中、美地區電視廣告情報特性之比較分析

Abstract

Chapter 1 Introduction 1.1 Background and Motive 1.2 Objective and Scope of Research 1.3 Approach Adopted in This Research 1.4 Thesis Organization Chapter 2 Literature Review 2.1 Argumentation of "Informative versus Persuasive" 2.2 Informative Functions of Advertising 2.3 Related Research Approaches 2.4 The Defects Of Consumer Based Measures 2.5 Two Premises Before Implementing This Study Chapter 3 Content Analysis and Methodology 3.1 Defifition of Content Analysis 3.1.1 Objectivity 3.1.2 Systematization 3.1.3 Sampling Method 3.1.4 Reliability 3.1.5 Validity 3.2 Limitations Of Content Analysis 3.3 Research Method 3.3.1 Evaluative Criteria 3.3.2 Sampling Method Chapter 4 Results and Discussion 4.1 Proportion of Informative Advertisements in Samples with Z- tests 4.2 Chi-square Tests of Independence 4.2.1 Informativeness Versus Weekday/Weekend 4.2.2 Informativeness Versus Time-Spans 4.2.3 Informativeness Versus Product Categories 4.3 Mean Number of Cues in Samples with T-tests 4.4 Differences in Cue Usage Between R.O.C. and U.S.A. Samples 4.5 Logistic Regression Procedure Chapter 5 Conclusion, Discussion and Future Work 5.1 Conclusion 5.1 Discussion 5.1 Limitation 5.1 Further Development of This Study