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Prime-time TV commercials in Taiwan ...

Chern, David Shano-yeon.

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Prime-time TV commercials in Taiwan and social values of Taiwanese students.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Prime-time TV commercials in Taiwan and social values of Taiwanese students./
作者:	Chern, David Shano-yeon.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 1995,
面頁冊數:	244 p.
附註:	Source: Dissertation Abstracts International, Volume: 57-01, Section: A, page: 1400.
Contained By:	Dissertation Abstracts International57-01A.
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9608672

Prime-time TV commercials in Taiwan and social values of Taiwanese students.
Chern, David Shano-yeon.

Prime-time TV commercials in Taiwan and social values of Taiwanese students. - Ann Arbor : ProQuest Dissertations & Theses, 1995 - 244 p.

Source: Dissertation Abstracts International, Volume: 57-01, Section: A, page: 1400.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 1995.

This dissertation discusses the Americanization of TV advertising in Taiwan and its possible effects. The study argues that prime-time TV commercials in Taiwan in the 1990s tended to be Westernized and the possible sources of the "Westerness" of the values are ad agency ownership and country of origin of the advertised product/service, and TV commercials in Taiwan tended to serve as one of the socialization agents in the process of cultivation.Subjects--Topical Terms:

2144804
Mass communication.

Prime-time TV commercials in Taiwan and social values of Taiwanese students.
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500 $a Source: Dissertation Abstracts International, Volume: 57-01, Section: A, page: 1400.
500 $a Supervisor: Ivan L. Preston.
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520 $a This dissertation discusses the Americanization of TV advertising in Taiwan and its possible effects. The study argues that prime-time TV commercials in Taiwan in the 1990s tended to be Westernized and the possible sources of the "Westerness" of the values are ad agency ownership and country of origin of the advertised product/service, and TV commercials in Taiwan tended to serve as one of the socialization agents in the process of cultivation.
520 $a To test the above arguments, a content analysis of 200 sample commercials using a list of 18 terminal and instrumental values developed by Rokeach (1973), together with operational definitions for each value category developed for this study, examined how prime-time TV commercials in Taiwan depict values. Then, a survey of 350 students explored the relative power of TV exposure in general, and TV commercial viewing and TV commercial involvement in particular, as a determinant of value priorities among Taiwanese college students.
520 $a The study found that the content of prime-time TV commercials in Taiwan in the 1990s does portray more Western values than Eastern values. The study also found that ad agency ownership had positive effects on the portrayal of terminal values, even after controlling for the influence of day commercial appeared, length of commercial, country of origin, and network commercial appeared on. However, the study could not find a statistically significant association between ad agency ownership and the portrayal of instrumental values. The study also found that country of origin had no statistically significant effects on the portrayal of either terminal or instrumental values.
520 $a The results of survey showed that "Western" and "Eastern" terminal values were influenced by college students' TV exposure, after controlling for the influence of demographic and other mass media variables. The results also showed that most of the college students' social values ("Western" terminal and "Western," "universal," and "Eastern" instrumental values) can be predicted by their cognitive TV commercial involvement.
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