Title

國內外地區財經類廣告訴求與權力距離之探討

Translated Titles

The Study of Advertising Appeals and Power Distance in Domestic and Foreign Financial Advertisements

Authors

李世麒

Key Words

圖文互動 ; 廣告訴求 ; 權力距離 ; Picture Headline Interaction ; Advertising Appeals ; Power Distance

PublicationName

中原大學企業管理研究所學位論文

Volume or Term/Year and Month of Publication

2014年

Academic Degree Category

碩士

Advisor

林瓊菱

Content Language

繁體中文

Chinese Abstract

生活當中,廣告是重要的傳播媒介之一,環顧生活的周遭,時時刻刻似乎充斥著廣告訊息,廣告處處可見,小至傳單報紙廣告,大至巨型看板或電視廣告,廣告可以說是無所不在,伴隨者我們的生活。每當翻閱國內外地區雜誌平面廣告時,似乎可以感受到兩者之間所呈現之廣告內容與文化價值有所差異,本研究主要是以國內外地區財經企管類雜誌平面廣告作為分析樣本,使用內容分析法,探討國內外地區雜誌平面廣告對於「廣告目的」、「廣告訴求」、「圖文互動」、「權力距離」之呈現差異。 本研究使用內容分析法,以200份雜誌平面廣告作為分析樣本,進行次數分析與卡方百分比同質性檢定,主要目的是要了解各變項使用之頻率與檢測兩種樣本對於同一個變項之呈現結果是否具有差異。本研究結果顯示大部分研究假設為成立,結果顯示國內外地區雜誌平面廣告對於「廣告目的」、「廣告訴求」、「圖文互動」、「權力距離」之呈現具有顯著的差異,國內地區雜誌平面廣告以「告知性」目的、「圖文重複」互動、「高權力距離」為居多;而國外地區雜誌平面廣告則是以「提醒性」目的、「圖文呼應」互動、「低權力距離」為居多,由此可知兩者在表現的手法上有很大之差異。 相對於國外地區雜誌平面廣告,國內地區雜誌平面廣告給予觀看者較少的想像空間,國內雜誌平面廣告若能於有形的方式增加一些「提醒性」之目的、「感性」之訴求來觸發觀看者的情緒與感受,透過呈現「圖文呼應」之圖文互動使得觀看者有更多發想的可能性,並且於無形的方面導入「低權力距離」之概念,如此一來應該能夠更加活化國內地區雜誌平面廣告之呈現手法,使得觀看者有更多不一樣的體認與感受。

English Abstract

Advertising is one of the important media in our life. Advertising messages are around us. Advertising is everywhere; there are flyers, newspaper ads, billboards, TV ads. Advertising with us live. It seems that you can feel the differences in advertising content and cultural values between domestic and foreign magazine advertisements. The purpose of this study is to identify the application of advertising practices in domestic and foreign financial advertisements. The samples are collected from financial management magazines. The content analysis is adopted to figure out the advertising purposes, advertising appeals, picture headline interaction, and power distance in domestic and foreign financial advertisements. The 200 copies of print advertisements are collected as samples and verified by frequency and chi-square. The outcome indicates that magazine advertisements possess different advertising purposes, advertising appeals, picture headline interaction, and power distance in domestic and foreign financial advertisements. The domestic magazines would tend to demonstrate informative purposes, rational appeals, graphic repeat and high power distance. The foreign magazines present remind purposes, emotional appeals, graphic echoes and low power distance. There are a lot of differences in domestic and foreign financial advertisements. Relative to foreign magazine advertisements, domestic magazine advertisements give viewers less imagination. If domestic magazine advertisements increase some remind purposes, emotional appeals and graphic echoes in tangible ways that can not only allow viewers more imagination but also trigger the viewer's emotions and ideals. And domestic magazine advertisements increase low power distance in intangible ways. Viewers will have more different recognition and feelings.

Topic Category 商學院 > 企業管理研究所
社會科學 > 管理學
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