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題名：國小學童菸品廣告識讀教學效果研究
書刊名：課程與教學
作者：羅鈺婷／黃淑貞 引用關係／陳雪芬 引用關係
作者(外文)：Lo, Yu-ting／Huang, Sheu-jen／Chen, Shueh-fen
出版日期：2011
卷期：14:2
頁次：頁217-243
主題關鍵詞：菸品廣告；國小學童；識讀教學；Tobacco advertisement；Elementary school children；Media literacy
原始連結：連回原系統網址new window
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  • 共同引用共同引用:167
  • 點閱點閱:122
本研究目的在探討「菸品廣告識讀教學課程」介入後，對青少年前期（國小六年級）學生所產生的立即影響和持續效果，以及學生對此課程的評價。本研究以「菸品廣告識讀教學課程問卷」為主要評量工具，對研究對象進行前測、立即後測及延宕後測，來瞭解教學效果。本研究的主要發現有：1.菸品廣告設計的認知、對菸品與菸品廣告的認知及對吸菸的期望部分均呈現立即的教學效果；2.在教學介入結束一個月後菸品廣告設計的認知、對菸品與菸品廣告的認知及對吸菸的期望部分之教學效果仍然持續，且接受教學介入者之拒絕吸菸的行為意向明顯高於對照組；3.實驗組有八成以上的學生認為會比以前注意或特別注意菸品廣告，也認為對菸品廣告識讀的能力會大大提高。
The purpose of this study was to explore the effectiveness of a curriculum on tobacco advertisement and media literacy for the elementary school children with a non-equivalent pretest-posttest control group design. The sample was consisted of 4 classes of the six-grade students in one elementary school as experimental school and two classes from the other elementary school in the same educational district as the out-of-school control group(n=47). The sample from the first school was randomly assigned into the experimental (n=53) and the control (n=55) groups with two classes in each group. Only the students from the experimental group received the intervention curriculum of 6 units for 3 weeks(240 minutes)and the two control groups received nothing. Three groups filled out the pretest, posttest and delayed–posttest questionnaires. One–way Analysis of Covariance and Repeated Measure of Analysis of Covariance were used to test the hypotheses. The findings in this study were as following: 1. There was immediate effect on the awareness of tobacco advertisement of the media, tobacco advertisement recognition, and expectancies of smoking. 2. One month after the curriculum, the subjects in the experimental group were still better in the awareness tobacco advertisement, tobacco advertisement cognition, and had less expectancies on smoking than the control groups. 3. The score of behavior intention of refusing smoking in the experimental group was not significantly different between experimental and control groups immediately after the intervention; but was significantly greater than control group one month later. 4. The subjects expressed favorite reactions and opinions with the curriculum and enjoyed the activities during the intervention.
期刊論文
1.李景美(2008)。菸幕不再一談青少年菸害預防教育策略。學校衛生，52，89-105。  延伸查詢new window
2.余陽洲(2004)。廣告識讀入門。媒體識讀教育月刊，37，1-6。  延伸查詢new window
3.郭宏恬(2004)。拒菸大作戰--談菸害媒體識讀。媒體識讀教育月刊，39，6-8。  延伸查詢new window
4.Beaudoin, C. E.(2002)。Exploring antismoking ads: Appeals, themes, and consequences。Journal of Health Communication，7，123-137。  new window
5.Biener, L.(2002)。The continuing importance of emotion in tobacco control media campaigns: A response to。Hastings and MacFadyen. Tobacco Control，11，75-77。  new window
6.Braverman M. T.(2004)。Adolescent smoking and exposure to tobacco marketing under a tobacco advertising ban: findings from 2 Norwegian national samples。American Journal of Public Health，94(7)，1230-1238。  new window
