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題名:電視廣告音樂、廣告特性與產品屬性之相關研究
書刊名:廣告學研究
作者:林建煌 引用關係黃子嫚
作者(外文):Lin, Chien-huangHuang, Tzu-man
出版日期:1998
卷期:10
頁次:頁51-68
主題關鍵詞:電視廣告音樂廣告特性產品屬性
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(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:10
  • 點閱點閱:27
     本研究乃針對現今黃金時段電視廣告作分析,欲瞭解音樂在廣告中所扮演的角色,研究方法是採用內容分析的方式,探討廣告中音樂與若干廣告特性,包含:廣告訴求、廣告型式、廣告中角色關係、情感類型及表現方式、和廣告故事氣氛的關係;以及音樂與產品使用者、產品類型的關係。本研究發現:廣告中音樂之使用,與上述廣告特性及產品屬性有相關存在。
     This study want to investigate the role of music in TV advertising through the content analysis of TV commercials. We examined two kinds of relationship: the relationship between Ad music and Ad characteristies; and the relationship among Ad music, customers, and product characteristies. A significant relationship was found among music, Ad characteristies, and product characteristies.
期刊論文
1.Sewall, M. A.、Sarel, D.(1986)。Characteristics of radio commercials and their recall effectiveness。Journal of Marketing,50(1),53-60。  new window
2.Bierly, Calvin Frances、McSweeney, K.、Vannieuwkerk, Renee(1985)。Classical Conditioning of Preferences for Stimuli。Journal of Consumer Research,12(3),316-323。  new window
3.許惠珠、翁景民(19940300)。音樂對廣告效果影響之研究。廣告學研究,3,21-68。new window  延伸查詢new window
4.Macinnis, D. J.、Park, C. W.(1991)。The Difference Role of Characteristics of Music on High-Involvement Consumers, Processing of Ads。Journal of Consumer Research,18(2),161-173。  new window
5.Kassarjian, Harold H.(1977)。More on Content Analysis in Consumer Research。Journal of Consumer Research,4(3),176-177。  new window
6.Gorn, Gerald J.、Goldberg, Marvin E.、Chattopadhyay, Amitava、Litvack, David(1991)。Music and Information in Commercials: Their Effects with an Eldery Sample。Journal of Advertising Research,31(5),23-32。  new window
7.Park, C. Whan、Young, S. Mark(1986)。Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Foemation。Journal of Marketing Research,23(1),11-25。  new window
8.Neelankvil, James P.、Mummalaneni, Venkatapparao、Sessions, David N.(1994)。Use of Foreign Language and Models in Print Advertisements in East Asian Countries: A Logit Modeling Approach。European Journal of Marketing,29(4),24-38。  new window
9.Zeranska-Kominek, S.(1993)。Musical Self-image and Cultural Change。Behavioral Science,38,273-292。  new window
10.Gorn, Gerald J.(1982)。The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach。Journal of Marketing,46(1),94-101。  new window
11.Milliman, Ronald E.(1982)。Using Background Music to Affect the Behavior of Supermarket Shoppers。Journal of Marketing,46(2),86-91。  new window
12.Milliman, Ronald E.(1986)。The influence of background music on the behavior of restaurant patrons。Journal of Consumer Research,13(2),286-289。  new window
13.賴建都(19930100)。電視廣告表現形式之比較研究。廣告學研究,1,157-180。new window  延伸查詢new window
會議論文
1.Hunt, James B.(1988)。An Experimental Study of the Effect of Music on Radio Commercial Performance。The Meeting of the Southern Marketing Association,37-40。  new window
研究報告
1.Holbrook, Morris B.、Anand, Punam(1988)。Aims, Concepts, and Methods in Marketing Research on Consumer Esthetics: The Effect of Tempo on Perceptual and Affective Responses to Music。  new window
圖書
1.Stewart, David W.、Furse, David H.(1986)。Effective Television Advertising。Lexington, Ma:Lexington Books。  new window
圖書論文
1.Alpert, Judy I.、Alpert, Mark I.(1988)。Background Music as an Influence in Consumer Mood and Advertising Responses。Advances in Consumer Research。Honolulu, HI:Association of Consumer Research。  new window
2.Stout, Patricia、Leckenby, John D.(1988)。Let the Music Play: Music as a Nonverbal Element in Television Commercial。Nonverbal Communication in Advertising。Lexington, MA:Lexington Books。  new window
 
 
 
 
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