臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：海峽兩岸都會區戶外廣告中價值觀與廣告訴求之比較研究
書刊名：廣告學研究
作者：郭貞 引用關係
作者(外文)：Kuo, Cheng
出版日期：2010
卷期：33
頁次：頁39-70
主題關鍵詞：廣告訴求；文化差異；文化價值；戶外廣告；價值；Advertising appeals；Cultural differences；Cultural values；Outdoor advertising；Value
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(1) 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:1
  • 共同引用共同引用:34
  • 點閱點閱:70
廣告系統是連結文化所建構的世界與消費商品二者間的橋樑。為瞭解兩岸因政治經濟發展與現況之差異而導致的文化差異性，以及戶外廣告的快速成長而且發展潛力驚人，本研究針對兩岸三地大都會地區—北京、上海、台北—蒐集了一千零四十三幅戶外廣告，進行內容分析。並深入探討戶外廣告在兩岸呈現出的文化價值之異同及意涵。 本研究採用 Stern、Hofstede 與錢玉芬等學者所建構的文化價值面向與廣告訴求架構，作為分析的藍本。從分析結果顯示：台北的廣告中比其他兩個城市出現較多的「社會正義」、「愛的肯定」、「自我操練」、「多變化」的價值。台北比上海與北京呈現更多的低權力距離和個人主義。此外，台北更偏重「創新」、「現代化」、「青春活力」、「異國風情」和「美貌」的廣告訴求。上海最突出的是「集體主義」、「陰柔」、「產品效用」、與「兩人間的情感」。北京除了強調權威感、冒險、高品質之外，和台北在強調歷史傳統、性感魅力、與產品優越性方面不分軒輊。
Advertising serves as the bridge between the consumer goods and the culturally constructed world. In order to examine the cross-strait cultural differences as a result of diverse political and economic developments, and based on the enormous growth of outdoor advertising, a content analysis was conducted. This study aims at comparing the cultural values and appeals in the outdoor advertising in Taiwan and China's metropolitan areas. 1043 photos of the outdoor billboard advertisements in three metropolitan cities--Taipei, Shanghai, and Beijing were collected and analyzed. Value comparison schemes developed by previous scholars, such as, Hofstede, Stern and Chien were adopted and revised as the coding frames for this study. Results from the analysis indicate that the value themes such as "social justice," "love and recognition," "self-enhancement," and "variety" appear more frequently in the outdoor ads of Taipei than of the two other cities. Themes concerning low power distance and individualism appear more frequently in the outdoor ads of Taipei than both Shanghai and Beijing. As for advertising appeals, Taipei seems to stress "innovation," "modernization," "youthful vigor," "exoticism," and "beauty," whereas, Shanghai emphasizes on "collectivism", "femininity", "product efficiency," and "mutual affection." Beijing puts more emphasis on authority, adventure, and high quality. Meanwhile, both Taipei and Beijing lay more stress on historical tradition, sex appeal, and product excellence.
期刊論文
1.Hetsroni, Amir(2000)。The Relationship between Values and Appeals in Israeli Advertising: a Smallest Space Analysis。Journal of Advertising，29(3)，55-68。  new window
2.Schwartz, S. H.、Sagie, G.(2000)。Value Consensus and Importance: A Cross-national Study。Journal of Cross-Cultural Psychology，31(4)，465-497。  new window
3.Tse, David K.、Belk, Russell W.、Zhou, Nan(1989)。Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People's Republic of China, and Taiwan。Journal of Consumer Research，15(4)，457-472。  new window
4.Lin, Carolyn A.(2001)。Cultural Values Reflected in Chinese and American Television Advertising。Journal of Advertising，30(4)，83-94。  new window
5.Briggs, R.、Hollis, N.(1997)。Advertising on the Web: Is There Response before Click-through?。Journal of Advertising Research，37(2)，33-45。  new window
6.Berger, David(1986)。Theory into Practice: The FCB Grid。European Research，14(1)，35-46。  new window
7.Vaughn, R.(1986)。How advertising works: A planning model revisited。Journal of Advertising Research，26，57-66。  new window
8.Hawkins, D. T.(1994)。Electronic Advertising on Online Information Systems。Online，18(2)，26-39。  new window
9.Smith, Ruth Ann、Houston, Michael J.(1985)。A Psychometric Assessment of Measures of Scripts in Consumer Memory。Journal of Consumer Research，12(2)，214-224。  new window
10.McCracken, Grant C.(1986)。Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods。Journal of Consumer Research，13(1)，71-84。  new window
11.Gelb, Betsy D.、Albers-Miller, Nancy D.(1996)。Business Advertising Appeals as A Mirror of Cultural Dimensions: A Study of Eleven Countries。Journal of Advertising，25(4)，57-70。  new window
12.Vaughn, Richard(1980)。How Advertising Works: A Planning Model。Journal of Advertising Research，20(5)，27-33。  new window
