1994 \u535a\u58eb \u7f8e\u5a01\u65af\u5eb7\u65b0\u5927\u5b78\u9ea5\u8fea\u905c\u6821\u5340\uff0c\u65b0\u805e\u8207\u5927\u773e\u50b3\u64ad\u5b78\u9662 \u7f8e\u570b
\n1990 \u78a9\u58eb \u7f8e\u5a01\u65af\u5eb7\u65b0\u5927\u5b78\u9ea5\u8fea\u905c\u6821\u5340\uff0c\u65b0\u805e\u8207\u5927\u773e\u50b3\u64ad\u5b78\u9662 \u7f8e\u570b
\n1983 \u5b78\u58eb \u6771\u6d77\u5927\u5b78\u793e\u6703\u5b78\u7cfb \u53f0\u7063<\/div>\n

\u6559\u5b78\u7d93\u6b77<\/h2>\n
\n
\u6c11\u570b87\u5e748\u6708-\u8fc4\u4eca \u4e16\u65b0\u5927\u5b78 \u516c\u5171\u95dc\u4fc2\u66a8\u5ee3\u544a\u5b78\u7cfb \u5c08\u4efb
\n\u6c11\u570b94\u5e748\u6708-85\u5e747\u6708 \u6de1\u6c5f\u5927\u5b78 \u8cc7\u8a0a\u50b3\u64ad\u5b78\u7cfb \u517c\u4efb
\n\u6c11\u570b85\u5e748\u6708-87\u5e747\u6708 \u570b\u7acb\u4e2d\u6b63\u5927\u5b78 \u96fb\u8a0a\u50b3\u64ad\u7814\u7a76\u6240 \u5c08\u4efb
\n\u6c11\u570b85\u5e748\u6708-86\u5e741\u6708 \u4e16\u754c\u65b0\u805e\u50b3\u64ad\u5b78\u9662 \u50b3\u64ad\u7814\u7a76\u6240 \u517c\u4efb
\n\u6c11\u570b83\u5e748\u6708-85\u5e747\u6708 \u4e16\u754c\u65b0\u805e\u50b3\u64ad\u5b78\u9662 \u516c\u5171\u50b3\u64ad\u5b78\u7cfb \u5c08\u4efb\u517c\u5ee3\u544a\u7cfb\u7368\u7acb\u7c4c\u5099\u4e3b\u4efb
\n\u6c11\u570b83\u5e748\u6708-84\u5e741\u6708 \u6de1\u6c5f\u5927\u5b78 \u50b3\u64ad\u7814\u7a76\u6240 \u517c\u4efb
\n\u6c11\u570b78\u5e749\u6708-82\u5e749\u6708 \u7f8e\u5a01\u65af\u5eb7\u65b0\u5927\u5b78\u9ea5\u8fea\u905c\u6821\u5340 \u65b0\u805e\u8207\u5927\u773e\u50b3\u64ad\u5b78\u9662 \u52a9\u6559<\/div>\n
\u5c08\u696d\u7d93\u6b77<\/h2>\n
\n
\u6c11\u570b78\u5e746\u6708-78\u5e748\u6708 DDB Needham Worldwide \u5ee3\u544a\u7814\u7a76\u53ca\u5e02\u5834\u8abf\u67e5\u90e8\u9580\u5be6\u7fd2\u751f \u7f8e\u829d\u52a0\u54e5
\n\u6c11\u570b72\u5e746\u6708-74\u5e7412\u6708 BBDO\/\u4e0a\u901a\u5ee3\u544a\u516c\u53f8\u65bc\u53f0\u7063 \u696d\u52d9\u7d93\u7406 \u53f0\u7063<\/div>\n
\u6821\u5167\u5916\u670d\u52d9<\/h2>\n
\n
\u6c1196\u5e74 \u4e2d\u83ef\u50b3\u64ad\u5b78\u520a\u8ad6\u6587\u5be9\u67e5 \u4e2d\u83ef\u50b3\u64ad\u5b78\u6703
\n\u6c1196\u5e74 \u4e2d\u83ef\u50b3\u64ad\u5b78\u6703\u5e74\u6703\u8ad6\u6587\u5be9\u67e5 \u4e2d\u83ef\u50b3\u64ad\u5b78\u6703
\n\u6c1196\u5e74 \u653f\u5927\u5ee3\u544a\u5b78\u671f\u520a\u8ad6\u6587\u5be9\u67e5 \u653f\u5927\u5ee3\u544a\u5b78\u7cfb
\n\u6c1196\u5e74 \u7b2c15\u5c46\u5ee3\u544a\u516c\u95dc\u7814\u8a0e\u6703\u8ad6\u6587\u767c\u8868\u300c\u6d88\u8cbb\u884c\u70ba\u300d\u4e3b\u6301\u4eba\u517c\u8a55\u8ad6\u4eba \u653f\u5927\u5ee3\u544a\u5b78\u7cfb
