臺灣地區廣告從業人員專業性之初探－－以臺北市綜合廣告代理業為例

A Study on the Professional Qualities of Advertising Agency Personnel in Taiwan - An Instance of Full-Service Advertising Agencies in Taipei

本研究基於一「自省」（introspective）的研究角度，針對廣告專業性主題，從專業性（professionalism）概念角度切入，並結合廣告專業特性加以研究。採政之研究之方法為問卷調查，以台北市廣告從業人員為母體，分層抽取二百九十二人為研究樣本，結果回收一百九十一份有效問卷。在研究結果方面發現廣告從業人員專業態度的四項特質，包括「工作重要性」、「穩定性」、「群已性」和「發揮性」。專業共識方面則發現「知識訓練」與「組織認可」兩項因素。對於專業程度之分析則指出受訪者在四種專業型態中，傾向集中於高專業高非專業，以及低專業低非專業兩種型態。

This study is based on an intropective research prospective, aims at the topic of advertising professionalism from the concept of professionalism, and combines the advertising professional qualities to research. The research method of this study is questionnaire investigation. It took the full-service advertising agency personned in Taipei to be the population, sampled stratifiedly 292 personnel to be the research samples and received 191 effective questionnaires back. The result of this study found four characters of the pro-fessional attitude of advertising agency personnel including 'the importance of work', 'the stability of work', 'the staff relation of work' and 'the elaboration of work'. There are found two factors including 'knowledge & training' and 'organization recognized' about professional qualification. Analyzing the degree of professionalization, the answerers tend to center on 'high pro & high non-pro' and 'low pro & low non-pro' in the four professional types.