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題名 台灣廣告使用外國符碼之初探研究
A Study of Foreign Symbols Used in Taiwanese Advertisings
作者 陳招束
Chen, Chao-Su
貢獻者 祝鳳岡<br>郭貞
陳招束
Chen, Chao-Su
關鍵詞 外國符碼
外國語言
模特兒
外國場景
產品類型
產品來源國
廣告西化
日期 2000
上傳時間 18-Apr-2016 16:21:12 (UTC+8)
參考文獻 中文部份
     1. 徐光達（民78），〈 十年來的廣告代理業 〉，《廣告十年》：1978-1987，台北：時報文化出版公司
     2. 賴東明（民78），〈 十年來的廣告與經濟 〉，《廣告十年》：1978-1987，台北：時報文化出版公司
     3. 鄭光雄（民78），〈 廣告必須配合消費者（上） 〉，《實業家》，第63期，6月，P86-89
     4. 鄭光雄（民78），〈 廣告必須配合消費者（下） 〉，《實業家》，第64期，7月，P102-104
     5. 林建勝（民82）文化的反映--分析台灣與美國的電視廣告訴求，國立交通大學管理科學研究所碩士論文
     6. 周書玄（民83），不同文化背景非語言行為之趨勢分析，國立交通大學管理科學研究所碩士論文
     7. 陳銘慧（民80），中美兩國印刷廣告訴求之比較研究，國立政治大學國際貿易研究所碩士論文
     8. 黃建洲（民83），台灣與美國企業廣告內容比較分析，國立交通大學管理科學研究所碩士論文
     9. 鄭淑雲（民86），台灣與美國雜誌廣告中文化價值呈現之比較分析，世新傳播研究所碩士論文
     10. 吳志成（民87），產品類型與網路廣告初探性研究---FCB模式之應用，私立元智大學電機與資訊研究所碩士論文
     11. 許景郎（民75），廣告模特兒與品牌名字對產品廣告的影響—以咖啡產品為例，國立交通大學管理科學研究所碩士論文
     12. 韓承諭 ( 民85 ) ，中英文品牌名稱對消費者產品評估影響之研究—以進口礦泉水為例 ，私立元智工學院管理研究所碩士論文
     13. 林俊謀（民87）結合數字與中英文品牌名稱對產品與品牌態度影響效果之研究，私立淡江大學國際貿易學系碩士論文
     14. 劉倉賓（民87），產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，國立交通大學管理科學研究所碩士論文
     15. 王石番 （民78），傳播內容分析法—理論與實證，幼獅文化，台北
     16. 吳竺霖 (民88)，國內綠色廣告訊息表現之研究，政治大學廣告學研究所碩士論文
     17. 動腦編輯部，《動腦雜誌》，1989-1998。
     18. 動腦編輯部（民87），〈台灣地區97雜誌媒體廣告營收〉，《動腦雜誌》，6月號，頁66
     英文部份
     1. Belch,George E,and Michael A. Belch( 1995), Introduction to Advertising and Promtion : An Integrated Marketing Communications Perspectives , Homewood, IL., Irwin,1993
     2. Belk,R.W . and Richard . W. Pollay (1985), " Materialism and Status Appeals in Japanese and U.S Print Advertising " International Marketing Review 2 (Winter),P38-47
     3. Bilkey, W.J and Nes , E.(1988), “Country-of –Origin Effects on Product Evaluations “ , Journal pf International Studies ,No13,p89-99
     4. Berman, R. (1981),《Advertising and Social change》, London: Sage.
     5. Brook, J.(1987) , “ Of ads and elders : ‘ Selling to Nigerians ‘ “ , The New York Times, 20 April 1987 ,p10
     6. Burton, Jack. " Buy any Other Name? Not in Japan . " Advertising Age, Feb 7, 1983
     7. Cutler Bob D., Rajshekhar G. Javalgi and D.Steven White (1995), "The Westernization of Asian Print Advertising ", Journal of International Consumer Marketing , Vo7.(4)),p23-37
     8. Fairfid M. Caudle (1994) , “ National Boundaries in Magazine Advertising : Perspectives on Verbal and Nonverbal Communication “《Global And Multinational Advertising 》, P117-140.