\n\u6c1195, 96\u5e74 \u7f8e\u6d88\u8cbb\u8005\u5fc3\u7406\u5b78\u5354\u6703\u5e74\u6703\u8ad6\u6587\u5be9\u67e5 \u7f8e\u6d88\u8cbb\u8005\u5fc3\u7406\u5b78\u5354\u6703(SCP)
\n\u6c1194\u5e74 \u65b0\u805e\u5b78\u671f\u8ad6\u6587\u5be9\u67e5 \u653f\u5927\u65b0\u805e\u5b78\u6703
\n\u6c1196\u5e749 \u6708 \u300c96\u5e74\u6d88\u9632\u767d\u76ae\u66f8\u5176\u4e2d\u6210\u6548\u6aa2\u8a0e\u300d\u66a8\u300c97\u5e74\u6d88\u9632\u5de5\u4f5c\u7b56\u9032\u65b9\u91dd\u300d\u7814\u8a0e\u6703 \u53f0\u5317\u7e23\u653f\u5e9c\u6d88\u9632\u5c40\u5c40\u9577<\/div>\n
\u5c08\u984c\u7814\u7a76\u8a08\u756b<\/h2>\n
\n
\u61f7\u820a\u5ee3\u544a\u6548\u679c\u7814\u7a76\uff1a\u61f7\u820a\u4e3b\u984c\u985e\u578b\u3001\u54c1\u724c\u50b3\u627f\u3001\u8207\u5ee3\u544a\u559a\u8d77\u7684\u61f7\u820a\u610f\u7fa9\u77e5\u89ba\u4e4b\u9593\u95dc\u9023\u6027\u6aa2\u9a57 \u4e3b\u6301\u4eba \u4e16\u65b0\u5927\u5b78
\n\u5a92\u4ecb\u5168\u7403\u5316\u8da8\u52e2\u4e0b\u672c\u571f\u6587\u5316\u7522\u54c1\u7684\u7522\u88fd\u8207\u6d88\u8cbb\u578b\u614b-\u5a92\u4ecb\u5168\u7403\u5316\u4e0b\u770b\u53f0\u7063\u5730\u5340\u5ee3\u544a\u8a0a\u606f\u7684\u767c\u5c55 \u4e3b\u6301\u4eba \u570b\u79d1\u6703
\n\u5ee3\u544a\u8a8d\u77e5\u8173\u672c\u8207\u95b1\u807d\u773e\u8cc7\u8a0a\u8655\u7406\uff1a\u96fb\u8996\u5ee3\u544a\u6548\u679c\u7814\u7a76 \u4e3b\u6301\u4eba \u570b\u79d1\u6703
\n\u85c9\u5ee3\u544a\u5c0d\u6295\u7968\u8005\u8cc7\u8a0a\u8655\u7406\u904e\u7a0b\u7684\u5f71\u97ff\u2014\u4f86\u63a2\u8a0e\u653f\u6cbb\u5ee3\u544a\u7684\u793e\u6703\u6210\u672c \u4e3b\u6301\u4eba \u570b\u79d1\u6703<\/div>\n
\u500b\u4eba\u8457\u4f5c<\/h2>\n
\n
\n
\u535a\u58eb\u8ad6\u6587<\/h3>\n
Emotional Ads and Brand Learning:? The Influence of Ad-Induced Positive Affect<\/p>\n
\u671f\u520a(\u570b\u5167)<\/h3>\n
\u621a\u6829\u50ca (2003)\u3002\u3008\u5ee3\u544a\u6548\u679c\u5c55\u73fe\uff1a\u8cc7\u8a0a\u8655\u7406\u8207\u610f\u7fa9\u89e3\u91cb\u4e8c\u6a21\u5f0f\u4e4b\u521d\u63a2\u3009\uff0c\u300a\u5ee3\u544a\u5b78\u7814\u7a76\u300b\uff0c20\uff1a75-95\u3002
\n\u621a\u6829\u50ca (2004)\u3002\u3008\u66f8\u8a55\uff1a\u60c5\u7dd2\u50b3\u64ad\u7684\u793e\u6703\u5316\u2500\u500b\u9ad4\u8207\u793e\u6703\u60c5\u5883\u4e92\u52d5\u6b77\u7a0b\u3009\uff0c\u300a\u65b0\u805e\u5b78\u7814\u7a76\u300b\uff0c78\uff1a209-213\u3002<\/p>\n
\u671f\u520a(\u570b\u5916)<\/h3>\n
Hsu-Hsien Chi, Esther Thorson, and James Coyle (1995). An application of the intensity-affect model: Revisited. In Charles S. Madden (Ed.), Proceedings of the 1995 Conference of the American Academy of Advertising, pp. 51-60. American Academy of Advertising.
