學系] 期刊論文

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