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    题名: 個人主義與集體主義: 泰國電視廣告中的文化價值之內容分析
    Individualism and Collectivism: A Content Analysis of Cultural Values of Television Commercials in Thailand
    作者: 陳培芬
    Witarinee Nitiwanakun
    贡献者: 陳憶寧
    Chen, Yi Ning
    陳培芬
    Witarinee Nitiwanakun
    关键词: 個人主義
    與集體主義
    電視廣告
    cultural values
    individualism
    collectivism
    television commercials
    Thailand
    日期: 2012
    上传时间: 2013-07-11 17:59:14 (UTC+8)
    摘要: 本研究將過往包含信念、想法及精神在內的文化價值研究延伸到一個更為實際的層面-廣告。本文探討泰國電視廣告所呈現的文化價值中其中一項最重要的文化面向-個人主義與集體主義。
    本研究透過分析1992年和2012年的泰國電視廣告內容，以觀察現今主流文化價值以及泰國現代化如何影響價值的轉變。
    結果發現在2012年度，集體文化價值的比例逐漸降低，而個人文化價值的比例在個人及共享產品廣告中則逐漸增加。
    此外，透過學習泰國電視廣告所呈現的文化價值將能增進我們去瞭解泰國廣告傳遞哪些媒體內容特性，並不斷形塑社會價值。故本文能作為泰國市場地區廣告或行銷人士在做媒體決策時的一項參考依據。
    This study extended the research of cultural values within beliefs, ideas, or psyches to a more tangible aspect of culture which is advertisements. To do this, the study explored the cultural values manifested in television commercials in Thailand by focusing on one of the most significant culture’s dimensions, individualism-collectivism.
    The main objective of this study is to analyze the content of Thai television commercials between two different years of 1992 and 2012 in order to observe the current upheld cultural values and the trend of changing values as the effect of modernization in Thailand.
    As a result, it is apparent from the findings that there is a decreasing trend of collectivistic cultural values and an increasing fashion of individualistic cultural values in both personal and shared product commercials in year 2012.
    In accomplishing this, it is taken upon that the learning of cultural values reflected in television commercials in Thailand would contribute to the understanding of Thai media contents’ characteristics that have been disseminated and at the same time have been shaping the society thus far. Also, it would provide an insight for advertising/marketing professions in making decisions on particular communicative strategies to employ in Thailand market.
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    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    100461019
    101
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    数据类型: thesis
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