| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 84 === This research uses content analysis method to exams the
content and the trend of corporate advertisement both in
Taiwan and America. To explore whether differences exits
between Taiwan and The United State in the usage of corporate
advertisement, the content of 752 corporate advertisements of
four well-known newspapers in Taiwan and America from 1988 to
1994 are analyzed. Follow content analysis method and the
works of Sethi and Mcleodon! corporate advertisement, this
paper uses a category which classifies corporate
advertisement into image/institutional and issue/advocacy.
The image/institutional advertisement is further
classified into good-will ,financial and awareness. The
result of statistic analysis indicates that corporate
advertisement is used more frequently in america,and
various differences exist between Taiwan and America in the
usage and the trend of corporate advertisement.
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