\nThorson, Esther, Hsu-Hsien Chi, and Clark Leavitt (1992). Attention, memory, attitudes, and conation: A test of the advertising hierarchy. In John F. Sherry, Jr. and Brian Sternthal (Eds.), Advances in Consumer Research, Vol. 19, pp. 366-379.? Provo, UT:? Association for Consumer Research.<\/p>\n
\u7814\u8a0e\u6703(\u570b\u5167)<\/h3>\n
\u621a\u6829\u50ca (\u6c1193\u5e74)\u3002\u3008Internet use in psychological context: Research implications of telepresence to social interaction in cyberspace\u3009\u3002\u8ad6\u6587\u767c\u8868\u65bc\u6de1\u6c5f\u5927\u5b78\u4e8c\uff2f\uff2f\u56db\u5e74\u300c\u77e5\u8b58\uff0e\u5275\u65b0\uff0e\u50b3\u64ad\u300d\u5b78\u8853\u7814\u8a0e\u6703\uff0c\u6de1\u6c5f\u5927\u5b78\u5927\u50b3\u7cfb\uff0c\u53f0\u5317\u7e23\uff0c\u6c11\u570b93\u5e7412\u670810\u65e5\u3002
\n\u621a\u6829\u50ca (\u6c1192\u5e74)\u3002\u3008\u5ee3\u544a\u6548\u679c\u5c55\u73fe\uff1a\u8cc7\u8a0a\u8655\u7406\u8207\u610f\u7fa9\u89e3\u91cb\u4e8c\u6a21\u5f0f\u4e4b\u521d\u63a2\u3009\u3002\u8ad6\u6587\u767c\u8868\u65bc\u300c\u7b2c\u5341\u4e00\u5c46\u4e2d\u83ef\u6c11\u570b\u5ee3\u544a\u66a8\u516c\u5171\u95dc\u4fc2\u5b78\u8853\u8207\u5be6\u52d9\u7814\u8a0e\u6703\u300d\uff0c\u570b\u7acb\u653f\u6cbb\u5927\u5b78\u5ee3\u544a\u5b78\u7cfb\uff0c\u53f0\u5317\uff0c\u6c11\u570b92\u5e745\u67082\uff5e3\u65e5\u3002
\n\u621a\u6829\u50ca (\u6c1185\u5e74)\u3002\u5169\u5cb8\u5ee3\u544a\u5167\u5bb9\u578b\u614b\u4e4b\u6bd4\u8f03 – \u7814\u7a76\u67b6\u69cb\u4e4b\u5efa\u8b70\u3002\u8ad6\u6587\u63d0\u5831\u65bc\u300c\u5169\u5cb8\u5ee3\u544a\u53ca\u884c\u92b7\u751f\u614b\u4e4b\u6bd4\u8f03\u8207\u5c55\u671b\u300d\uff0c\u9298\u50b3\u7ba1\u7406\u5b78\u9662\u5927\u773e\u50b3\u64ad\u5b78\u7cfb\u8207\u884c\u653f\u9662\u5927\u9678\u59d4\u54e1\u6703\u5408\u8fa6\u4e4b\u300c\u5169\u5cb8\u5927\u773e\u50b3\u64ad\u4ea4\u6d41\u8207\u5c55\u671b\u7814\u8a0e\u6703\u300d\u3002<\/p>\n
\u7814\u8a0e\u6703(\u570b\u5916)<\/h3>\n
Chi, H. H. (2006). What’s in \u201cKuso\u201d Advertising? An Exploratory Study of Absurdity Consumption among Young People. Paper presented at the Society for Consumer Psychology Annual Summer Conference as part of the 114th Annual Convention of the American Psychological Association, New Orleans, LA, August 10-13, 2006.
\nChi, H. H. (2006). Effects of Nostalgic Themes in Advertising:\u00a0 The Mediating Role of Ad-evoked Nostalgic Responses. Presented at the 2006 Annual Winter Conference of the Society for Consumer Psychology, Carnival Cruise from Port of Miami, February 9-13, 2006.