     9. Field, George(1980) " Advertising Strategy in Japan " Dentsu Japan Marketing Advertising 17, p52-56
     10. Fiske.J(1990),Introduction to Communication Studies :Routledge: New York
     11. Frith, K.T and Frith M., “ Western Advertising and Eastern Culture : the confrontation in Southeast Asia “ ,Journal of Current Issues and Research in Advertising ,pp 63-73
     12. Han,C.M and Terpstra V (1988), “ Country-of –Origin Effects for Uninational and Bi-national Products”, Journal of International Buniness Studies, No.14,p235-55.
     13. Han C.M.( 1988), “ The Role of Consumer Partriatism in the Choice of Domestic verse Foreign Products “, Journal of Advertising Research, Vo28,No.3,p25-32
     14. Haarmann, Harald (1986) , " Verbal Strategies in Japanese Fashion Magazines---A Study in Impersonal Billngualsin and Ethnosymbolism " International Journal of the Sociology of Language,58, p 107-121
     15. Hofstede,Geert (1983), " National Cultural in Four dimensions : a Research -based theory if Cultural difference Among Nations " Introduction Studied of Man & Organization, Vo.XIII, No.1-2, p 46-74
     16. Hong , J.W, Aydin Muderrisoglu and George M.Zinkhan (1987), " Cultural Difference and Advertising Expression: A comparative Content Analysis of Japanese and U.S. Magasine Advertising ," Journal of Advertising , Vo.16(1), p55-62
     17. Jacobson, R.(1982), “ The Social Imp;ications of Intra-sentential Code switching . In Spanish in the United States: Socialinguistic Aspects, ed.by J. Amastae and L. Eloas-Olivares. Cambrdge, England : Cambridge University Press.
     18. Kernan Jerome B. , Domzal T and James M Hunt (1995), “ Achtung ! The Information Processing of Foreign words in Advertising “ , International Journal of Advertising , vo14,P95-114
     19. Kanso , A.(1992) " International Advertising strategies : Global communication to Local Vision " , Journal of Advertising ,32 (1), P10-14
     20. Kassarjian, H.H (1969) , “ The Nergo and American advertising ,1946-1965“,Journal of Marketing Research , Vo.6,p29-39
     21. Kaynak,E.and Cavusgil ,S.T, “ Consumer Attitudes towards Products of Foreign Origin: Do They Vary across Products Classes? “, International Journal of Advertising , Vo2,1983,p147-57
     22. Kitahara, Michio.(1983)" Popular Culture in Japan : A Psychoanlytic Interpretation " Journal of Popular Culture , 17, 1, p104-110
     23. LaTour, M.S(1990)., “ Female nudity in print Advertising : an Analysis of gender differences in arousal and as response “, Psychology of Marketing, Vo 7, No.1, ,p 65-81
     24. Leborn, Carlos Juan (1997), " Study of The Persuasive Effects of Englsih Versus Spanish Language Printed Communication on Hispanic - American s " , Folorisa Atlantic University , PHD dissertation .
     25. Lee, Soobum(1997)," Colonizing Consumer Culture : A Semiotic Analysisi of the Korean Advertising " , the university of Oklahoma , PHD dissetation.
     26. Mueller , B. (1987)," Refections of Culture : An Analysis of Japanese and American Advertising Appeals " Journal of Advertising Research , (June-July ),p51-59
     27. Mueller , B. (1992), " Standarzation vs. Specialization : An Examination of Westernization in Japanese Advertising " Journal of Advertising Research , Vo.32(1), p 15-24
