English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110387/141319 (78%)
Visitors : 46917278      Online Users : 584
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 140.119/104828
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104828


    Title: 香港愛滋防治宣導短片(1987-2001)之內容分析
    Other Titles: Service Announcements of AIDS Intervention in Hong Kong, 1987-2001: A Descriptive Analysis with a Cognitive Paradigm
    Authors: 張皓傑
    Keywords: 愛滋防治宣導短片;訊息策略;資訊處理;內容分析
    AIDS intervention PSAs;message strategies;information processing;content analysis
    Date: 2004-07
    Issue Date: 2016-12-14 11:16:10 (UTC+8)
    Abstract: 本研究對香港官方於1987至2001年間所製作的電視愛滋防治宣導短片加以內容分析。分析重點以認知模式為架構,針對宣導短片中有利資訊處理(包括吸引注意,增進理解,改變態度和加強記憶)的訊息元素作系統化檢視。結果顯示這些宣導短片未充分運用有利引發不自主注意力的訊息元素。內容中的訊息分量偏高,不利單一議題的推展。語文詳盡度高而影像詳盡度低,未能善用電視的影像優勢來增進閱聽人的理解力。除此之外,這些短片多針對一般大眾,而且對所提的防治建議未能提供明確的實行資訊。
    This study content analyzed the AIDS intervention PSAs produced by the Hong Kong government and televised between 1987 and 2001. A cognitive paradigm was employed to identify and examine the PSA message features that may facilitate processes (i.e., attention, comprehension, yielding, and retention) leading to attitudinal and behavioral changes. The results showed that the PSAs underutilized structural features that may elicit viewers` involuntary attention. These PSAs also tended to be high on information load and verbal explicitness, but low on visual explicitness. In addition, they were typically targeted at the general public without offering specific information to help the implementation of the recommended preventative actions. Implications of these findings were discussed.
    Relation: 廣告學研究, 22, 117-141
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    22-5.pdf484KbAdobe PDF2200View/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 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 ©   - Feedback