:::

詳目顯示

回上一頁
題名:情緒在宣傳、說服活動中之角色
書刊名:中國廣告學刊
作者:謝旭洲
出版日期:1997
卷期:2
頁次:頁99-113
主題關鍵詞:宣傳說服廣告心理學情緒訴求
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:35
宣傳說服是人類社會中極常見的活動。這類活動所呈現的形態及種類繁多,所運用的策略亦各有不同。雖然情緒訴求的策略常被用於宣傳說服活動中,但情緒所受到傳播學者重視的程度卻遠不如認知。本文企圖藉由文獻探討的方式,說明情緒在宣傳說服活動中的重要性。文中除釐清宣傳說服與情緒等基本概念外,並介紹幾種常見的情緒訴求策略。這些策略包括:性感象徵訴求、幽默感訴求、恐懼訴求、孤立感訴求、自尊心訴求、罪惡感訴求、權力地位訴求等。 其次,本文還試圖探討情緒影響宣傳說服效果的原理。基本上,情緒可能透過幾種方式來影響宣傳說服的效果:(1)影響受眾對訊息的暴露與注意程度,(2) 影響受眾使用的內容,(3)影響受眾處理訊息的策略, (4)影響受泉處理訊息的效率(5)引發受是內在的驅力。最後,本文提出兩種執行情緒訴求的方式供執行者參考:(1)主動引發受眾情緒的方式,(2)被動配合受累情緒的方式。
期刊論文
1.Madden, T. J.、Weinberger, M. G.(1982)。The effects of humor on attention in magazine advertising。Journal of Advertising,11(3),8-14。  new window
2.Weinberger, Marc G.、Gulas, Charles S.(1992)。The impact of humor in advertising: A review。Journal of Advertising,21(4),35-59。  new window
3.Weinberger, Marc G.、Spotts, Harlan、Campbell, Leland、Parsons, Amy L.(1995)。The Use and Effect of Humor in Different Advertising Media。Journal of Advertising Research,35(3),44-56。  new window
圖書
1.Eagly, A. H.、Chaiken, S.(1993)。The psychology of attitude。New York:Harcourt Brace Jovanovich。  new window
2.Izard, C. E.(1991)。The Psychology of Emotions。New York:Plenum。  new window
3.Pratkanis, A.、Aronson, E.(1991)。Age of propaganda: The everyday use and abuse of persuasion。New York:W. H. Freeman。  new window
4.Russ, S. W.(1993)。Affect and creativity。Hillsdale, NJ:Erlbaum。  new window
5.Trenholm, S.(1989)。Persuasion and social influence。Englewood Cliffs, NJ:Prentice Hall。  new window
6.Woodward, G. C.、Denton, R. E.(1992)。Persuasion & influence in American life。Prospect Heights, IL:Waveland。  new window
7.Zimbardo, P. G.、Leippe, M. R.(1991)。The psychology of attitude and social influence。New York:McGraw-Hill。  new window
8.Festinger, L.(1957)。A theory of cognitive dissonance。Evanston, IL:Row, Peterson, and Company。  new window
9.Bandura, Albert(1977)。Social Learning Theory。Prentice-Hall, Inc.。  new window
10.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
11.Jowett, Garth S.、O'Donnell, Victoria(1992)。Propaganda and persuasion。Sage。  new window
12.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York:Springer-Verlag。  new window
13.Fiske, S.、Taylor, S.(1991)。Social Cognition。New York:McGraw-Hill。  new window
圖書論文
1.Bower, G. H.(1991)。Mood congruity of social judgments。Emotion and social judgments。New York:Pergamon。  new window
2.Breckler, S. J.(1993)。Emotion and attitude change。Handbook of emotions。New York:The Guilford Press。  new window
3.Crockett, W. H.(1988)。Schemas, affect, and communication。Communication, social cognition, and affect。Hillsdale, NJ:Erlbaum。  new window
4.Donohew, L.、Finn, S.、Christ, W. G.(1988)。"The nature of news" revisted: Theroles of affect, schemas, and cognition。Communication, social cognition, and affect。Hillsdale, NJ:Erlbaum。  new window
5.Frijda, N. H.(1993)。Moods, emotion episodes, and emotions。Handbook of emotions。New York:Guilford。  new window
6.Hoppe, K. D.(1994)。Affect, hemispheric specialization, and creativity。Creativity and affect。Norwood, NJ:Ablex。  new window
7.Mackie, D. M.、Worth, L. T.(1991)。Feeling good, but not thinking straight: The impact of positive mood on persuasion。Emotion and social judgments。New York:Pergamon。  new window
8.McGuire, W. J.(1989)。Theoretical foundations of campaigns。Public communication campaigns。London:Sage。  new window
9.Petty, R. E.、Cacioppo, J. T.、Kasmer, J. A.(1988)。The role of affect in the Elaboration Likelihood Model of persuasion。Communication, social cognition, and affect。Hillsdale, NJ:Erlbaum。  new window
10.Schwarz, N.、Bless, H.(1991)。Happy and mindless, but sad and smart? The impact of affective states on analytic reasoning。Emotion and social judgments。Pergamon。  new window
11.Sypher, H. E.、Donohew, L.、Higgins, E. T.(1988)。An overview of the roles of social cognition and affect in communication。Communication, social cognition, and affect。Hillsdale, NJ:Erlbaum。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE