English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51483/86598 (59%)
Visitors : 8243897      Online Users : 45
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32071

    Title: 文化創意產業之代言人對廣告效果之影響
    Other Titles: A study of spokesperson on advertising effects in culture creative industry
    Authors: 林沛臻;Lin, Pei-jhen
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    Keywords: 廣告代言人;文化創意產業;廣告效果;spokesman;Culture Creative Industry;advertisement effect
    Date: 2008
    Issue Date: 2010-01-11 01:37:27 (UTC+8)
    Abstract: 隨著人們對生活要求的提高,文化對於人民的重要性也越來越大,文化創意產業可視為識別各國文化的象徵。雖然文化是一項無形資產,但仍可找尋一位稱職的代言人,成功地推展文化資產。故選擇合適的代言人代表台灣推動文化創意產業,走向國際舞台,應受到重視。


    With the improvement of life style, culture plays a more important role. Cultural creativity industry is viewed as the symbol to recognize the differences existing on the countries.Culture is an intangible asset and the authority should find out an influential spokesman to promote cultural industry successfully. Cultural creativity industry should select the most suitable spokesman to represent culture creativity industry in Taiwan and move towards international scene.

    This study explores the relationships between spokesman and Culture Creative Industry. In the study, Culture Creative Industry is the moderate variable used to analyze whether or not advertisement has effects (fitness, visit willingness, modernity, advertisement attitude, attitudes) on this industry. The respondents who are graduates and undergraduate students recruited from department of business in Tamkang University. The study takes scenario techniques as one variable that is categorized into four levels in categorization of Celebrity. That is, 12 scenarios (4X3) are conducted in the experimental design.

    The study concludes that the differences between the types of spokesman and Culture Creative Industry significantly influence fitness and advertisement attitude, but do not on visit willingness, modernity, attitudes. The study suggests that Culture Creative Industry should take marketing strategy to examine whether or not the spokesman’s image is suitable with industry image and the highly related Celebrity should be considered further. Besides, Culture related industry should devote to the deep impression for visitors, and people should promote their self-experience on advertisement. It is helpful for long-term improvement on Culture Creative Industry.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback