政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104382
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109951/140892 (78%)
造访人次 : 46218069      在线人数 : 858
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104382


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104382


    题名: 廣告效果展現：資訊處理與意義解釋二模式之初探
    其它题名: The Enactment of Advertising Effectiveness: Exploring the Connection between Information - and Meaning-based Models
    作者: 戚栩僊
    关键词: 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
    日期: 2003-07
    上传时间: 2016-11-30 14:20:48 (UTC+8)
    摘要: 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.
    關聯: 廣告學研究,20,77-95
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    20-4.pdf326KbAdobe PDF2802检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