| Summary: | 碩士 === 國立屏東師範學院 === 國民教育研究所 === 90 === The aim of this study was to understand the advertising interpretation patterns of four elementary school students with different family background for global advertising on TV, to explore their family culture in watching TV and learning resources, and to analyze the relationship between students’ advertising interpretation patterns and their family culture.
Four sixth-grade students were chosen as the study subjects. The method of focus group interview was employed to gather the information of four students’ interpretation patterns for eight global advertising on TV, and the family culture in watching TV and learning resources of four students was collected by semi-structured interviews.
The results of this study can be included as follows:
1. Four elementary school students had different interpretation patterns for eight global advertising both on cognitive process and interpreted position.
2. After watching eight global advertising, the different interpreting characteristics of four elementary school students were represented on their answers, focuses, words and expressions, thinking inference and connection with daily life experience.
3. Four elementary school students had their different family culture which mainly represented on family members cognition toward TV, their behavior in watching TV, the style of family communication and family learning resources.
4. There was close relationship between the advertising interpretation patterns of four elementary school students and their family culture.
And finally, according to the results of this study, some suggestions were provided for educational administrative authorities, schools, parents and further studies.
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