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題名 電視廣告議題設定效果之初探
作者 高振盛
貢獻者 王石番
高振盛
日期 1991
上傳時間 5-May-2016 13:37:46 (UTC+8)
摘要 論文摘要
     一、研究目的
     大眾媒介議題設定(Agenda –Setting)研究自1970年代以來，多以政治性議題為檢驗的對象，就理論本身的內涵及發展而言，有必要擴大議題的性質及適用範圍。
     本研究以電視廣告為例，檢視議題設定模式的適用性，主要的目的有二:
     1.以非政治性/商業廣告大眾媒介議題，檢證議題設定模式是否適用於選舉以外之議題；及不同性質的媒介議題，其議題設定功能有何差異？
     2.分析閱聽人的傳播行為、人口特質等對商業廣告議題設定效果的影響。
     二、研究方法：
     本研究採用內容分析及問卷調查：
     1 .內容分析：蒐集民國72年至78年間三家電視台播映電視廣告中各品牌的運動飲料廣告，計得24種品牌133種廣告。依廣告中所強調的產品屬性，分為成份、功能、價格、包裝、容量、口味、促銷及通路等八種分類分別計分。
     2.問卷調查：以立意抽樣抽選393名大學學生，在民國79年2月期間以問卷調查方式蒐集受試者對電視廣告的個人議題、人口特質及傳播行為等資料。
     三、統計方法
     以斯皮爾曼等級相關法(Spearman Rank Correlation) 計算媒介議題及個人議題之間的關聯性。
     四、研究發現：
     1.電視廣告愈強調的訊息，和受試者所認知的廣告訊息愈一致。
     2.閱聽人看電視廣告的多寡情形，並不影響議題設定效果；但閱聽人愈常看到運動飲料產品電視廣告，則個人議題和媒介議題愈一致。
     3.閱聽人飲用運動飲料多寡的程度，在議題設定效果上，並未造成差異。
     4.閱聽人的性別、參與社團及運動情形，對電視廣告議題設定效果並無影響。
參考文獻 參考書目
     一、中文部分
     王石番(民80)
     傳播內容分析法一理論與驗證。台北：幼獅書局。王石番(民80)
     「十年來台灣地區廣告發展分析」，中華民國新聞年鑑，台北：台北市新聞記者公會，頁299-307行政院主計處(民76)
     「台灣地區時間運用調查報告」臺北。
     林東素，王嵩音(民80)
     「民眾對電視廣告之評價」民意學術季刊，157期，頁91-108。
     徐佳士(民77)
     「十年來之廣告與社會」廣告十年：1978-1987，台北：時報出版公司，頁17 。
     胡哲生(民70)
     電視觀賞者區隔分析 台北：台大商學研究所碩士論文。
     張錦華(民79)
     「傳播效果理論批評」新聞學研究，第四十二集，台北：政大新聞研究所，頁110 。
     廖淑伶(民79)
     議題設定效果因素之探討：媒介特性，人口變項，傳播行為與大眾媒介議題設定之關聯性分析 台北：政大新聞研究所碩士論文。
     楊國樞、文崇一、吳聰賢、李亦園編(民75)
     社會及行為科學研究法。台北：東華書局。
     潘家慶、王石番、謝瀛春(民79)
     台灣地區大眾傳播與議題設定之研究，台北：政大新聞研究所，行政院國家科學委員會補助研究計畫。
     鄭明樁(民80)
     「電視廣告與影像文化的概念架構」，當代63期，頁30-47
     鄭瑞城(民79)
     透視傳播媒介，台北：天下文化出版社。
     賴峰亮(民80)
     一席之地：生活飲料崛起奧秘，台北：文集書局。
     蕭富峰(民79)
     「1989年重大商戰解析：健康意識擋不住的感覺」中時晚報，79年3月10日，15版。
     羅文坤(民75)
     行銷傳播學，台北：三民書局。
     羅文輝(民80)
     精確新聞報導，台北：正中書局。
     劉水深(民70)
     行銷管理，台北：華泰書局。
     劉毅志(民77)
     「我國廣告業的回顧和前瞻」，廣告與消費者，作者自印。
     二、英文部分
     Aaker.D. and J.Meyers (1982)
     Advertising Management , Englewood Cliffs. NJ: Prentice-Hall
     Adoni , H. and S. Mane (1984)
     "Media and the Social Construction of Reality: Toward an Integration of Theory and Research.” Communication Research. 11(3) :323-340
     Alba. J. and A. Chattopadhyay (1986)
     "Salience Effects in Brand Recall." Journal of Marketing Research. 23:363
     Atkin.C. (1975)
     "Effects of Campaign Advertising and Newscasts on Children." Journalism Quarterly. 54(3) :503-508
     Atwater. T., M. Salwen and R. Anderson (1985)
     "Media Agenda-Setting with Environrnent Issues." Journalisrn Quarterly , 62(2) :393-397
     Becker. L. , M. McCombs and J. McLeod (1975)
     "The Development of Political Cognitions". in S. Chaffee (ed.) Political Comrnunication:
     Issues and Strategies for Research , Beverly Hills , CA: Sage , p39.