     28. Mueller B. (1996) ,《International Advertising》, California , Wadsworth Publishing Company .
     29. Ngashima,A. (1970) "A Comparsion of Japanese and US Attitudes toward Foreign Products”, " Journal of Marketing , Vo.34 (1), p68-74
     30. Ngashima,A. (1977) "A Comparative “Made in “ Products Images Survey among Japanese Buninessmen", Journal of Marketing , Vo41(7), p95-100
     31. Neelankavil Jame P., Venkatapparao Mummalaneni and David N. Sessions (1995), " Use of Foreign Language and models in Print Advertising in East Asian countries : A Logit Modelling Approach " , European Journal of Marketing , 29,4.P24-38
     32. Oliver, R.E. (1969),《Advertising》, Toronto : McGraw-Hill
     33. Okechuku Chike (1994), “ The Importance of Product Country of Origin : A conjoint Analysis of the United States , Canada , Germany and The Netherlands“, European Journal of Marketing , Vo 28, No4 , p5-19
     34. Perterson , R. A and Kerin , R .A.(1977) , “ The Female Role in Advertisment :some experimental evidence “, Journal of marketing , Vo.17, p59-63
     35. Pollay , R. W(1983)," Measuring the Cultural Values Manifest in Advertising " , The Current Isssues and Research in Advertising ,Vo.1,P71-92
     36. Pollay , R. W and Gallgher , K.(1990 )," Advertising and Cultural Values: Reflection In the Distorted Mirror " International Journal of Advertising , Vo. 9 ( 2), P359-372
     37. Rosenberg, Larry, (1986) "Deciphering the Japanese Cultural Code ",
     38. International Marketing Review 3,39, p47-57
     39. Rotzoll, k.B.(1953), Haefner, J.E. and C.H. Sandage (1990), 《Advertisng in Contempory Society 》, Chicago , IL.: South -Western Publishing Co.
     40. Ray Nina M., Mary Ellen Ryder and Stanley V. Scott (1991), " Toward an Understanding of Use of Foreign words in Prints Advertising ", Journal of International Consumer Marketing , Vo.3(4),p69-97Saussuure , Ferdinand de (1996), 《Course in nGeneral Lingustics 》 , McGraw
     41. Shibata, Siji, (1983) " Japan`s Bilingualism and Social Issues " Journal of Popular Culture ,Vo.17(1) ,p111-119
     42. Shimaguchi, Mitsuaki, and Larry J.Rosemberg (1979), " Japanese Distribution Channels; Invisible barriers to Market Entry " Business Topics , Vo.27, p49-62
     43. Schneider, Kenneth C. and Sharon Barich Schneider (1979), " Trends in Sex Roles in Television Commercials " Journal of Marketing , 43(Summer), p79-84
     44. Schmitt Bernd H. , Yiga g Pan and Nader T. Tavassoli,(1994),"Language and Consumer Memory : the Impact of Lingustic Differences between Chinese and English", Journal of consumer marketing ,,Vo.21, p419-431
     45. Koslow Scott, Prem N. Shamdasani, Ellen E. Touchstone (1994), Exploring Language Effects Ethnic Advertising : A Sociolinguistic Perspective ", Journal of consumer marketing , Vo.20,p575-585
     46. Sherry,John F. Jr. and Eduardo G.Camargo(1987) , "May Your Life Be Marvelous :English Language Labelling and the Semiotics of Japanese Promotion ", Journal of consumer marketing ,Vo.14,p174-187
     47. Teresa J. Domzal, James M. Hunt and Jerome B. Kernan (1995), " Achtung ! The Information Processing of Foreign Words in Advertising ", Internatinal Journal of Advertising , 14, p95-114
     48. Tsao , C.(1993)," Cutrual Values of Advertising in Taiwan : A Content Analysis of Time Perspectives, Communication Appeals, and Western Orientation ", Paper presented at Conference on Chinese Communication Research and Development at National Chenxhi University , Taiwan.
     49. Tse, D. K., Belk ,R.W.and Zhou, Nan(1989), " Becoming A Consumer Society : A Longitudinal and Cross-cultural Content Analysis of Print Ads From Hong Kong , the People`s Republic of China , and Taiwan" , Journal of Consumer Research , Vo.15, p 457-472
     50. Wang, Yun-Ying , Jaw, J. J., Pinkleton , Bruce E, Morton and Cathy, (1997),"Toward the Understanding of Advertising Appeals in Taiwanese Magnize ads and Its Implications", Competitiveness Review, vo.17,1,p46-61
