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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17803

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17803

Title:	Political advertising in Taiwan and the USA cross-cultural comparison of the 1996 president election campaigns
Authors:	Chang, Chingching 張卿卿
Date:	2000
Issue Date:	2008-12-18 17:41:30 (UTC+8)
Abstract:	This study applies Hall`s (1977) culture-context theory and Hofstede`s (1991) individualistic/collectivistic aspects of cultural differences to understand how content and appeals of political advertising in Taiwan and the US differ. The aspects examined included the presence of direct and indirect attacks, the presentation of issues, types of settings, and the use of metaphors, symbols, and songs. Analyses showed that most of the findings were consistent with cultural expectations.
Relation:	Asian journal of communications, 10(1), 1-17
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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