\nChi, H. H. (2005). Meanings and emotions in the past: Consumer interpretation of nostalgic advertising. Paper presented at the Society for Consumer Psychology Summer Conference as part of the 113th Annual Convention of the American Psychological Association, Washington, DC, August 18-21, 2005.
\nChi, H. H. (2004). Experiencing friendship \u201conline\u201d: Cognitive and emotional responses to the telepresence of social interaction. Paper presented at the Psychology and Public Opinion Section of International Association for Media and Communication Research Conference in Porto Alegre, Brazil, July 24-30, 2004.
\nChi, H. H. (2003).? Message comprehension or meaning generation?—Their relations and roles in advertising processing. Abstract accepted by the Psychology and Public Opinion Section of the 2003 International Association for Media and Communication Research Conference in Taipei, Taiwan, July 14-16, 2003.
\nThorson, Esther, Hsu-Hsien Chi, and Clark Leavitt (1991). Attention, memory, attitudes, and conation: A test of the advertising hierarchy. Paper presented at the annual convention of the Association for Consumer Research, Chicago, Illinois, October 17-20, 1991.
\nMcLeod, Jack M., Catherine A. Steele, Hsu-Hsien Chi, and Kuang-Yu Huang (1991). Understanding political tolerance: Alternative models of public supports. Paper presented to the Communication Theory and Methodology Division at the 1991 annual convention of the Association for Education in Journalism and Mass Communication, Boston, Massachusetts, August 7-10, 1991.
\nChi, Hsu-Hsien and Esther Thorson (1990). An application of the Intensity-Affect model: Using commercial-to-program-involvement ratios to predict ad memory. Paper presented to the Advertising Division at the 1990 annual convention of the Association for Education in Journalism and Mass Communication, Minneapolis, Minnesota, August 9-12, 1990.
\nChi, Hsu-Hsien and Esther Thorson (1990). Advertising and ad awareness: Effects of media selection and spending, and the number of ads in campaigns. Paper submitted to the Information Systems Division of the International Communication Association, November 1, 1990.
\nMcLeod, Jack M., Se-Wen Sun, Hsu-Hsien Chi, and Zhongdang Pan (1990). Metaphor and the media: What shapes public understanding of the War against drugs Paper presented to the Communication Theory and Methodology Division at the 1990 annual convention of the Association for Education in Journalism and Mass Communication, Minneapolis, Minnesota, August 9-12, 1990.<\/p>\n<\/div>\n
95-96\u5b78\u5e74\u5ea6\u6388\u8ab2\u8ab2\u7a0b<\/h2>\n
\n
\u6d88\u8cbb\u8005\u884c\u70ba(\u5927\u5b78\u90e8)
