Analyze the influence of different advertisements of preventing drunken drive by Rasch model

• Main Authors: Tsai-Ying Chiu, 邱彩瑩
• Other Authors: Shan-Huen Huang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/50535929738342211702

碩士 === 國立高雄第一科技大學 === 運籌管理研究所 === 103 === According to National Police Agency statistics 2012 alcohol-related accident statistics, police banned a total of 12,462 drunk driving incident, brought to justice Number 52219, a total of 376 people were killed in drunk driving accident. Prevention of drunk driving has long been committed to the use of the relevant units of different ways to prevent the occurrence of drunk driving. This project is to be studied for this event, and the Rasch model analysis. The drunk driving advocacy advertising into text, radio and television advertising are three types, then this type of ad is subdivided into three kinds of gentle persuasion, bloody and law policy constraints presented three kinds of demands, and each demands are provided two scenarios advertisements to discussion in this three different ad types and different demands on the driver''s impact results. Correlation analysis in this study to further explore the relationship between the three types of ads. Questionnaires were distributed and 421 copies have been issued with a driving license issued for the driver, according to their study showed that the most attractive in the driver''s advocacy ad type part of a "broadcast"; in advertising appeals most part can affect drivers is "statutory policy."