學術產出-Theses
Article View/Open
Publication Export
-
題名 模特兒與警語的使用對香菸廣告效果的影響 作者 黃澤民 貢獻者 黃國隆
黃澤民日期 1990
1989上傳時間 2-May-2016 17:06:57 (UTC+8) 摘要 在吸菸害處廣為人知、禁菸運動廣為推行之時，香菸廣告對吸菸行為帶來的可能影響仍是未有定論。香菸商針對不同的廣告對象，藉著精心設計的廣告，以各種模特兒的形象訴求，試圖抵消吸菸有害健康的警訊對現存吸菸者及潛在消費者的影響，以維持並擴展香菸的市場。本研究的主要目的乃是探討香菸廣告中模特兒與健康警語的呈現對香菸廣告效果的影影;另外並探討個人對吸菸害處的信念對香菸廣告效果的影響。 參考文獻 中文部份 許景郎(民75 ) 廣告模特兒與品牌名字對產品廣告效果的影響──以咖啡產品為實例。國立交通大學管理科學研究所碩士論文。 黃淑玲(民75) 明示品牌比較的廣告效果──廣告型態、產品參與度、訊息量的影響研究。國立交通大學管理科學研究所碩士論文。 董氏基金會(民74 ) 吸菸或健康──決定權在你。台北：董氏基金會。 樊志育(民73 ) 廣告效果研究。台北：三民書局。 樊志育(民74 ) 廣告學新論〈五版〉。台北：三民書局。 英文部份 Abelson , R.P. (1976). Script processing in attitude formation and decision-making. In J .S. Carroll & J.W. Payne (Eds.), Cognition and social behavior (pp.33-45) . Hillsdale , NJ: Erlbaurn. Altrnan , D.; Slater , M. , Albright , C. , & Maccoby , N. (1987). How an unhealthy product is sold: Cigarette advertising in magazines (1960-1985). Journal of Communication, 37, 95-106. Baker , M.J. , & Churchil 1, G.A. (1977). The impact of physically attractive models on advertising evaluations. Journa1 of Marketing Research , 14, 538-555. Burnkrant , R.E. (1976). A motivational model of information processing intensity. Journal of Consumer Research, 3, 21-30. Caballero , M.J. , & Pride , W.M. (1984). Selected effects of salesperson sex and attractiveness in direct mai1 advertisement. Journal of Marketing, 48, 94-100. Chestnut , R. W., & Lachance , C.C. (1977) . The decorative female model: Sexual stimuli and the recognition of advertisement. Journal of Advertisement, 6, 11-14. Davis , R. (1987). Current trends in cigarette advertising and marketing. New England Journal of Medicine, 316, 725-732. Department of Health and Human Services. (1982). The health Consequences of smoking: Cancer: A report of the Surgeon General (DHHS Publication No. PHS 82-50179). Rockville , MD: Office on Smoking and Health. Department of Health and Human Services. (1983). The health Consequences of smoking: Cardiovascular disease: A report of the Surgeon General (DHHS Publication No . PHS 83-50204). Rockville , MD: Office on Smoking and Health. Department of Health and Human Services. (1984) The health consequences of smoking: Chronic obstructive lung disease: A report of the Surgeon General (DHHS Publication No. PHS 84-50205). Rockville , MD: Office on Smoking and Health. Dion , K. , Berscheid , E. , & Walster , E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24, 207-213. Federal Trade Commission. (1979). Report to Congress: Pursuant to the Public Health Cigarette Smoking Ac t. Washington , DC: Author. Federal Trade Commission. (1985). Report to Congress: Pursuant to the Federal Cigarette Labeling and Advertising Act. Washington , DC: Author. Festinger , L. (1957). A theory of cognitive dissonance. Standford , CA: Standford University Press. Fishbein , M. (1979). - A theory of reasoned action: Some applications and implications. In H. Howe & M. Page (Eds.) , Nebraska Symposium on Motivation. Lincoln: University of Nebraska Press. Flay , B.R. (1987). Mass media and smoking cessation: A critical review. American Journal of Public Health, 77, 153-160. Freedman , J.L. , & Sears , D.O. (1965). Selective exposure. In L. Berkowitz (Ed.) , Advances in experimental social psychology (pp.55-97). Kew York: Academic Press. Janis , I.L. , Kaye , D. , & Kirschner , P. (1965). Facilitating effects of eating while reading on responsiveness to persuasive communications. Journal of Personality and Social Psychology, 1, 181-186. John Tung`s Foundation. (1988). The brief of anti-smoking activities on Taiwan. Taipei , Taiwan: Author. Kanungo , R.N. , & Pang , S. (1973). Effects of human models on perceived product quality. journal of Applied Psychology, 57, 172-178. Miller , A.G. (1970). ` Role of physical attractiveness in impression formation. Psychometric Science, 19, 241-243. Miller , A.G. (1970). Social perception of internal-external control. Perceptual and Motor Skill, 30, 103-109. Nisbett , R.E. , Borgida , E. , Crandall , R. , & Reed , H. (1976). Popular induction: Information is not necessarily informative. In J.S. Carroll & J.W. Payne (Eds.) , Cognition and social behavior (pp.119-186). Hillsdale , NJ: Erlbaum. Nisbett , R. , & Ross , L. (1980). Human inference: Strategies and Shortcomings of social judgment. Englewood Cliffs , NJ: Prentice-Hall. Peterson , R.A. , & Kerin , R.A. (1977). The female role in advertisement: Some experimental evidence. Journal of Marketing, 41, 59-63. Rogers , T.B. , Kuiper , K.A. , & Kirker , W.S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology , 35 , 677-688. Shopland , D. , & Brown , C. (1 987). Toward the 1990 objectives for smoking: Measuring the progress with 1985 NHIS data. Public Health Report, 102, 68-73. Smith , G. , & Engel , R. (1968). Influence of a female model on perceived characteristics of an automobile. Proceedings of the 76th Annual Convention of the American Psychological Association, 681-682. Steadman , M. (1969). How sexy illustrations affect brand recall. Journal of Advertising Research , 9, 15-19. United States Office of Technology Assessment. (1985). Smoking-related deaths and financial costs. Washington, DC: Author. Warner , K. (1986). Selling smoke: Cigarette advertising and Public health. Washington, DC: American Public Health Association. 描述 碩士
國立政治大學
心理學系資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002005187 資料類型 thesis dc.contributor.advisor 黃國隆 zh_TW dc.contributor.author (Authors) 黃澤民 zh_TW dc.creator (作者) 黃澤民 zh_TW dc.date (日期) 1990 en_US dc.date (日期) 1989 en_US dc.date.accessioned 2-May-2016 17:06:57 (UTC+8) - dc.date.available 2-May-2016 17:06:57 (UTC+8) - dc.date.issued (上傳時間) 2-May-2016 17:06:57 (UTC+8) - dc.identifier (Other Identifiers) B2002005187 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89750 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 心理學系 zh_TW dc.description.abstract (摘要) 在吸菸害處廣為人知、禁菸運動廣為推行之時，香菸廣告對吸菸行為帶來的可能影響仍是未有定論。香菸商針對不同的廣告對象，藉著精心設計的廣告，以各種模特兒的形象訴求，試圖抵消吸菸有害健康的警訊對現存吸菸者及潛在消費者的影響，以維持並擴展香菸的市場。本研究的主要目的乃是探討香菸廣告中模特兒與健康警語的呈現對香菸廣告效果的影影;另外並探討個人對吸菸害處的信念對香菸廣告效果的影響。 zh_TW dc.description.tableofcontents 第一章 緒論………………1 第一節 研究動機與目的………………1 第二節 文獻探討………………7 第三節 研究問題與假設………………14 第二章 研究方法………………16 第一節 研究對象………………16 第二節 研究工具………………17 第三節 實驗程序………………23 第四節 研究設計………………27 第三章 研究結果………………29 第一節 有關操弄變項的檢驗………………29 第二節 主要研究結果分析………………31 第三節 次要研究結果分析………………37 第四章 討論與建議………………42 第一節 研究結論………………42 第二節 討論與建議………………43 參考文獻 中文部份………………48 英文部份………………49 附錄 研究問卷 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005187 en_US dc.title (題名) 模特兒與警語的使用對香菸廣告效果的影響 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部份 許景郎(民75 ) 廣告模特兒與品牌名字對產品廣告效果的影響──以咖啡產品為實例。國立交通大學管理科學研究所碩士論文。 黃淑玲(民75) 明示品牌比較的廣告效果──廣告型態、產品參與度、訊息量的影響研究。國立交通大學管理科學研究所碩士論文。 董氏基金會(民74 ) 吸菸或健康──決定權在你。台北：董氏基金會。 樊志育(民73 ) 廣告效果研究。台北：三民書局。 樊志育(民74 ) 廣告學新論〈五版〉。台北：三民書局。 英文部份 Abelson , R.P. (1976). Script processing in attitude formation and decision-making. In J .S. Carroll & J.W. Payne (Eds.), Cognition and social behavior (pp.33-45) . Hillsdale , NJ: Erlbaurn. Altrnan , D.; Slater , M. , Albright , C. , & Maccoby , N. (1987). How an unhealthy product is sold: Cigarette advertising in magazines (1960-1985). Journal of Communication, 37, 95-106. Baker , M.J. , & Churchil 1, G.A. (1977). The impact of physically attractive models on advertising evaluations. Journa1 of Marketing Research , 14, 538-555. Burnkrant , R.E. (1976). A motivational model of information processing intensity. Journal of Consumer Research, 3, 21-30. Caballero , M.J. , & Pride , W.M. (1984). Selected effects of salesperson sex and attractiveness in direct mai1 advertisement. Journal of Marketing, 48, 94-100. Chestnut , R. W., & Lachance , C.C. (1977) . The decorative female model: Sexual