頁籤選單縮合
題名 | 軍事院校電視招生廣告之內容分析與效果檢驗:1988-1995=The Content-Analysis of TV Advertisement for Military Academy Students. 1988-1995 |
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作者 | 鮑世瑋; | 書刊名 | 民意研究季刊 |
卷期 | 200 1997.04[民86.04] |
頁次 | 頁151-175 |
分類號 | 497.468 |
關鍵詞 | 軍事院校電視招生廣告; 內容分析; 說服傳播; 形象; 廣告層級效果; TV advertisement for military Academy Students; Content-analysis; Persuasive communication; Appearances; Advertisement layered effect; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在分析軍事院校電視招生廣告的內容訊息特徵,並探討青少年對軍人形 象的看法;其次,瞭解青少年對軍校電視招生廣告的評價。研究方法為內容分析法、前實驗 設計和問卷調查法。本研究重要發現為: 一、八年 (1988-1995) 間軍校電視招生廣告的主題訴求會因為不同的廣告類別, 而有所差 異;不同的廣告類別和不同的主題訴求,分別塑造了不同的軍人形象;軍校電視招生廣告所 塑造的軍人形象側重於理想層面。 二、受測者在收視軍校電視招生廣告後,對軍人形象的評價有顯著的提昇;女性對軍人形象 的評價顯著高於男性。 三、受測者對軍校電視招生廣告的評價傾向中間偏正面,女性比男性有較佳的廣告態度。 |
英文摘要 | The theme of the study is to analyze the characteristics of content and information of the TV advertisement for military academy stusents, and to investigate the viewpoint of serviceman appearances for young people; secondly, to realize the estimation of the TV advertisement for military academy students for young people. The methods for the study are the content-analysis method, the ex-experiment design and survy method. the important discovery of the study is: 1. During the eight years, 1988-1995, the main point requests of the TV advertisement for military academy students differed in advertisement types. Different advertisement types and main point requests made different serviceman appearances. The one made by the TV advertisement for militray academy students lays stress on ideal layer. 2. After watching the TV advertisement for military academy students, the examinees evidently imporved their estimation of serviceman appearances. The estimation of serviceman appearances for women is evidently higher than that for men. 3. The estimation of the TV advertisement for military academy students for the examinees inclined to the middle, leaning to the right side. Women have better advertisement attitude than men do. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。