| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 81 === From ideological advertising, we can''t know neither the
difference of the advertising product with others nor any
explanation about the material. This reserch will study what
the effects of the ideological advertising and find the
character of life style of goal market. I use the advertisments
of television of Stimorol from 1989 to 1992 in order to measure
the effects of the advertising . I measure the effects of
advertising with recall, advertising attitude , and attitude of
product in this study , and measure the advertising attitude
with cognitive, affective and conative . The population of the
study is the eight universities students in Taipei city. We can
get the results after analysis the data: 1.The effect of recall
is affirmative. 2.The effects of advertising attitude is
affirmative in creation , appreciation, impression, interest,
and attraction, but it''s not affirmative in providing useful
and understandable information and advertising acting. 3.The
effects of attitude of product is not affirmative.
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