     51. Yoshino, M.Y., 《Marketing in Japan : A Management Guide 》, New York : Praeger, 1975.
描述 碩士
國立政治大學
廣告學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001731
資料類型 thesis
dc.contributor.advisor 祝鳳岡<br>郭貞zh_TW
dc.contributor.author (Authors) 陳招束zh_TW
dc.contributor.author (Authors) Chen, Chao-Suen_US
dc.creator (作者) 陳招束zh_TW
dc.creator (作者) Chen, Chao-Suen_US
dc.date (日期) 2000en_US
dc.date.accessioned 18-Apr-2016 16:21:12 (UTC+8)-
dc.date.available 18-Apr-2016 16:21:12 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:21:12 (UTC+8)-
dc.identifier (Other Identifiers) A2002001731en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85216-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告學系zh_TW
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     目錄
     圖表目錄
     第一章 導論
     第一節 研究背景與動機
     第二節 研究目的
     第三節 研究概念
     第四節 研究流程
     第二章 相關文獻探討
     第一節 相關的廣告近代化（以西化傾向WESTERNIZATION ORIENTATION 為主）之研究
     第二節 廣告中使用「外國符碼」之相關研究
     一、 廣告中使用「外國語言」之研究
     二、 廣告中使用「外國模特兒」之研究
     三、 廣告中使用「外國場景」之相關研究
     第三節 廣告中外國符碼與時代、產品類型、產品來源國、目標對象之關係
     一、 時代 （TIME）
     二、 目標市場（TARGET MARKET）
     三、 產品類型（PRODUCT TYPE）
     四、 產品來源國（COUNTRY OF ORIGIN）
     第四節 廣告訴求
     第五節 符號學
     第六節 研究假設
     第三章 研究方法
     第一節 內容分析法
     一、 樣本選取
     二、 抽樣方式與統計方法
     三、 建立類目與定義
     四、 信度檢驗
     第二節 深度訪談法
     第四章 資料分析
     第一節 描述性分析
     一、 基本分析
     二、 外國語言
     三、 外國模特兒
     四、 外國場景
     第二節 交叉分析
     一、 整體性分析
     二、 外國語言與外國符碼
     三、 產品種類與外國符碼
     四、 目標市場與外國符碼
     五、 產品來源國與外國符碼
     第三節 假設檢定
     第五章 深度訪談
     第六章 結論與建議
     第一節 研究結果摘要
     一、 外國符碼廣告整體面
     二、 各變數與外國符碼廣告之關係
     第二節 研究結果比較
     第三節 結論
     第四節 研究建議與限制
     一、 學術上的建議
     二、 實務上的建議
     三、 研究限制
     參考書目
     附錄		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001731en_US
dc.subject (關鍵詞) 外國符碼zh_TW
dc.subject (關鍵詞) 外國語言zh_TW
dc.subject (關鍵詞) 模特兒zh_TW
dc.subject (關鍵詞) 外國場景zh_TW
dc.subject (關鍵詞) 產品類型zh_TW
dc.subject (關鍵詞) 產品來源國zh_TW
dc.subject (關鍵詞) 廣告西化zh_TW
dc.title (題名) 台灣廣告使用外國符碼之初探研究zh_TW
dc.title (題名) A Study of Foreign Symbols Used in Taiwanese Advertisingsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
     1. 徐光達（民78），〈 十年來的廣告代理業 〉，《廣告十年》：1978-1987，台北：時報文化出版公司
     2. 賴東明（民78），〈 十年來的廣告與經濟 〉，《廣告十年》：1978-1987，台北：時報文化出版公司
     3. 鄭光雄（民78），〈 廣告必須配合消費者（上） 〉，《實業家》，第63期，6月，P86-89
     4. 鄭光雄（民78），〈 廣告必須配合消費者（下） 〉，《實業家》，第64期，7月，P102-104
     5. 林建勝（民82）文化的反映--分析台灣與美國的電視廣告訴求，國立交通大學管理科學研究所碩士論文
     6. 周書玄（民83），不同文化背景非語言行為之趨勢分析，國立交通大學管理科學研究所碩士論文
     7. 陳銘慧（民80），中美兩國印刷廣告訴求之比較研究，國立政治大學國際貿易研究所碩士論文
     8. 黃建洲（民83），台灣與美國企業廣告內容比較分析，國立交通大學管理科學研究所碩士論文
     9. 鄭淑雲（民86），台灣與美國雜誌廣告中文化價值呈現之比較分析，世新傳播研究所碩士論文
     10. 吳志成（民87），產品類型與網路廣告初探性研究---FCB模式之應用，私立元智大學電機與資訊研究所碩士論文
     11. 許景郎（民75），廣告模特兒與品牌名字對產品廣告的影響—以咖啡產品為例，國立交通大學管理科學研究所碩士論文
     12. 韓承諭 ( 民85 ) ，中英文品牌名稱對消費者產品評估影響之研究—以進口礦泉水為例 ，私立元智工學院管理研究所碩士論文
     13. 林俊謀（民87）結合數字與中英文品牌名稱對產品與品牌態度影響效果之研究，私立淡江大學國際貿易學系碩士論文
     14. 劉倉賓（民87），產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，國立交通大學管理科學研究所碩士論文
     15. 王石番 （民78），傳播內容分析法—理論與實證，幼獅文化，台北
     16. 吳竺霖 (民88)，國內綠色廣告訊息表現之研究，政治大學廣告學研究所碩士論文
     17. 動腦編輯部，《動腦雜誌》，1989-1998。
     18. 動腦編輯部（民87），〈台灣地區97雜誌媒體廣告營收〉，《動腦雜誌》，6月號，頁66
     英文部份
     1. Belch,George E,and Michael A. Belch( 1995), Introduction to Advertising and Promtion : An Integrated Marketing Communications Perspectives , Homewood, IL., Irwin,1993
