- 期刊
- OpenAccess
比較美國、澳大利亞、新加坡和台灣的電視廣告在兒童發展理論應用上的差異
The Similarities and Differences of Children's Television Commercials in Applying Child Development in the Usa, Australia, Singapore, and Taiwan
摘要
本研究採用內容分析法，研究這四個不同的國家－美國、澳大利亞、新加坡和台灣，在兒童的電視廣告中，關於兒童的行為、認知、表達、性別觀念和語言使用之差異，分別對相似性和差異性進行分析與討論。研究結果發現，美國的兒童電視廣告比起其他三個國家，表現出更大程度的與同伴或成人的合作關係、個人的自主與在外的獨立性和不受監督的同伴時間。在廣告樣本中，具體描述比抽象描述更常被使用，新加坡的電視廣告比其他三個國家更常使用具體的描述方式，然而抽象描述比較常見於台灣的兒童電視廣告中。這四個國家中的男性配音頻率皆多於女性配音，而且兒童在電視廣告樣本中接觸到成人的機會比接觸到兒童或卡通人物角色還更頻繁，顯示兒童較遵循成人的意見且認為男性比女性更有說服力。廣告內容取信於使用者的可信度遠遠超過權威性，不論男女性別的產品廣告比專門針對男性或女性的廣告更為頻繁，並發現男孩和女孩的主動積極表達遠遠超過負面情緒與以往研究不同，在語言使用方面，這四個國家的大多數兒童廣告樣本中皆不使用俚語，並且超過65%的兒童廣告只有簡單的句子，符合當前兒童語言發展理論。
並列摘要
This study employed content analysis to examine children's behaviour, cognitive, expression, gender concept, and language usage in children's television advertising in four different countries-USA, Australia, Singapore, and Taiwan. The similarities and differences are analysed and discussed .The results indicated that American children's advertisements displayed a greater degree of cooperation with peers and adults, individual autonomy, independence outside the home, and unsupervised time with peers than did advertisements from other countries. Concrete descriptions are more frequent than abstract descriptions in the sample of advertising. Singapore's children TV advertising applies more concrete description than that from the other three countries, while abstract description as most prevalent in Taiwan. In children's advertising in these four countries exposure to male voiceover is much more frequent than exposure to female voiceover and adult exposure in children's advertising in the four sample countries is more frequent than that of children or cartoon characters. It indicated that children followed adults' opinion easier and thought male voiceovers are more persuasive than female voiceovers. The user to be the credibility in children's advertising is much more than authority in these four countries. Neuter and both for male and female gender type product advertising is much more frequent than advertising directed exclusively at males or females. Both boys and girls express activity and aggression much more than licensed withdrawal differs from former researches. In language usage, most children's advertisements in the four sample countries did not use slang, and over 65% of children's advertisements used only simple sentence that fits current theories regarding child language development.