Taiwan society change and telecommunications advertisement content: Chunghwa Telecom Mobile Business Branch as an example

• Main Author: 朱宥蓉
• Other Authors: 鄭自隆
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/d26k6k

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 103 === This study uses advertising strategy, advertising appeal, advertising form and content, gender role and cultural value as variables, to discuss the relationship between TV commercials content and social changes. In this paper, content analysis is used to study on the commercial ads of Chunghwa Telecom from 1998 to 2014 (2G to 4G period) with samples of 120. The result shows: 1.Advertising strategy and appeal: from functional declaration to situational shaping. 2.Advertising form and content: from silent to sound; from individual to groups. 3.Gender role: from man to both man and woman; man leads woman. 4.Cultural value: risk aversion; show femininity and collectivism.