     Benton , M. and P. Frazier (1976)
     "The Agenda-Setting Function of the Mass Media at Three Levels of Information Holding ," Cornrnunciation Research_ 3 (3) : 261-294
     Berger.A(1989)
     Seeing is Believing , CA: Mayfield
     Blood , R. (1980)
     "Cornpeting Models of Agenda-Setting: Issue Obstrusiveness vs. Media Exposure ,"
     paper presented at the Association for Education in Journalism , Boston.MA.
     Blurnler , J. and D.McOuail (1969)
     Television in Politics, Chicago , IL: Univ. of Chicago Press
     Blumler , J. and M. Gurevitch (1982)
     "The Political Effects of Mass Communication". in Gurevitch , M. , T.Bennet. J.Curran and J. Wallacott , (eds) Culture , Society and the Media , London: Methuen , pp.236-267.
     Bowers , T. (1973)
     "Newspaper Political Advertising and the Agenda-Setting Function, Journalism Quarterly , 50(3) :552-556
     Chaffee , S. , H.Jackson-Beeck , S.Duvall and D.Wilson (1977)
     "Mass Communication in Political Socialization , in S. Rensbon (eds.) handbook of Political Socialization ,New York: The Free Press , pp.701-725
     Collin , B. (1983)
     "Learning from Television News: A Critique of the Research , Journal of Broadcasting , 17:359-370
     DeFleur , M. and S.Ball-Rokeach (1988)
     Theories of Mass Communication, New York: Longman
     Demmers D. , D.Draff , Y.Choi and B.Pessm(1989)
     "Issue Obstrusiveness and the Agenda-Setting Effects of National Network News . "
     Communication Research. 16(6):793-812
     Dowling G. (1980)
     "Information Content in US and Australian TV Advertising ," Journal of Marketing , 44(4) :34-37
     Eaton , H. (1989)
     “Agenda -Setting With Bi-Weekly Data On Content of Three National Media."
     Journalism Quarterly , 66(4) ;942-948
     Engel. J. , M. Warshaw and T. Kinner (1987)
     Promotional Strategy: Managing the Marketing Communication Process, Homewood , IL: Irwin.
     Erbring , L. E. Goldenberg and A. Miller (1980)
     Frontpage News and Real-World Cues: A New Look at Agenda-Setting by the Media
     American Journal of Political Science , 24:16-49
     Eyal. C. , J. Winter and W. DeGorge (1981)
     "The Concept of Time Frame in Agenda-Setting ," Mass Communication Review Year、book ， 2:212-218
     Ghorpade , S. (1986)
     "Agenda Setting: A Test of Advertising`s Neglected Function ," Journal of Advertising Research , 26(1) :23-27
     Harmon , R. , N.Razzook and b. Stern(1983)
     "The Information Content of Comparative Magazine Ads" , Journal of Advertising , 12(4) :10-19.
     Harrison. T. (1987)
     A Handbook of Advertising Techniques , London: Kogan Page.
