An Analysis of Information Content in Taiwan Television Advertising

• Main Authors: Hou, Juei-Fu, 侯瑞甫
• Other Authors: Tarng, Ming-Yueh
• Format: Others
• Language: zh-TW
• Published: 1986
• Online Access: http://ndltd.ncl.edu.tw/handle/70694614479556066993

碩士 === 國立交通大學 === 管理科學研究所 === 74 === The purpose of this thesis is to assess the information content of Taiwan television advertising and to make a compa- rison with relevant United States and Australian findings. This study utilizes the previously established Resnikstern information classification system, which sets out 14 informational categories or "cues" that are considered informative, to evaluate each commercial. Three judges separately content analyzed each advertisement. The commercials broadcasted by the three networks, TTV, CTC, and CTS, were sampled and included in this study''s sample. For the total sample, 49.36 percent, less than one-half of the advertisements were judged as informative. Statistical analysis of the data indicated that the informativeness of advertisements varied significantly by advertising time span and classifications of products. The number of informative advertisements communicated by time of day and time of week was not statistically different.