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政大典藏 > College of Communication > Department of Advertising > NSC Projects > Item 140.119/3570

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3570

Title:	從跨文化認知觀點來探討廣告訊息處理(2/2)
Other Titles:	Exploring Advertising Processing from a Dynamic Constructivist View of Culture and Cognition (II)
Authors:	張卿卿
Keywords:	廣告效果;可得性/診斷性模式;特性配對對比模式;結構性列排理論 Advertising effect;Accessibility-diagnosticity model;Feature matching contrast model;Structural alignment theory
Date:	2002
Issue Date:	2007-04-18 16:32:26 (UTC+8)
Publisher:	臺北市：國立政治大學廣告學系
Abstract:	在廣告訊息處理的情境下，一則廣告的效果會受到同一情境下出現之其他廣告的影響。這些其他廣告的內容會影響到評估商品所依據特性之可得性（ accessibility）、顯著性（ salience）或診斷性（ diagnosticity），進而影響到閱聽眾對於目標廣告與商品的判斷與喜好。簡言之，當同一廣告觀看情境中出現其他的廣告，其內容與策略會與其他出現在同一情境下的廣告之內容與策略相互影響，決定消費者對此廣告或廣告中商品的評估方式，最後影響到消費者對此商品之態度。 This research project suggests that, in a competitive ad-viewing context, the effectiveness of a target ad is a function of the ad strategies and appeals of competing ads in the same viewing context, where information regarding competing ads are recently primed and activated and, therefore, more accessible for judgments. Drawing upon the Feldman and Lynch (1988) Accessibility-Diagnosticity Model, this project demonstrates the effects of relative judgments in different contexts.
Description:	核定金額：567100元
Data Type:	report
Appears in Collections:	[Department of Advertising] NSC Projects

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