| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 91 === Technology-based attributes of a product are achievements of technological innovation, which connotations consumers cannot comprehend entirely. Those attributes coming from different scientific domains express a great improvement on practical function and are mutual noninterference. Because being the core value of a product, those attributes turn into the focus of the advertising appeal.
The purposes of this thesis are shown below:
First, are the use and explanations in connection with the technology-based terminology standing for technology-based attributes advantageous to advertising communication effect?
Second, do four product classifications according to FCB model result in different advertising communication effect?
Third, analyze the interaction between three advertising forms of technology-based terminology and four product classifications according to FCB model in advertising communication effect.
The questionnaires in written form are used to gather the data. Sampling objects are students at Department of Business Administration in Chang Gung University. Experimental products are blue jeans, shampoo and coffee. The receive rate of questionnaires is more than 83%. After the statistic analysis and evaluation, we get some important results shown below:
First, the use of technology-based terminology only makes for “informativeness” of advertising attitude. “Entertainment” and “Irritation” are required to ameliorate and enhance.
Second, detailed descriptions about the connotation of the technology-based terminology in static advertisements are helpful to advertising attitude.
Third, technology-based terminology written in Chinese leads to the best grade for “rational product.”
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