| dc.creator (作者) | 蕭湘文;蔡蓉蓉 | zh_TW |
| dc.date (日期) | 2009-07 | |
| dc.date.accessioned | 14-Dec-2016 14:19:58 (UTC+8) | - |
| dc.date.available | 14-Dec-2016 14:19:58 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Dec-2016 14:19:58 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/104872 | - |
| dc.description.abstract (摘要) | 本研究主要想了解在快速成長的兒童廣告中，家長陪看電視習慣與態度對學齡前幼兒的廣告認知力有何影響。經由便利抽樣，選取台北市文山區十一所公私立幼稚園，並於2008年4月間以問卷調查了二百一十九位的家長及其幼童。本研究主要發現有三：（一）幼童年齡對廣告認知力有顯著影響；性別或觀看電視量與廣告認知力則無明顯關係。（二）在廣告認知力三項指標當中，雙親介入方式只對幼童廣告目的辨別力有顯著影響。（三）雙親介入的三種方式對幼童廣告認知力的影響程度上並無太大差別。 | |
| dc.description.abstract (摘要) | This study aimed at examining the impact of parental mediation on preschool children`s cognitive capabilities in processing TV commercials. By non-random sampling, 219 students with their parents from 11 kindergartens in Taipei City were surveyed in April, 2008. The results showed that: (1) Children with different ages had demonstrated different capabilities in processing TV commercials. However, children`s sex and the amount of TV viewing were not significantly correlated with children`s cognitive capabilities. (2) The extent of parental mediation was positively and significantly correlated with children`s capabilities in recognizing commercial intentions. (3) Three types of parental mediation showed similar patterns of impact on children`s cognitive capabilities. | |
| dc.format.extent | 435148 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 32, 1-25 | |
| dc.subject (關鍵詞) | 雙親介入方式 ; 學齡前幼兒 ; 廣告認知力 | |
| dc.subject (關鍵詞) | Commercial cognition ; Parental mediation ; Pre-school children | |
| dc.title (題名) | 雙親介入方式對學齡前幼兒廣告認知力之影響 | zh_TW |
| dc.title.alternative (其他題名) | The Impact of Parental Mediation on Pre-school Children`s Cognitive Capability in Processing TV Commercials | |
| dc.type (資料類型) | article | |