stimuli and the recognition of advertisement. Journal of Advertisement, 6, 11-14. Davis , R. (1987). Current trends in cigarette advertising and marketing. New England Journal of Medicine, 316, 725-732. Department of Health and Human Services. (1982). The health Consequences of smoking: Cancer: A report of the Surgeon General (DHHS Publication No. PHS 82-50179). Rockville , MD: Office on Smoking and Health. Department of Health and Human Services. (1983). The health Consequences of smoking: Cardiovascular disease: A report of the Surgeon General (DHHS Publication No . PHS 83-50204). Rockville , MD: Office on Smoking and Health. Department of Health and Human Services. (1984) The health consequences of smoking: Chronic obstructive lung disease: A report of the Surgeon General (DHHS Publication No. PHS 84-50205). Rockville , MD: Office on Smoking and Health. Dion , K. , Berscheid , E. , & Walster , E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24, 207-213. Federal Trade Commission. (1979). Report to Congress: Pursuant to the Public Health Cigarette Smoking Ac t. Washington , DC: Author. Federal Trade Commission. (1985). Report to Congress: Pursuant to the Federal Cigarette Labeling and Advertising Act. Washington , DC: Author. Festinger , L. (1957). A theory of cognitive dissonance. Standford , CA: Standford University Press. Fishbein , M. (1979). - A theory of reasoned action: Some applications and implications. In H. Howe & M. Page (Eds.) , Nebraska Symposium on Motivation. Lincoln: University of Nebraska Press. Flay , B.R. (1987). Mass media and smoking cessation: A critical review. American Journal of Public Health, 77, 153-160. Freedman , J.L. , & Sears , D.O. (1965). Selective exposure. In L. Berkowitz (Ed.) , Advances in experimental social psychology (pp.55-97). Kew York: Academic Press. Janis , I.L. , Kaye , D. , & Kirschner , P. (1965). Facilitating effects of eating while reading on responsiveness to persuasive communications. Journal of Personality and Social Psychology, 1, 181-186. John Tung`s Foundation. (1988). The brief of anti-smoking activities on Taiwan. Taipei , Taiwan: Author. Kanungo , R.N. , & Pang , S. (1973). Effects of human models on perceived product quality. journal of Applied Psychology, 57, 172-178. Miller , A.G. (1970). ` Role of physical attractiveness in impression formation. Psychometric Science, 19, 241-243. Miller , A.G. (1970). Social perception of internal-external control. Perceptual and Motor Skill, 30, 103-109. Nisbett , R.E. , Borgida , E. , Crandall , R. , & Reed , H. (1976). Popular induction: Information is not necessarily informative. In J.S. Carroll & J.W. Payne (Eds.) , Cognition and social behavior (pp.119-186). Hillsdale , NJ: Erlbaum. Nisbett , R. , & Ross , L. (1980). Human inference: Strategies and Shortcomings of social judgment. Englewood Cliffs , NJ: Prentice-Hall. Peterson , R.A. , & Kerin , R.A. (1977). The female role in advertisement: Some experimental evidence. Journal of Marketing, 41, 59-63. Rogers , T.B. , Kuiper , K.A. , & Kirker , W.S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology , 35 , 677-688. Shopland , D. , & Brown , C. (1 987). Toward the 1990 objectives for smoking: Measuring the progress with 1985 NHIS data. Public Health Report, 102, 68-73. Smith , G. , & Engel , R. (1968). Influence of a female model on perceived characteristics of an automobile. Proceedings of the 76th Annual Convention of the American Psychological Association, 681-682. Steadman , M. (1969). How sexy illustrations affect brand recall. Journal of Advertising Research , 9, 15-19. United States Office of Technology Assessment. (1985). Smoking-related deaths and financial costs. Washington, DC: Author. Warner , K. (1986). Selling smoke: Cigarette advertising and Public health. Washington, DC: American Public Health Association. zh_TW
