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    Title: 中美兩國印刷廣告訴求之比較研究
    Authors: 陳銘慧
    Contributors: 張重昭
    陳銘慧
    Date: 1991
    1990
    Issue Date: 2016-05-02 17:00:53 (UTC+8)
    Abstract: 現今消費者的行為已由傳統的模式──滿足基本需求外的所得均分配於休閒娛樂或儲蓄上,轉變為不斷追求滿足新的需求,此一消費價值觀(consumption values) 訴改變是否中美皆然,在東西文化交流的衝擊與影響下,東方與西方國家消費價值觀的差異是否依然存在?若依然存在,未來是否將趨於一致?其趨向如何?這些即為本文欲加以深入探討之研究重點。
    本文採用廣告訴求(advertising appeal) 為研究對象來探討消費價值觀,主要依據「內容分析(content analy-sis)」 的架構,其中消費價值觀為研究目標,廣告訴求則為所要研究分析的資料,因為廣告乃廣告主直接與消費者溝通的方式,廣告訴求不僅可反映消費價值觀,也對消費價值觀有某程度的影響力,這種雙向溝通使廣告訴求與消費價值觀間有著密不可分的關係,所以本文希望藉由廣告訴求之比較研究,深入探討中美在不同文化背景及經濟發展階段下消費價值觀之異同與未來趨向,也就是要進行跨文化差異分析(Cross-Cultural Analysis) 及未來趨勢分析(Longitudinal Analysis)。
    研究架構中,被解釋變數為廣告訴求,具有影響力或區隔力的解釋變數為國家別、產品別及時間別,國家別只包括中、美兩國,產品別則有轎車、食品飲料、化妝品及航空公司四類,時間別選取1986、1988 與1990 年三年,針對這些類別的廣告樣本請專家進行評估,所得之初級資料再做因素分析、變異數分析及共變數分析等,以探討廣告訴求在國家間的差異與產品間的差異何者大,近年來是否變化不大,未來國家間與產品間廣告訴求的趨向如何等問題。
    所得結論為中美廣告訴求在現階段(一九九○年)已無差異,但不同產品間的廣告訴求仍有明額差異,而且近年來並無重大變化。另外,雖中美兩國廣告訴求的未來取向有更趨一致的現象,但台灣在強調享樂奢華的廣告訴求上,其強調程度的成長速度卻出美國快,顯示台灣消費者殷切追求享樂奢華的生活型態。不同產品間的廣告訴求在未來仍有顯著差異,這意謂著將來主宰廣告訴求取向的關鍵因素只有所促銷的產品類別與性質而己,文化間的差異已漸漸消失,因此國際化的企業未來在從事國際促銷活動時可採行標準化的作業方式,既可降低成本又可提高效率。
    Reference: 一、中文部份
    王幸珍(75),「產品群、廣告特性與廣告效果關係之研究」,台北:中興大學企研所碩士論文, 七十五年六月。
    黃俊英(80),「多變量分析」,第四版,臺北:華泰圖書文物公司。
    曾海蒼(77),「廣告目標、廣告表現方式之組合與廣告效果關係之研究」,台北:台大商研所碩士論文,七十七年六月。
    莊文清(72),「經濟環境及產品特性與廣告策略之研究」,台北:台大商研所碩士論文, 七十二年六月。
    菲力浦.寇特(Philip Kotler)著(1988),謝文雀、王又鵬譯,「行銷管理」下冊,第六版,臺北:天一圖書公司。
    張舒雄譯(73),「價值取向引導的現代消費者」,行銷與推銷,第63 期,頁92-93。
    榮泰生(78),「策略性廣告管理要訣」,突破雜誌,第51期,頁133-137。
    蔡明宗(77),「廣告目標與廣告表現方式之策略組合之研究」,台北:台大商研所碩士論文,七十七年七月。
    劉光雄(78),「廣告必須配合消費者(上)」,實業家,第63 期,頁86-89。
    劉光雄(78),「廣告必須配合消費者(下)」,實業家,第64 期,頁102-104 。
    二、英文部份
    Aaker, David A. and Donald E. Bruzzone(1981), " Viewer Perception of Prime-Time Television Advertising," Journal of Advertising. Research, 21 (5), 15-23.
