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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\r\n一、研究目的\r\n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。\r\n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:\r\n1.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？\r\n2.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。\r\n二、研究方法：\r\n本研究採用內容分析及問卷調查：\r\n1 .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。\r\n2.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。\r\n三、統計方法\r\n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。\r\n四、研究發現：\r\n1.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。\r\n2.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。\r\n3.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。\r\n4.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\r\n一、中文部分\r\n王石番(民80)\r\n傳播內容分析法一理論與驗證。台北：幼獅書局。王石番(民80)\r\n「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)\r\n「台灣地區時間運用調查報告」臺北。\r\n林東素，王嵩音(民80)\r\n「民眾對電視廣告之評價」民意學術季刊，157期，頁91-108。\r\n徐佳士(民77)\r\n「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 。\r\n胡哲生(民70)\r\n電視觀賞者區隔分析 台北：台大商學研究所碩士論文。\r\n張錦華(民79)\r\n「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 。\r\n廖淑伶(民79)\r\n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。\r\n楊國樞、文崇一、吳聰賢、李亦園編(民75)\r\n社會及行為科學研究法。台北：東華書局。\r\n潘家慶、王石番、謝瀛春(民79)\r\n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。\r\n鄭明樁(民80)\r\n「電視廣告與影像文化的概念架構」，當代63期，頁30-47\r\n鄭瑞城(民79)\r\n透視傳播媒介，台北：天下文化出版社。\r\n賴峰亮(民80)\r\n一席之地：生活飲料崛起奧秘，台北：文集書局。\r\n蕭富峰(民79)\r\n「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。\r\n羅文坤(民75)\r\n行銷傳播學，台北：三民書局。\r\n羅文輝(民80)\r\n精確新聞報導，台北：正中書局。\r\n劉水深(民70)\r\n行銷管理，台北：華泰書局。\r\n劉毅志(民77)\r\n「我國廣告業的回顧和前瞻」，廣告與消費者，作者自印。\r\n二、英文部分\r\nAaker.D. and J.Meyers (1982)\r\nAdvertising Management , Englewood Cliffs. NJ: Prentice-Hall\r\nAdoni , H. and S. Mane (1984)\r\n\"Media and the Social Construction of Reality: Toward an Integration of Theory and Research.” Communication Research. 11(3) :323-340\r\nAlba. J. and A. Chattopadhyay (1986)\r\n\"Salience Effects in Brand Recall.\" Journal of Marketing Research. 23:363\r\nAtkin.C. (1975)\r\n\"Effects of Campaign Advertising and Newscasts on Children.\" Journalism Quarterly. 54(3) :503-508\r\nAtwater. T., M. Salwen and R. Anderson (1985)\r\n\"Media Agenda-Setting with Environrnent Issues.\" Journalisrn Quarterly , 62(2) :393-397\r\nBecker. L. , M. McCombs and J. McLeod (1975)\r\n\"The Development of Political Cognitions\". in S. Chaffee (ed.) Political Comrnunication:\r\nIssues and Strategies for Research , Beverly Hills , CA: Sage , p39.\r\nBenton , M. and P. Frazier (1976)\r\n\"The Agenda-Setting Function of the Mass Media at Three Levels of Information Holding ,\" Cornrnunciation Research_ 3 (3) : 261-294\r\nBerger.A(1989)\r\nSeeing is Believing , CA: Mayfield\r\nBlood , R. (1980)\r\n\"Cornpeting Models of Agenda-Setting: Issue Obstrusiveness vs. Media Exposure ,\"\r\npaper presented at the Association for Education in Journalism , Boston.MA.\r\nBlurnler , J. and D.McOuail (1969)\r\nTelevision in Politics, Chicago , IL: Univ. of Chicago Press\r\nBlumler , J. and M. Gurevitch (1982)\r\n\"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.\r\nBowers , T. (1973)\r\n\"Newspaper Political Advertising and the Agenda-Setting Function, Journalism Quarterly , 50(3) :552-556\r\nChaffee , S. , H.Jackson-Beeck , S.Duvall and D.Wilson (1977)\r\n\"Mass Communication in Political Socialization , in S. Rensbon (eds.) handbook of Political Socialization ,New York: The Free Press , pp.701-725\r\nCollin , B. (1983)\r\n\"Learning from Television News: A Critique of the Research , Journal of Broadcasting , 17:359-370\r\nDeFleur , M. and S.Ball-Rokeach (1988) \r\nTheories of Mass Communication, New York: Longman\r\nDemmers D. , D.Draff , Y.Choi and B.Pessm(1989)\r\n\"Issue Obstrusiveness and the Agenda-Setting Effects of National Network News . \"\r\nCommunication Research. 16(6):793-812\r\nDowling G. (1980)\r\n\"Information Content in US and Australian TV Advertising ,\" Journal of Marketing , 44(4) :34-37\r\nEaton , H. (1989)\r\n“Agenda -Setting With Bi-Weekly Data On Content of Three National Media.\"\r\nJournalism Quarterly , 66(4) ;942-948\r\nEngel. J. , M. Warshaw and T. Kinner (1987)\r\nPromotional Strategy: Managing the Marketing Communication Process, Homewood , IL: Irwin.\r\nErbring , L. E. Goldenberg and A. Miller (1980)\r\nFrontpage News and Real-World Cues: A New Look at Agenda-Setting by the Media\r\nAmerican Journal of Political Science , 24:16-49\r\nEyal. C. , J. Winter and W. DeGorge (1981)\r\n\"The Concept of Time Frame in Agenda-Setting ,\" Mass Communication Review Year、book ， 2:212-218\r\nGhorpade , S. (1986)\r\n\"Agenda Setting: A Test of Advertising`s Neglected Function ,\" Journal of Advertising Research , 26(1) :23-27\r\nHarmon , R. , N.Razzook and b. Stern(1983)\r\n\"The Information Content of Comparative Magazine Ads\" , Journal of Advertising , 12(4) :10-19.\r\nHarrison. T. (1987)\r\nA Handbook of Advertising Techniques , London: Kogan Page.\r\nHealey , J. , and H. Kassarjian(1983)\r\n\"Advertising Substantiation and Advertiser Response: A Content Analysis of Magazine Ads\" , Journal of Marketing , 47(2) :107-117.\r\nJacoby , J. (1984)\r\n\"Perspectives on Information Overload ,\" Journal of Consumer Research, 10:432-35.\r\nHefzallah , l. and P. Maloney(1979)\r\n\"Are There Only Six Kinds of TV Commercials\" Journal of Advertising Research , 19(1) :57-62\r\nHill , D. (1985)\r\n“Viewer Characteristics and Agenda-Setting by Television News ,\" Public Opinion Quarterly , 49:340-50.\r\nH?gel, R. , W.Degenhardt and H.Weiss (1989)\r\n\"Structural Equation Models: for the Analysis of the Agenda Process\" Eourpean Journal o :f Communication , 4:191-210\r\nIyengar , S. and D. Kinder (1987)\r\nNews That Matters: Television and American Opinion , Chicago , IL: Univ. o :f Chicago Press , pp.48-50\r\nJamieson. K. and K. Campbell (1983)\r\nThe Interplay of Influence: Mass Media and Their Publics in News , Advertising , Politics ,\r\nNew York: Wadsworth\r\nJohonson , A. (1990)\r\n\"Trends in Political Communication: A selection Review of Research in the 1980`s ,\" in Swanson , D. and D. Nimmo(ed.)\r\nNew Directions in Political Communication , Beverly Hills , CA: Sage\r\nKaid , L. (1981)\r\n\"Political Advertising ,\" in Nimmo , D. and S.Keith (ed)\r\nHandbook of Political Communication , Beverly Hills , CA: Sage , pp.263-265\r\nKaid.L. and K.Sanders (1978)\r\n\"Political Television Commercials: An Experimenta1 Study of Type and Length ,\"\r\nCommunication Research, 5:57-70\r\nKlapper. J. (1960)\r\nThe Effects of Mass Communication, New York: the Free Press.