     Healey , J. , and H. Kassarjian(1983)
     "Advertising Substantiation and Advertiser Response: A Content Analysis of Magazine Ads" , Journal of Marketing , 47(2) :107-117.
     Jacoby , J. (1984)
     "Perspectives on Information Overload ," Journal of Consumer Research, 10:432-35.
     Hefzallah , l. and P. Maloney(1979)
     "Are There Only Six Kinds of TV Commercials" Journal of Advertising Research , 19(1) :57-62
     Hill , D. (1985)
     “Viewer Characteristics and Agenda-Setting by Television News ," Public Opinion Quarterly , 49:340-50.
     H?gel, R. , W.Degenhardt and H.Weiss (1989)
     "Structural Equation Models: for the Analysis of the Agenda Process" Eourpean Journal o :f Communication , 4:191-210
     Iyengar , S. and D. Kinder (1987)
     News That Matters: Television and American Opinion , Chicago , IL: Univ. o :f Chicago Press , pp.48-50
     Jamieson. K. and K. Campbell (1983)
     The Interplay of Influence: Mass Media and Their Publics in News , Advertising , Politics ,
     New York: Wadsworth
     Johonson , A. (1990)
     "Trends in Political Communication: A selection Review of Research in the 1980`s ," in Swanson , D. and D. Nimmo(ed.)
     New Directions in Political Communication , Beverly Hills , CA: Sage
     Kaid , L. (1981)
     "Political Advertising ," in Nimmo , D. and S.Keith (ed)
     Handbook of Political Communication , Beverly Hills , CA: Sage , pp.263-265
     Kaid.L. and K.Sanders (1978)
     "Political Television Commercials: An Experimenta1 Study of Type and Length ,"
     Communication Research, 5:57-70
     Klapper. J. (1960)
     The Effects of Mass Communication, New York: the Free Press.
     Krugman. H. (1965)
     "The Impact of Television Advertising ," Public Opinion Quarterly , 29:349-356
     Larsen. o. (1964)
     "Social Effects of Mass Communication ," in Fairs. R. (eds.) Handbook of Modern Sociology Chicago.IL: Rand McNally. p.348
     Madden. C.. M. Caballero and S. Matsukubo(1986)
     "Analysis of Information Content in US and Japanese Magazine Ads". Journal of Advertising , 15 (3) : 38 -45.
     Manhiem , J. and R.Albritton (1988)
     "Changing National Images: International Public Relations and Media Agenda-Setting ,
     the American Political Science Review , 78:641-657
     McClure , R. and T. Patter、son (1974)
     "Television News and Political Advertising. " Communication Research , 1:3-31
     and T. Patterson (1976)
     "Setting the Political Agenda: Print vs. Network News. “ Journal of Cornmunication. 26:23-28
     McCombs. M. (1977)
     "Newspapers vs. Television: Mass Comrnunication Effects Across Time." cited in McCombs , M. and D. Shaw (1977)
     The Emergence of Arnerican Political Issues: The Agenda-Setting Function of the Press.
     St. Paul , MN: West.
     and D. Shaw (1977)
     The Ernergence of American Political Issues: The Agenda-Setting Function of the Press. St. Paul. MN: West Publishing
     McCombs. M. (1981)
     "The Agenda-Setting Approach" in D. Nimmo and K. Sander、s (eds) Handbook of Political Communication. Beverly Hills. CA: Sage.pp.121-140
     McCombs. M and D. Weaver (1973)
     "Voters` Need for Orientation and Use of Mass Communication." in Sohn. A. . (1978)
     "A Longtitudinal Analysis of Local Non-political Agenda-Setting Effect,” Journalsim Quarterly 55(2) :325-333
     McGuire , W. (1974)
     "Psychological Motives and Communication Gratification ," in Blumler , J. and E. Katz (ed) The Use of Mass Commun?cations.
     Beverly Hills , CA: Sage. p.179.
     McQuai 1 , D. (1987)
     Mass Communication: An Introduction. Beverly Hills , CA: Sage. p.254
     (1982)
     Sociology of Mass Communication. (ed) Harmondsworth: Penguin.
