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題名:隱喻與廣告主可信度
作者:吳岳剛 引用關係
書刊名:隱喻廣告:理論、研究與實作
頁次:201-227
出版日期:2008
出版項:臺北市:五南
主題關鍵詞:隱喻與直述的操弄廣告主可信度的操弄
學門:傳播學
資料類型:專書論文
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  • 點閱點閱:3
期刊論文
1.吳岳剛、黃芷晴(20071200)。廣告主可信度對於隱喻廣告效果的影響。設計學研究,10(2),1-17。new window  延伸查詢new window
2.Phillips, B. J.(1997)。Thinking into it: Consumers, Interpretation of Complex Advertising Images。Journal of Advertising,26(2),77-87。  new window
3.Gentner, D.、Bowdle, B. F.(2001)。Convention, form, and figurative language processing。Metaphor and Symbol,16(3/4),223-247。  new window
4.Harmon, Robert R.、Coney, Kenneth A.(1982)。The Persuasive Effects of Source Credibility in Buy and Lease Situations。Journal of Marketing Research,19(2),255-260。  new window
5.McQuarrie, Edward F.、Mick, David Glen(1996)。Figures of rhetoric in advertising language。Journal of Consumer Research,22(4),424-438。  new window
6.Anand, P.、Sternthal, B.(1990)。Ease of message processing as a moderator of repetition effects in advertising。Journal of Marketing Research,27(3),345-353。  new window
7.Tan, S. J.(2002)。Can consumers' skepticism by mitigated by claim objectivity and claim extremity?。Journal of Marketing Communications,8(1),45-64。  new window
8.Goldberg, Marvin E.、Hartwick, Jon(1990)。The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness。Journal of Consumer Research,17(2),172-179。  new window
9.Larsen, V.、Luna, D.、Peracchio, L. A.(2004)。Points of view and pieces of time: A taxonomy of image attributes。Journal of Consumer Research,31(1),102-111。  new window
10.Goldsmith, Ronald E.、Lafferty, Barbara A.、Newell, Stephen J.(2000)。The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands。Journal of Advertising,29(3),43-54。  new window
11.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。  new window
12.Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research,29(4),595-600。  new window
13.吳統雄(1985)。態度與行為研究的信度與效度:理論、應用、反省。民意學術專刊,1985(夏),29-53。  延伸查詢new window
14.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。  new window
15.Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research,44(2),109-116。  new window
圖書
1.Forceville, C.(1996)。Pictorial Metaphor in Advertising。London:Routledge。  new window
 
 
 
 
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