頁籤選單縮合
題 名 | 我國綠色廣告訴求內容分析之研究=The Research of Content Analysis of Green Advertisement Appeals |
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作 者 | 楊振揚; 徐木蘭; 劉仲矩; | 書刊名 | 管理學報 |
卷 期 | 14:3 1997.09[民86.09] |
頁 次 | 頁437-456 |
分類號 | 417 |
關鍵詞 | 環境保護; 綠色廣告訴求; 內容分析法; Environment protection; Content analysis; Green advertisement; |
語 文 | 中文(Chinese) |
中文摘要 | 我國自民國71年環保局成立以後,維護生態環境的課題已逐漸成為全民共識。企 業團體在意識到這股潮流後,也陸續推出以保護環境為訴求主題的廣告。本研究以內容分析 法, 針對我國財經工商雜誌中的綠色廣告進行枌析探討, 以了解我國自環保局成立至民國 82 年為止的這段期間,綠色廣告主題、廣告主所屬產業與刊登時間三者間的關係。 研究結 果發現在這段期間的變化有下列現象:1. 整體綠色廣告數量有越來越多的趨勢。2. 服務業 與製造業在綠色廣告量上有不同的成長趨勢。 3. 各類訴求主題隨時期的變化而有不同的訴 求重點。 4. 不同產業間因產業特性不同而有不同的綠色訴求重點。本研究並針對政府部門 、企業與產業、學術方面提出建議。 |
英文摘要 | The content analysis methods used in the research centers on an analysis and discussion of green advertisement in financial, economic, industrial and trade magazines to understand the relationship between green advertising subjects, the major industrial producing these advertisements and their time of their publication during the period from the establishment of the Environmental Protection Administration to 1993. The results of the research showed the folllowings:1. The amount of green advertising steadily increased; 2. The amount of green advertising by service and manufacturing sectors exhibited different growth trend; 3.The different green advertising appeals changed over time and focused on different subject matters; 4. Different industries had a different green advertising appeals according to their own individual industrial characteristics. The research was given some suggestions for government, business, industry, academic. |
本系統中英文摘要資訊取自各篇刊載內容。