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https://ah.lib.nccu.edu.tw/handle/140.119/56977
題名: | How people tell an ad story: Western vs. Asian styles | 作者: | Ching, Chingching 張卿卿 |
貢獻者: | 政大廣告系 | 關鍵詞: | advertising/public relations; content analysis; strategic communication | 日期: | 2012 | 上傳時間: | 22-二月-2013 | 摘要: | The likelihood that people tell stories in advertising, as well as the type of stories they tell, may reflect their cultural variation. A content analysis shows that commercials in Taiwan are more likely to employ narrative appeals than are commercials in the United States, and the story structures in Taiwanese commercials are less likely to be well-developed. Narrative ads in the two cultures also differ on three content dimensions: problems to be solved, psychological benefits from solving the problem, and the emotion experienced in the process. The discussion of such differences relies on an integrated explanatory framework. | 關聯: | Asian Journal of Communication, 22, 235-252 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/01292986.2012.681662 |
Appears in Collections: | 期刊論文 |
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