13.Vakratsas, Demetrios、Ambler, Tim(1999)。How Advertising Works: What Do We Really Know?。Journal of Marketing，63(1)，26-43。  new window
14.Zhang, Yong、Gelb, Betsy D.(1996)。Matching advertising appeals to culture: The influence of products' use conditions。Journal of Advertising，25(3)，29-46。  new window
15.尹章義(1989)。海峽兩岸關係學術研討會記事（中）：海峽兩岸的文化交流。中華雜誌，311，46-55。  延伸查詢new window
16.吳肇銘、劉士豪、蔡義昌(2001)。「廣告點選行為」與「廣告策略、「個人屬性」間之關係研究」--以網站橫幅廣告為例。中原學報，29(4)，373-385。  延伸查詢new window
17.陳建豪(2006)。戶外廣告成功圍堵消費者。遠見雜誌，6 月。  延伸查詢new window
18.黃貝玲(2000)。網路廣告的現況及未來發展趨勢。電子化企業：經理人報告，16，13-22。  延伸查詢new window
19.盧司(1994)。意識型態廣告之溝通效果分析。國立台灣大學商學研究所碩士論文。  延伸查詢new window
20.Cheers 雜誌(2004)。台灣變色龍遇上大陸小老虎。Cheers 雜誌，08。  延伸查詢new window
21.Berger, D.(1981)。A retrospective: FCB recall study。Advertising Age，52(45)，36-38。  new window
22.Cheng, H.,、Schweitzer, J. C.(1996)。Cultural values reflected in chinese and u.s. television commercials。Journal of Advertising Research，36(1)，27-44。  new window
23.Francese, P.(2003)。More home less。American Demographics，25(8)，40-41。  new window
24.Jaffe, S.(2004)。Easy riders。American Demographics，26(2)，20-23。  new window
25.Ju-Pak, K. H.(1999)。Content dimensions of web advertising: A cross-national comparison。International Journal of Advertising，18，207-231。  new window
26.Massey, B. L.,、Chang, L. A.(2002)。Locating asian values in asian journalism: A content analysis of web newspapers。International Communication Association，52(4)，987-1003。  new window
27.Schwartz, S. H.(1994)。Are there universal aspects in the structure and contents of human values?。The Society for The Psychological Study of Social Issue，50，19-45。  new window
28.Schwartz, S. H.、Sagiv, L.(1995)。Identifying culture-specifics in the content and structure of values。Journal of Cross-cultural Psychology，26(1)，92-116。  new window
29.Stern, P. C.(1998)。A brief inventory of values。Educational and Psychological Measurement，58(6)，984-1001。  new window
30.Weinberger, M. G.、Spotts, H. E.(1989)。A situational view of information content intv advertising in the u.s. and u.k.。Journal of Marketing，53(1)，89-94。  new window
31.Wiles, C. R., Wiles, J. A.,、Tjernlund, A.(1996)。The ideology of advertising: The united States and Sweden。Journal of Advertising Research，36(1)，57-66。  new window
32.Yin, S.(2003)。Counting eyes on billboards。American Demographics，24(11)，24-27。  new window
學位論文
1.鄭文政(1994)。台灣與美國近代廣告文化價值趨勢分析(碩士論文)。國立交通大學。  延伸查詢new window
2.任金剛(1996)。組織文化、組織氣候、及員工效能：一項微觀的探討(博士論文)。國立臺灣大學。new window  延伸查詢new window
3.方貝瑜(1998)。網際網路上個人化廣告與廣告版面位置對廣告效果之影響研究，嘉義。  延伸查詢new window
4.伍衛民(2001)。廣告與社會文化價值關聯性探討，台北市。  延伸查詢new window
5.吳智成(1998)。產品類型與網路廣告初探性研究FCB 模式應用，桃園。  延伸查詢new window
6.林建勝(1993)。文化的反應—分析台灣和美國的電視廣告訴求，新竹。  延伸查詢new window
7.馬致懿(1999)。網際網路廣告策略與效果關係之研究--以台灣產業為例，台北市。  延伸查詢new window
8.張淑婷(2000)。台灣地區雜誌廣告文化價值呈現的比較，新北市。  延伸查詢new window
圖書
1.蕭弘德(1999)。台灣學生在北大。台北市：揚智。  延伸查詢new window
2.Argyris, C.(1976)。Increasing leadership effectiveness。New York：Wiley-Interscience。  new window
3.羅曉南(1997)。當代中國文化轉型與認同。台北：生智文化事業有限公司。  延伸查詢new window
4.Rokeach, M.(1975)。The Nature of Human Values。New York：Free Press。  new window
5.Zeff, Robbin L.、Aronson, Brad(1999)。Advertising on the internet。New York, NY：John Wiley & Sons, Inc.。  new window
6.Hofstede, Geert H.(1980)。Culture's consequences: International differences in work-related values。Beverly Hills, California：Sage。  new window
7.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
8.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
9.Schein, Edgar H.(1992)。Organizational Culture and Leadership。Jossey-Bass。  new window
10.勞思光(2000)。中國之路向新編。香港。  延伸查詢new window
11.楊中芳(1989)。廣告心理學原理。台北市。  延伸查詢new window
12.聞國輝(2002)。經商大陸Must Know--社會環境卷。台北縣。  延伸查詢new window
13.鄭伯壎(1998)。海峽兩岸組織文化之比較研究。海峽兩岸之企業文化。台北市。  延伸查詢new window
14.Pollay, R.(1983)。Measuring the cultural values manifest in advertising。Current issues and research in advertising。MI。  new window
15.Rosen, S.(1983)。Education and political socialization of chinese youth。Education and social change in the people’s republic of china。New York。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：1046（臺灣：1001，外國：45） ／ 本年度總使用人次：1586744 ／ 訪客人次（自102年09月）：67397707
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上