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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57083
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57083


    Title: 廣告創意、處理經驗與溝通效果
    Advertising Creativity, Processing Experiences, and Communication Effects
    Authors: 吳岳剛
    Wu, Yueh-Gang
    Contributors: 政大廣告系
    Keywords: 廣告創意;處理經驗;溝通效果
    Date: 2008-07
    Issue Date: 2013-03-06 14:10:45 (UTC+8)
    Abstract: 相對於廣告創意在行銷溝通上的影響力,我們對於廣告創意的了解,顯得模糊而且沒有系統。本文主張廣告創意應該以消費者處理廣告的「經驗」作為討論的依據。「有創意」指的是為消費者帶來「驚喜」和「難忘的愉悅記憶」的廣告。本文首先探討廣告經驗與品牌體驗之間的關係,然後將處理經驗分成感官、認知、與價值經驗。最後,作者分享「政大廣告系二十周年慶」海報設計的過程,以展現經驗觀點可以如何應用在實際創作中,對創意的發想與評估產生幫助。
    Relation: 廣告學研究,30,63-84
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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