     Meyers. W. (1984)
     The Image Makers: Power and Persuasion on Madison Avenue. New York: McGraw-Hill
     Olson. D. , M. Schlinger and C. Young(1982)
     "How Consumers React to New Product Ads , Journal of Advertising Research , 22(3) :24-30
     Paber. R. and M. Storey (1984)
     "Recall of Information from Political Advertising." Journal of Advertising , 13 (3) : 39-44
     Pasadeos. y. , G. Key. S.Hal1 and C.Morvi11o(1987)
     "Information Content of Newspaper Advertisement" Newspaper Research Journal 1.8(3):1-10.
     Pearl. D.. L.Bouthi1er and J. Lazar (ed.)
     Te1evision and Behavior. Rockvi11e.MD: Institute of Nationa1 Hea1th. pp.191-200
     Percy , L . and J. Rossiter (1980)
     Advertising Strategy , New York: Praeger
     Resnik , A. and B. Stern (1977)
     "Analysis of 1nformation Content in TV Advertising ," Journal of Marketing, 41(1):50-53
     Robinson , M. (1976)
     Public Affairs Television and the Growth of Political Malaise: The Case of "The Selling of the Pentagon , " American Political Science Review , 70:409-432
     - and C. Zukin (1976)
     "Television and the Wallace Vote.” Journal of Communication , 26:79-83
     Rogers , E. and J. Dearing (1988)
     "Agenda -Setting Research: \\`/here Has It Been , Where Is It Going?" Cornmunication Yearbook. 11: 561
     Sa1wen , M. (1988)
     "Effect of Accumulation of Coverage on Issue Salience in Agenda-Setting ," Journalism Quarterly. 65(1) :100-106
     Sandage. C. , F. Vernon and R. Kim (1979)
     Advertising Theory and Practice,
     Homewood , IL: Richand D. 1rwin
     Settle, R. and L. Golden , (1979)
     "Attribution Theory and Advertisers `Credibility ," Journal of Marketing Research , 11:181-185.
     Shaw , D. and J. Slater (1988)
     "Press Puts Unempolyment on Agenda: Richmond County Opinion. 1981-1984.
     Journa1ism Quarterly. 65(2) :307-411
     Sinclair. J.(1987)
     Images Incorporated: Advertising as Industry and Ideology , New York: Croom Helm
     Stein. A. and L. Friedrich (1971)
     "Television Content and Young Children`s Behavior." in Television and Social Behavior ,
     Washington. D. C. : Government Printing Office. 2:202-317
     Stipp. H. , and D. Kerr (1989)
     "Determinants of Public Opinion About AIDS." Public Opinion Quarterly. 53:98-106
     Sutherland , M. (1977)
     "Perceived Popularity and Top-of-Mind Awareness." In Sutherland. M. and J. Galloway (1981) "The Role of Advertising: Persuasion or Agenda Setting?"
     Journal of Advertising Research , 21 (5) : 25-29
     Tardy. C. .B. Gaughan , M. Hemphill and N. Crokett (1981)
     "Media Agendas and Political Participation."
     Journalism Quarterly. 58(4) :624-627
     Urdang , L. (1986)
     The Dictionary of Advertising Lincolnwood .IL:NTC
     Weaver. D. (1987)
     "Media Agenda-Setting and Election: Assumption and Implications ," in Paletz. D. (ed) Political Research , p.176
     Williams , R. (1982)
     Culture. London: Fontana
     Williams. W., Jr., and D. Larsen (1977)
     "Agenda-Setting in an Off-election Year." Journalism Quarterly , 54(3) :744-49.
     Williams , W. , Jr. , and W.Semlak (1978)
     Campaign 1976: Agenda-Setting During the New Hampshire Primacy,”Journal of Broadcasting , 22(4) :531-40.
