![中國廣告學刊 中國廣告學刊](../File/DC/Journal/785.jpg) |
本站僅提供期刊文獻檢索。 【月旦知識庫】是否收錄該篇全文,敬請【登入】查詢為準。
最新【購點活動】
|
篇名 |
形象廣告溝通效果之重要影響因素:以2015與2016年國軍形象廣告為例
|
並列篇名 |
The Study of Determinants on Advertising Effect of 2015-2016's Image Advertisements of ROC Armed Forces |
作者 |
凃怡姿、謝奇明、謝奇任 |
中文摘要 |
為瞭解新世代對國軍形象廣告的看法,本研究以廣告溝通效果理論作為基礎,探討高職學生對形象廣告與國軍的態度。研究採用問卷調查法,以高職學生共629人為受試者,使用獨立樣本t檢定(Independent Sample t-test)、單因子變異數(One-Way ANOVA)探討人口變項間的差異性,並運用結構方程模式(SEM)瞭解本研究各構面間的關聯性及中介效果。研究發現,受試者對國軍形象廣告中軍人形象的認知程度越高時,其涉入程度及情緒反應也會愈高;受試者對於廣告的涉入程度愈高及情緒反應愈正向時,也會產生較好的廣告態度,同時證實涉入程度與情緒反應在軍人形象與廣告態度間的中介效果。在廣告溝通效果理論中顯示,消費者的廣告態度是影響其對於品牌態度的重要因素之一,而本研究也驗證了受試者對於國軍形象廣告有較好的廣告態度時,會對國軍品牌態度產生正向的影響。
To understand how vocational high school students in Taiwan perceive the image advertisements of ROC Armed Forces, this study employs the advertising communication effect theory to explore students' attitude towards the advertisements and Armed Forces. A survey was conducted in six vocational high schools (N = 629). Data analyses use Independent Sample t test, One-Way ANOVA, and SEM. The result shows a positive association between the degree of consent in the advertisement image and involvement. The degree of consent of advertisement image also has a positive association with emotional appeal. Moreover, the study finds that the higher of involvement, the more positive of emotional appeal towards the advertisement image. In other words, “involvement” and “emotional appeal” have the mediating effect on the degree of consent of advertisement image and the attitude towards Armed Forces. The better of students' advertising attitude, the better of their attitude towards Armed Forces. |
英文摘要 |
To understand how vocational high school students in Taiwan perceive the image advertisements of ROC Armed Forces, this study employs the advertising communication effect theory to explore students' attitude towards the advertisements and Armed Forces. A survey was conducted in six vocational high schools (N = 629). Data analyses use Independent Sample t test, One-Way ANOVA, and SEM. The result shows a positive association between the degree of consent in the advertisement image and involvement. The degree of consent of advertisement image also has a positive association with emotional appeal. Moreover, the study finds that the higher of involvement, the more positive of emotional appeal towards the advertisement image. In other words, “involvement” and “emotional appeal” have the mediating effect on the degree of consent of advertisement image and the attitude towards Armed Forces. The better of students' advertising attitude, the better of their attitude towards Armed Forces. |
起訖頁 |
38-69 |
關鍵詞 |
國軍人才招募、形象廣告、涉人程度、情緒反應、廣告溝通效果、Military Recruitment、Image Advertisement、Involvement、Emotional Appeal、Advertising Effect |
刊名 |
中國廣告學刊 |
期數 |
201803 (23期) |
出版單位 |
中國文化大學廣告學系
|
該期刊-上一篇 |
以藝術家的創意與品牌經營的策略,最佳深度參與廣告的廣告主:和泰興業股份有限公司董事長蘇一仲先生 |
該期刊-下一篇 |
市場化媒體新聞專業主義表現之研究──以中國大陸南方報業傳媒集團為例 |
|