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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103268
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/103268


    Title: 廣告從業人員專業道德認知研究
    Other Titles: Advertising Practicionrs' Perceptions of Professional Ethics
    Authors: 劉美琪
    Contributors: 國立政治大學廣告學系
    Keywords: 專業;從業人員;道德認知;廣告
    Date: 1994-03
    Issue Date: 2016-10-25 15:29:49 (UTC+8)
    Abstract: 針對台灣廣告綜合代理從業人員,本研究探討之主題為廣告人在工作上所面臨之道德困擾或矛盾。在回收的120份問卷中,除了32.5%的受訪者表示,未曾在工作上經歷過個人道德標準的衝突外,另67.5%之受訪者回覆道德挑戰經常出現於工作中。依受訪者所提出之頻率,問題依次為:(一)產品本身的性質,(二)廣告的內容,(三)公司與客戶的關係,(四)市場調查的可信度,(五)回扣之收取,及(六)服務品質等。
    A survey was conducted on the advertising practitioners in Taiwan concerning their experiences of ethical challenges at work. Among 120 respondents, while 32.5% responded that ethical problems did not exist, 67.5% admitted that ethical decision was a commonplace at work. Based on the number being mentioned, those ethical problems are:(1)product-related,(2)the message of advertisements,(3)agency-client relationship,(4)the creditability of research,(5)undertable rebate and,(6)the quality of service.
    Relation: 廣告學研究, 3, 145-158
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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