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https://ah.lib.nccu.edu.tw/handle/140.119/103268
題名: | 廣告從業人員專業道德認知研究 | 其他題名: | Advertising Practicionrs` Perceptions of Professional Ethics | 作者: | 劉美琪 | 貢獻者: | 國立政治大學廣告學系 | 關鍵詞: | 專業 ; 從業人員 ; 道德認知 ; 廣告 | 日期: | Mar-1994 | 上傳時間: | 25-Oct-2016 | 摘要: | 針對台灣廣告綜合代理從業人員,本研究探討之主題為廣告人在工作上所面臨之道德困擾或矛盾。在回收的120份問卷中,除了32.5%的受訪者表示,未曾在工作上經歷過個人道德標準的衝突外,另67.5%之受訪者回覆道德挑戰經常出現於工作中。依受訪者所提出之頻率,問題依次為:(一)產品本身的性質,(二)廣告的內容,(三)公司與客戶的關係,(四)市場調查的可信度,(五)回扣之收取,及(六)服務品質等。 A survey was conducted on the advertising practitioners in Taiwan concerning their experiences of ethical challenges at work. Among 120 respondents, while 32.5% responded that ethical problems did not exist, 67.5% admitted that ethical decision was a commonplace at work. Based on the number being mentioned, those ethical problems are:(1)product-related,(2)the message of advertisements,(3)agency-client relationship,(4)the creditability of research,(5)undertable rebate and,(6)the quality of service. |
關聯: | 廣告學研究, 3, 145-158 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
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