    Aaker, David A. and Donald Norris(1982), "Characteristics of TV Commercials Perceived as Informative," Journal of Advertising Research,22(2),61-70.
    Belk, Russell W. and Richard W. Pollay(1985),"Images of Ourselves: The Good Life in Twentieth Century Advertising," Journal of Consumer Research,11 (March), 887-897.
    Boote, Alfred S. (1983)," Psychographic Segmentation in Europe, " Journal of Advertising Research, 22 (6), 19- 25.
    Boote, Alfred S. (1984), "Interactions in Psychographics Segmentation: Implications for Advertising," Journal of Advertising, 13(2), 43-48.
    Bord, Happer W., Jr. Michael L. Ray, and Edward L. Strong(1972) ,"An Attitudinal Framework for Advertising Strategy," Journal of Marketing, 36 (April), 27-33.
    Engel, James F., Roger D. Blackwell, and Paul W. Miniard(1990), Consumer Behavior, 6th Edition, Chicago: Dryden.
    Friedmann, Roberto and Mary R. Zimmer(1988), "The Role of Psychological Meaning in Advertising," Journal of Advertising, 17(1), 31-40.
    Hodock, Calvin L. (1976), "Predicting On-Air Recall from Theater Tests, " Journal of Advertising Research, 16 (6), 25-32.
    "Holbrook, Morris B. (1987),"Mirror, Mirror, on the Wall, What Is Unfair in the Reflections on Advertising? " Journal of Marketing, 51(July), 95-103.
    Kahle, Lynn R., Sharon E. Beatty, and Pamela Homer (1986) ,"Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, 13(December), 405-409.
    Krippendorff, Klaus(1980), Content Analysis: An Introduction to Its Methodology, Beverly Hills : Sage.
    Leavitt, Clark(1970) ," A Multidimensional Set of Rating Scales for TV Commercials," Journal of Applied Psychology, 54(5), 427-429.
    Pollay, Richard W. (1986)," The Distorted Mirror: Reflections on the Unintended Consequences of Advertising," Journal of Marketing, 50(April), 18-36.
    ───(1987),"On the Value of Reflections on the VaIues in `The Distorted Mirror’ ,”Journal Marketing, 51 (July), 104-110.
    Rokeach, Milton J. (1973) ,The Nature of Human Values, New York: Free Press.
    Rothschild, Michael L. (1987), Advertising,Taiwan:Hwa-Tai.
    Schlinger, Mary J. (1979), "A ProfiIe of Responses to Commercials, " Journal of Advertising Research,19 (2), 37-46.
    Simon, Julian L. (1971), The Management of Advertising, Englewood Cliffs, NJ: Prentice-Hall.
    Swidler, Ann(1986),” Culture in Action: Symbols and Strategies," American Sociological Review, 51(April), 273-286.
    Tse, David K., Russell W. Belk, and Nan Zhou(1989), "Becoming a Consumer Society: A Longitudinal and Cross--Cultural Content Analysis of Print Ads from Hong Kong, the People`s Republic of China and Taiwan, "Journal of Consumer Research , 15(March), 457-472.
    Wells, William D.(1964)," EQ, Son of EQ, and the Reaction Profile," Journal of Marketing, 28 (October), 45 -52.
    Wells, William D., Clark Leavitt, and Maureen McConville(1971)," A Reaction Profile for TV Commercials ," Journal of Advertising Research ,11(6),11-15.
    Zinkhan, George M. and Scot Burton (1989), "An Examination of Three Multidimensional Profiles for Assessing consumer Reactions to Advertisements," Journal of Advertising, 18(4), 6-14.
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004987
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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