     2. Belk,R.W . and Richard . W. Pollay (1985), " Materialism and Status Appeals in Japanese and U.S Print Advertising " International Marketing Review 2 (Winter),P38-47
     3. Bilkey, W.J and Nes , E.(1988), “Country-of –Origin Effects on Product Evaluations “ , Journal pf International Studies ,No13,p89-99
     4. Berman, R. (1981),《Advertising and Social change》, London: Sage.
     5. Brook, J.(1987) , “ Of ads and elders : ‘ Selling to Nigerians ‘ “ , The New York Times, 20 April 1987 ,p10
     6. Burton, Jack. " Buy any Other Name? Not in Japan . " Advertising Age, Feb 7, 1983
     7. Cutler Bob D., Rajshekhar G. Javalgi and D.Steven White (1995), "The Westernization of Asian Print Advertising ", Journal of International Consumer Marketing , Vo7.(4)),p23-37
     8. Fairfid M. Caudle (1994) , “ National Boundaries in Magazine Advertising : Perspectives on Verbal and Nonverbal Communication “《Global And Multinational Advertising 》, P117-140.
     9. Field, George(1980) " Advertising Strategy in Japan " Dentsu Japan Marketing Advertising 17, p52-56
     10. Fiske.J(1990),Introduction to Communication Studies :Routledge: New York
     11. Frith, K.T and Frith M., “ Western Advertising and Eastern Culture : the confrontation in Southeast Asia “ ,Journal of Current Issues and Research in Advertising ,pp 63-73
     12. Han,C.M and Terpstra V (1988), “ Country-of –Origin Effects for Uninational and Bi-national Products”, Journal of International Buniness Studies, No.14,p235-55.
     13. Han C.M.( 1988), “ The Role of Consumer Partriatism in the Choice of Domestic verse Foreign Products “, Journal of Advertising Research, Vo28,No.3,p25-32
     14. Haarmann, Harald (1986) , " Verbal Strategies in Japanese Fashion Magazines---A Study in Impersonal Billngualsin and Ethnosymbolism " International Journal of the Sociology of Language,58, p 107-121
     15. Hofstede,Geert (1983), " National Cultural in Four dimensions : a Research -based theory if Cultural difference Among Nations " Introduction Studied of Man & Organization, Vo.XIII, No.1-2, p 46-74
     16. Hong , J.W, Aydin Muderrisoglu and George M.Zinkhan (1987), " Cultural Difference and Advertising Expression: A comparative Content Analysis of Japanese and U.S. Magasine Advertising ," Journal of Advertising , Vo.16(1), p55-62
     17. Jacobson, R.(1982), “ The Social Imp;ications of Intra-sentential Code switching . In Spanish in the United States: Socialinguistic Aspects, ed.by J. Amastae and L. Eloas-Olivares. Cambrdge, England : Cambridge University Press.
     18. Kernan Jerome B. , Domzal T and James M Hunt (1995), “ Achtung ! The Information Processing of Foreign words in Advertising “ , International Journal of Advertising , vo14,P95-114
     19. Kanso , A.(1992) " International Advertising strategies : Global communication to Local Vision " , Journal of Advertising ,32 (1), P10-14
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     21. Kaynak,E.and Cavusgil ,S.T, “ Consumer Attitudes towards Products of Foreign Origin: Do They Vary across Products Classes? “, International Journal of Advertising , Vo2,1983,p147-57
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