     Winter , J. (1981)
     "Contigent Conditions in the Agenda-Setting by Television News ,
     Public Opinion Quarterly , 49:340-350
     Wright , J. , D. Warner and W. Winter (1982)
     Advertising , New York: McGraw-Hill. pp.256-258
描述 碩士
國立政治大學
新聞學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002005995
資料類型 thesis
dc.contributor.advisor 王石番zh_TW
dc.contributor.author (Authors) 高振盛zh_TW
dc.creator (作者) 高振盛zh_TW
dc.date (日期) 1991en_US
dc.date.accessioned 5-May-2016 13:37:46 (UTC+8)-
dc.date.available 5-May-2016 13:37:46 (UTC+8)-
dc.date.issued (上傳時間) 5-May-2016 13:37:46 (UTC+8)-
dc.identifier (Other Identifiers) B2002005995en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/91154-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞學系zh_TW
dc.description.abstract (摘要) 論文摘要
     一、研究目的
     大眾媒介議題設定(Agenda –Setting)研究自1970年代以來，多以政治性議題為檢驗的對象，就理論本身的內涵及發展而言，有必要擴大議題的性質及適用範圍。
     本研究以電視廣告為例，檢視議題設定模式的適用性，主要的目的有二:
     1.以非政治性/商業廣告大眾媒介議題，檢證議題設定模式是否適用於選舉以外之議題；及不同性質的媒介議題，其議題設定功能有何差異？
     2.分析閱聽人的傳播行為、人口特質等對商業廣告議題設定效果的影響。
     二、研究方法：
     本研究採用內容分析及問卷調查：
     1 .內容分析：蒐集民國72年至78年間三家電視台播映電視廣告中各品牌的運動飲料廣告，計得24種品牌133種廣告。依廣告中所強調的產品屬性，分為成份、功能、價格、包裝、容量、口味、促銷及通路等八種分類分別計分。
     2.問卷調查：以立意抽樣抽選393名大學學生，在民國79年2月期間以問卷調查方式蒐集受試者對電視廣告的個人議題、人口特質及傳播行為等資料。
     三、統計方法
     以斯皮爾曼等級相關法(Spearman Rank Correlation) 計算媒介議題及個人議題之間的關聯性。
     四、研究發現：
     1.電視廣告愈強調的訊息，和受試者所認知的廣告訊息愈一致。
     2.閱聽人看電視廣告的多寡情形，並不影響議題設定效果；但閱聽人愈常看到運動飲料產品電視廣告，則個人議題和媒介議題愈一致。
     3.閱聽人飲用運動飲料多寡的程度，在議題設定效果上，並未造成差異。
     4.閱聽人的性別、參與社團及運動情形，對電視廣告議題設定效果並無影響。		zh_TW
dc.description.tableofcontents 目錄
     謝詞 I
     論文提要 III
     目錄 V
     圖表目錄 VII
     第一章 緒論 1
     第一節 動機與目的 1
     第二節 議題設定理論概述 9
     第三節 問題陳述 17
     第一章 註釋 24
     第二章 文獻探討 33
     第一節 非選舉性議題的大眾媒介議題設定效果 33
     第二節 電視使用情形與議題設定之關聯 37
     第三節 產品使用、個人特質和議題設定之關聯 45
     第四節 研究架構 49
     第二章 註釋 51
     第三章 研究方法 59
     第一節 內容分析法 59
     第二節 問卷調查 69
     第三節 統計方法 79
     第三章 註釋 83
     第四章 資料分析 87
     第一節 內容分析基本資料 87
     第二節 基本資料 91
     第三節 電視議題與個人議題 105
     第五章 結論 125
     第一節 重要研究發現 125
     第二節 討論 129
     第三節 研究限制與建議 137
     第五章 註釋 141
     參考書目 143
     附錄一 編碼表 155
     附錄二 電視廣告效果研究問卷 157		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005995en_US
dc.title (題名) 電視廣告議題設定效果之初探zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考書目
     一、中文部分
     王石番(民80)
     傳播內容分析法一理論與驗證。台北：幼獅書局。王石番(民80)
     「十年來台灣地區廣告發展分析」，中華民國新聞年鑑，台北：台北市新聞記者公會，頁299-307行政院主計處(民76)
     「台灣地區時間運用調查報告」臺北。
     林東素，王嵩音(民80)
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