DC 欄位 值 語言 DC.contributor 企業管理學系 zh_TW DC.creator 羅育婷 zh_TW DC.creator Lo-Yu-Ting en_US dc.date.accessioned 2019-7-20T07:39:07Z dc.date.available 2019-7-20T07:39:07Z dc.date.issued 2019 dc.identifier.uri http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=106421036 dc.contributor.department 企業管理學系 zh_TW DC.description 國立中央大學 zh_TW DC.description National Central University en_US dc.description.abstract 廣告是消費者了解產品或是品牌的第一步，在現今廣告琳瑯滿目的狀況下，對於廣 告消費者都抱持著，一定是正常呈現且對企業有利的，至此對於在廣告停留上，不會 花太多時間，因為可能看一眼就能以過去看過的情況推論企業要販賣的產品或表達的 意思，本研究探討廣告怪異程度(低 / 高)在正負性訊息(正面 / 負面)、代言人(名人 / 專家)、廣告訴求(理性 / 感性)、促銷框架(百分比 / 金額)與背景顏色(紅色 / 藍色)之下，對產品態度的影響。 zh_TW dc.description.abstract Advertising is the first step for consumers to understand products or brands.In today’s advertisments, the advertising consumers are always present and benefical to the company. So far, they will not stay in the advertisements. It takes too much time, because it is possible to infer the meaning of the products or expressions that the company wants to sell in the past, at a glance. This study explores the level of advertising weirdness(low/high) in positive and negative messages(positive/negative),spokesperson(celebrity/expert),advertising appeal(rational/sensual),promotional framework(percentage/amount)and background color(red/bile),under the color,the impact of research on product attirudes. en_US DC.subject 怪異 zh_TW DC.subject 產品態度 zh_TW DC.subject 正負性訊息 zh_TW DC.subject 促銷框架 zh_TW DC.subject 代言人 zh_TW DC.subject 背景顏色 zh_TW DC.title 怪異呈現對產品態度的影響 zh_TW dc.language.iso zh-TW zh-TW DC.type 博碩士論文 zh_TW DC.type thesis en_US DC.publisher National Central University en_US