How junior high students look and response the images of television advertisements

• Main Author: 李麗純
• Other Authors: 王麗雁
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08834123575074942443

碩士 === 國立彰化師範大學 === 藝術教育研究所 === 100 === Abstract Today, in an era full of visual images, we see a plethora of advertising materials using visual images. Junior high school students living in them and how they treat them is an essential issue. Purpose of this study is to understand junior high school students’ looking and responses on television advertisement images, especially about goods of television advertisements and people images of gender roles and other issues. Also, to realize whether junior high school students can think about diversities and meanings of images. The purposes of this study include: 1. How junior high school students look and interpret TV ad images . 2. Junior high school students’ viewpoints and responses on goods of TV ads and people images of gender roles. 3. Male and female junior high school students’ interpretation standpoints and differences on TV ad images . In this study, qualitative research method is mainly conducted and supplemented by quantitative research method. Qualitative research method aimed at 16 interviewees. They are interviewed face to face so that junior high school students’ interpretation and viewpoints can deeply be understood. Quantitative research method aimed at 56 students to accept questionnaire survey. Through the data collection, students’ viewpoints and responses of TV ad images can be known. The results of this study show: 1. The closer TV ad images are to life, the more they can get students’ identifications; on the contrary, the more they can’t. 2. Students’ abilities of cognitive development will affect the results of their looking and responses. 3. Students like to use ways that are differ from ads to interpret them. They use opposite or consulted interpretation standpoints to respond their viewpoints on ideology images of ads. 4. The same gender has different interpretations and responses on the same TV ad images. Finally, this study gives the following suggestions: 1. The visual arts teachers should widely apply TV ad images to deepen curriculum content and also becomes a way to promote art education. 2. Researchers can expand the theme and content of TV ad images to increase the further research.