English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88668/118332 (75%)
Visitors : 23507157      Online Users : 613
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
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104382
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/104382


    Title: 廣告效果展現:資訊處理與意義解釋二模式之初探
    Other Titles: The Enactment of Advertising Effectiveness: Exploring the Connection between Information - and Meaning-based Models
    Authors: 戚栩僊
    Keywords: 廣告效果;效果展現;資訊處理模式;意義解釋模式
    advertising effectiveness;enactment of effectiveness;information-based model;meaning-based model
    Date: 2003-07
    Issue Date: 2016-11-30 14:20:48 (UTC+8)
    Abstract: 本文回顧廣告相關的學理與研究,探討廣告效果展現的過程與本質。主流研究取徑-資訊處理模式植基於心理學觀點,宣稱廣告反映客觀的產品/品牌真實。透過廣告訊息的操作,廣告效果展現在閱聽人的反應與購買決策上。另一研究取徑-意義解釋模式植基於文化觀點,主張廣告承載/再現消費體驗。廣告傳播是文本與閱聽人互動的過程,而廣告效果展現於主觀的意義解釋上。源自不同的哲學觀點與知識體系,二模式對廣告傳播、閱聽人、廣告訊息及情境脈絡提出不同主張與研究取向。本文重新審視二模式及探討其差異,企圖尋求可能的關聯性,並提出相關的研究提議。
    The purpose of the paper is to explore the enactment of advertising effectiveness. A review of relevant research reveals two orientations. The dominant orientation, the information-based model, defines advertising as a stimulus that contains product information that consumers use to assist decision making. Linear, sequential models of communication direct the research thinking. The other, meaning-based model, defines experiencing advertising as a form of consumption. It calls for a cultural, interpretive approach to better understand the meanings emanating from the consumer within a consumption context. Each orientation begins from different assumptions, works toward different conclusions, and captures different kinds of data. The author seeks the rationale for connecting the two models by first acknowledging the differences between the two. Theories and studies that focus on phenomena in question are presented. Finally, research implications are proposed.
    Relation: 廣告學研究,20,77-95
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    20-4.pdf326KbAdobe PDF261View/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
    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。
    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。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback