| dc.creator (作者) | 林建煌;黃子嫚 | zh_TW |
| dc.date (日期) | 1998-01 | |
| dc.date.accessioned | 10-Nov-2016 15:04:25 (UTC+8) | - |
| dc.date.available | 10-Nov-2016 15:04:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 10-Nov-2016 15:04:25 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103748 | - |
| dc.description.abstract (摘要) | 本研究乃針對現今黃金時段電視廣告作分析，欲瞭解音樂在廣告中所扮演的角色，研究方法是採用內容分析的方式，探討廣告中音樂與若干廣告特性，包含：廣告訴求、廣告型式、廣告中角色關係、情感類型及表現方式、和廣告故事氣氛的關係；以及音樂與產品使用者、產品類型的關係。本研究發現：廣告中音樂之使用，與上述廣告特性及產品屬性有相關存在。 | |
| dc.description.abstract (摘要) | This study want to investigate the role of music in TV advertising through the content analysis of TV commercials. We examined two kinds of relationship: the relationship between Ad music and Ad characteristies; and the relationship among Ad music, customers, and product characteristies. A significant relationship was found among music, Ad characteristies, and product characteristies. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 廣告學研究, 10, 51-68 | |
| dc.subject (關鍵詞) | 電視廣告音樂 ; 廣告特性 ; 產品屬性 | |
| dc.title (題名) | 電視廣告音樂、廣告特性與產品屬性之相關研究 | zh_TW |
| dc.title.alternative (其他題名) | On the Relationship Among Ad Music, Ad Characteristics, and Product Characteristics | |
| dc.type (資料類型) | article | |