7.Constantine V.(2010)。Key points in preventing tobacco use among adolescents。Tobacco Induced Disease，8(1)，3。  new window
8.David S.(2001)。4 million deaths per year attributable to smoking: why we need an international agreement on tobacco control。American Journal of Public Health，7，191-193。  new window
9.Goldman, L. K.(1998)。Evaluation of antisomking advertising campaigns。Journal of the American Medical Association，279(10)，772-777。  new window
10.Hanewinkel R.、Isensee B.(2010)。Cigarette advertising and adolescent smoking。American Journal of Preventive，38(4)，359-366。  new window
11.Henriksen L.、Feighery E. C.、Schleicher N. C.、Cowling D. W.、Kline R. S.(2008)。Is adolescent smoking related to the density and proximity of tobacco outlets and retail cigarette advertising near schools。Preventive medicine，47(2)，210-214。  new window
12.Pucci, L. G.(1999)。Exposure to brand-specific cigarette advertising in magazines and its impact on youth smoking。Preventive Medicine，29，313-320。  new window
13.Sargent, J. D.、Dalton, M.(2000)。Exposure to cigarette promotions and smoking up take in adolescents: evidence of a dose-response relation。Tobacco Control，9，163-8。  new window
14.Schmitt C. L.(2008)。Fear Appeals Revisited: Testing a Unique Anti-smoking Film。Current Psychology，27，145-151。  new window
15.Shapiro, J. P.(1998)。Industry foes fume over the tobacco。News & World Report，125，30。  new window
16.Sin, L. Y.(1997)。Cigarette advertising and juvenile smoking behavior: A Hong Kong Study。Singapore Management Review，9(1)，47-60。  new window
17.張卿卿(20050100)。從菸品廣告內容看菸商的說服企圖。廣告學研究，23，61-91。new window  延伸查詢new window
18.李景美、苗迺芳、黃惠玲(20001200)。青少年物質使用之社會學習及社會連結因素研究--以在學生為例。健康促進暨衛生教育雜誌，20，17-34。new window  延伸查詢new window
19.陳富莉、李蘭(20040200)。青少年菸品消費認同與吸菸行為之研究--以臺北縣某兩所高職學生為例。臺灣公共衛生雜誌，23(1)，59-70。new window  延伸查詢new window
學位論文
1.莊博文(2007)。菸品廣告識讀教學對青少年菸害防制信念之探討(碩士論文)。南台科技大學。  延伸查詢new window
圖書
1.行政院衛生署國民健康局(2005)。2005台灣薛害防制年報。臺中市：行政院衛生署國民健康局。  延伸查詢new window
2.行政院衛生署國民健康局(2006)。2006台灣薛害防制年報。臺中市：行政院衛生署國民健康局。  延伸查詢new window
3.余致力、黃東益、田玉玨(2004)。臺灣地區青少年菸害媒體識讀能力探討：理 論架構與問卷調査。  延伸查詢new window
4.郭良文(2004)。輕鬆識讀、菸害消除：菸害媒體識讀教學手冊。臺中市：行政院衛生署國民健康局。  延伸查詢new window
5.Center for Disease Control and Prevention(2000)。Reducing tobacco use。Atlanta, Georgia：CDC。  new window
6.教育部(2002)。媒體素養教育政策白皮書。教育部。  延伸查詢new window
7.林東泰(20080000)。大眾傳播理論。臺北：師大書苑。new window  延伸查詢new window
8.Bandura, Albert(1986)。Social Foundations of Thought and Action: A Social Cognitive Theory。Prentice-Hall, Inc.。  new window
其他
1.孫于庭(2009)。香菸廣告進入黑暗期，http://www.brain.com.tw/News/ RealNewsContent.aspx?ID=l 1946。  延伸查詢new window
2.Abdullah, M. H.(2000)。Media literacy.。  new window
圖書論文
1.Kubey, R.(1997)。Media Education: portraits of a evolving field。Media literacy in the information age。London：Transaction Publishers。  new window
2.Masterman, L.(1997)。A rationale for media education。Media literacy in the information age: current perspectives。Transaction Publishers。  new window
 
 
 
 
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