\r\nKrugman. H. (1965)\r\n\"The Impact of Television Advertising ,\" Public Opinion Quarterly , 29:349-356\r\nLarsen. o. (1964)\r\n\"Social Effects of Mass Communication ,\" in Fairs. R. (eds.) Handbook of Modern Sociology Chicago.IL: Rand McNally. p.348\r\nMadden. C.. M. Caballero and S. Matsukubo(1986)\r\n\"Analysis of Information Content in US and Japanese Magazine Ads\". Journal of Advertising , 15 (3) : 38 -45.\r\nManhiem , J. and R.Albritton (1988)\r\n\"Changing National Images: International Public Relations and Media Agenda-Setting ,\r\nthe American Political Science Review , 78:641-657\r\nMcClure , R. and T. Patter、son (1974)\r\n\"Television News and Political Advertising. \" Communication Research , 1:3-31\r\nand T. Patterson (1976)\r\n\"Setting the Political Agenda: Print vs. Network News. “ Journal of Cornmunication. 26:23-28\r\nMcCombs. M. (1977)\r\n\"Newspapers vs. Television: Mass Comrnunication Effects Across Time.\" cited in McCombs , M. and D. Shaw (1977)\r\nThe Emergence of Arnerican Political Issues: The Agenda-Setting Function of the Press.\r\nSt. Paul , MN: West.\r\nand D. Shaw (1977)\r\nThe Ernergence of American Political Issues: The Agenda-Setting Function of the Press. St. Paul. MN: West Publishing\r\nMcCombs. M. (1981)\r\n\"The Agenda-Setting Approach\" in D. Nimmo and K. Sander、s (eds) Handbook of Political Communication. Beverly Hills. CA: Sage.pp.121-140\r\nMcCombs. M and D. Weaver (1973)\r\n\"Voters` Need for Orientation and Use of Mass Communication.\" in Sohn. A. . (1978)\r\n\"A Longtitudinal Analysis of Local Non-political Agenda-Setting Effect,” Journalsim Quarterly 55(2) :325-333\r\nMcGuire , W. (1974)\r\n\"Psychological Motives and Communication Gratification ,\" in Blumler , J. and E. Katz (ed) The Use of Mass Commun?cations.\r\nBeverly Hills , CA: Sage. p.179.\r\nMcQuai 1 , D. (1987)\r\nMass Communication: An Introduction. Beverly Hills , CA: Sage. p.254\r\n(1982)\r\nSociology of Mass Communication. (ed) Harmondsworth: Penguin.\r\nMeyers. W. (1984)\r\nThe Image Makers: Power and Persuasion on Madison Avenue. New York: McGraw-Hill\r\nOlson. D. , M. Schlinger and C. Young(1982)\r\n\"How Consumers React to New Product Ads , Journal of Advertising Research , 22(3) :24-30\r\nPaber. R. and M. Storey (1984)\r\n\"Recall of Information from Political Advertising.\" Journal of Advertising , 13 (3) : 39-44\r\nPasadeos. y. , G. Key. S.Hal1 and C.Morvi11o(1987)\r\n\"Information Content of Newspaper Advertisement\" Newspaper Research Journal 1.8(3):1-10.\r\nPearl. D.. L.Bouthi1er and J. Lazar (ed.)\r\nTe1evision and Behavior. Rockvi11e.MD: Institute of Nationa1 Hea1th. pp.191-200\r\nPercy , L . and J. Rossiter (1980)\r\nAdvertising Strategy , New York: Praeger\r\nResnik , A. and B. Stern (1977)\r\n\"Analysis of 1nformation Content in TV Advertising ,\" Journal of Marketing, 41(1):50-53 \r\nRobinson , M. (1976)\r\nPublic Affairs Television and the Growth of Political Malaise: The Case of \"The Selling of the Pentagon , \" American Political Science Review , 70:409-432\r\n- and C. Zukin (1976)\r\n\"Television and the Wallace Vote.” Journal of Communication , 26:79-83\r\nRogers , E. and J. Dearing (1988)\r\n\"Agenda -Setting Research: \\`/here Has It Been , Where Is It Going?\" Cornmunication Yearbook. 11: 561\r\nSa1wen , M. (1988)\r\n\"Effect of Accumulation of Coverage on Issue Salience in Agenda-Setting ,\" Journalism Quarterly. 65(1) :100-106\r\nSandage. C. , F. Vernon and R. Kim (1979)\r\nAdvertising Theory and Practice,\r\nHomewood , IL: Richand D. 1rwin\r\nSettle, R. and L. Golden , (1979)\r\n\"Attribution Theory and Advertisers `Credibility ,\" Journal of Marketing Research , 11:181-185.\r\nShaw , D. and J. Slater (1988)\r\n\"Press Puts Unempolyment on Agenda: Richmond County Opinion. 1981-1984.\r\nJourna1ism Quarterly. 65(2) :307-411\r\nSinclair. J.(1987)\r\nImages Incorporated: Advertising as Industry and Ideology , New York: Croom Helm\r\nStein. A. and L. Friedrich (1971)\r\n\"Television Content and Young Children`s Behavior.\" in Television and Social Behavior ,\r\nWashington. D. C. : Government Printing Office. 2:202-317\r\nStipp. H. , and D. Kerr (1989)\r\n\"Determinants of Public Opinion About AIDS.\" Public Opinion Quarterly. 53:98-106\r\nSutherland , M. (1977)\r\n\"Perceived Popularity and Top-of-Mind Awareness.\" In Sutherland. M. and J. Galloway (1981) \"The Role of Advertising: Persuasion or Agenda Setting?\"\r\nJournal of Advertising Research , 21 (5) : 25-29\r\nTardy. C. .B. Gaughan , M. Hemphill and N. Crokett (1981)\r\n\"Media Agendas and Political Participation.\"\r\nJournalism Quarterly. 58(4) :624-627\r\nUrdang , L. (1986)\r\nThe Dictionary of Advertising Lincolnwood .IL:NTC\r\nWeaver. D. (1987)\r\n\"Media Agenda-Setting and Election: Assumption and Implications ,\" in Paletz. D. (ed) Political Research , p.176\r\nWilliams , R. (1982)\r\nCulture. London: Fontana\r\nWilliams. W., Jr., and D. Larsen (1977)\r\n\"Agenda-Setting in an Off-election Year.\" Journalism Quarterly , 54(3) :744-49.\r\nWilliams , W. , Jr. , and W.Semlak (1978)\r\nCampaign 1976: Agenda-Setting During the New Hampshire Primacy,”Journal of Broadcasting , 22(4) :531-40.\r\nWinter , J. (1981)\r\n\"Contigent Conditions in the Agenda-Setting by Television News ,\r\nPublic Opinion Quarterly , 49:340-350\r\nWright , J. , D. Warner and W. Winter (1982)\r\nAdvertising , 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) https://ah.lib.nccu.edu.tw/item?item_id=103117-
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\r\n一、研究目的\r\n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。\r\n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:\r\n1.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？\r\n2.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。\r\n二、研究方法：\r\n本研究採用內容分析及問卷調查：\r\n1 .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。\r\n2.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。\r\n三、統計方法\r\n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。\r\n四、研究發現：\r\n1.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。\r\n2.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。\r\n3.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。\r\n4.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\r\n謝詞 I\r\n論文提要 III\r\n目錄 V\r\n圖表目錄 VII\r\n第一章 緒論 1\r\n第一節 動機與目的 1\r\n第二節 議題設定理論概述 9\r\n第三節 問題陳述 17\r\n第一章 註釋 24\r\n第二章 文獻探討 33\r\n第一節 非選舉性議題的大眾媒介議題設定效果 33\r\n第二節 電視使用情形與議題設定之關聯 37\r\n第三節 產品使用、個人特質和議題設定之關聯 45\r\n第四節 研究架構 49\r\n第二章 註釋 51\r\n第三章 研究方法 59\r\n第一節 內容分析法 59\r\n第二節 問卷調查 69\r\n第三節 統計方法 79\r\n第三章 註釋 83\r\n第四章 資料分析 87\r\n第一節 內容分析基本資料 87\r\n第二節 基本資料 91\r\n第三節 電視議題與個人議題 105\r\n第五章 結論 125\r\n第一節 重要研究發現 125\r\n第二節 討論 129\r\n第三節 研究限制與建議 137\r\n第五章 註釋 141\r\n參考書目 143\r\n附錄一 編碼表 155\r\n附錄二 電視廣告效果研究問卷 157zh_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
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