\n\u672c\u8ab2\u7a0b\u8457\u91cd\u65bc\u4ecb\u7d39\u4e26\u719f\u6089\u6d88\u8cbb\u8005\u884c\u70ba\u7684\u57fa\u672c\u6982\u5ff5\u8207\u5be6\u52d9\u904b\u7528\u6280\u5de7\uff0c\u4e26\u85c9\u6b64\u89e3\u6790\u3001\u63a2\u7d22\u6df1\u690d\u65bc\u6d88\u8cbb\u8005\u884c\u70ba\u7684\u5fc3\u7406\u3001\u793e\u6703\u8207\u6587\u5316\u7b49\u52d5\u6a5f\u8207\u610f\u6db5\uff0c\u4ee5\u671f\u77ad\u89e3\u5f71\u97ff\u6d88\u8cbb\u8005\u6c7a\u7b56\u7684\u56e0\u7d20\uff0c\u9032\u800c\u904b\u7528\u65bc\u6574\u5408\u884c\u92b7\u6d3b\u52d5\u7684\u4f01\u5283\u8207\u57f7\u884c\u3002\u8ab2\u7a0b\u5167\u5bb9\u5206\u70ba\u4ee5\u4e0b\u4e94\u5927\u55ae\u5143\uff1a(I)\u6d88\u8cbb\u8005\u884c\u70ba\uff1a\u6d88\u8cbb(\u4f7f\u7528)\u8207\u8cfc\u8cb7\uff0c(II)\u6d88\u8cbb\u8005\u8cc7\u8a0a\u8655\u7406\u8207\u6c7a\u7b56\uff0c(III)\u6d88\u8cbb\u884c\u70ba\u500b\u9ad4\u56e0\u7d20\uff0c(IV)\u6d88\u8cbb\u884c\u70ba\u793e\u6703\u6587\u5316\u56e0\u7d20\uff0c(V)\u50b3\u64ad\u8207\u60c5\u5883\u56e0\u7d20 \u2013 \u5275\u65b0\u50b3\u64ad\u3002
\n\u5ee3\u544a\u8207\u793e\u6703(\u5927\u5b78\u90e8)
\n\u672c\u8ab2\u7a0b\u63a2\u8a0e\u5ee3\u544a\u6d3b\u52d5\u7684\u672c\u8cea\uff0c\u5ee3\u544a\u8207\u5176\u4ed6\u793e\u6703\u6a5f\u69cb\u9593(social institutions)\u7684\u76f8\u4e92\u4f9d\u8cf4\u95dc\u4fc2(interdependence)\uff0c\u53ca\u5176\u5c0d\u4f60\u6211\u500b\u9ad4\u8207\u793e\u6703\u7fa4\u9ad4\u7684\u5f71\u97ff\u3002\u6559\u5b78\u5167\u5bb9\u805a\u7126\u65bc\u4ee5\u4e0b\u516d\u500b\u76f8\u95dc\u4e3b\u984c\uff1a(I)\u5ee3\u544a\u6d3b\u52d5\uff1a\u5e02\u5834\u5546\u696d\u6a5f\u5236\uff0c(II)\u5ee3\u544a\u6d3b\u52d5\uff1a\u8aaa\u670d\u50b3\u64ad\uff0c(III)\u5ee3\u544a\u8207\u6d88\u8cbb\u793e\u6703\uff0c(IV)\u5ee3\u544a\u8207\u793e\u6703\u5efa\u69cb\uff0c(V)\u5ee3\u544a\u5f15\u8d77\u7684\u722d\u8b70: \u4e3b\u52d5\uff1f\u6216\u88ab\u64cd\u5f04\u7684\u6d88\u8cbb\u8005\uff1f(VI) \u5ee3\u544a\u8207\u793e\u6703\u898f\u7bc4\uff1a\u7ba1\u5236\uff1f\u6216\u81ea\u7531\u5e02\u5834\u6a5f\u5236\u904b\u4f5c\uff1f
\n\u6d88\u8cbb\u8005\u8207\u516c\u773e\u7814\u7a76(\u7814\u7a76\u6240)
\n\u672c\u8ab2\u7a0b\u7684\u4e3b\u65e8\u5728\u65bc\u4ecb\u7d39\u4e26\u719f\u6089\u6d88\u8cbb\u8005\u884c\u70ba\u7684\u57fa\u672c\u6982\u5ff5\uff0c\u4e26\u9032\u4e00\u6b65\u63a2\u7d22\u6df1\u690d\u65bc\u6d88\u8cbb\u8005\u884c\u70ba\u5f8c\u7684\u5fc3\u7406\u3001\u793e\u6703\u8207\u6587\u5316\u7b49\u52d5\u6a5f\u8207\u610f\u6db5\uff0c\u4ee5\u671f\u77ad\u89e3\u5f71\u97ff\u6d88\u8cbb\u8005\u6c7a\u7b56\u7684\u56e0\u7d20\uff0c\u9032\u800c\u904b\u7528\u65bc\u6574\u5408\u884c\u92b7\u6d3b\u52d5\u7684\u4f01\u5283\u8207\u57f7\u884c\u3002\u4e0a\u8ff0\u8ab2\u7a0b\u5167\u5bb9\u5283\u5206\u6210\u4e0b\u5217\u56db\u500b\u55ae\u5143\uff0c\u5206\u5225\u9032\u884c\uff1a(I)\u6d88\u8cbb\u8d77\u56e0\uff0c(II)\u6d88\u8cbb\u8005\u5fc3\u7406\u904e\u7a0b\uff0c(III)\u6d88\u8cbb\u4e4b\u6c7a\u5b9a\u56e0\u7d20\uff0c(IV)\u6d88\u8cbb\u8005\u884c\u70ba\u7814\u7a76\u3002
\n\u5ee3\u544a\u7406\u8ad6\u8207\u7814\u7a76(\u7814\u7a76\u6240)
\n\u672c\u8ab2\u7a0b\u7684\u4e3b\u65e8\u5728\u65bc\u63a2\u7d22\u201c\u5ee3\u544a\u5982\u4f55\u904b\u4f5c\u201d(how advertising works)\u3002\u85c9\u7531\u6587\u737b\u95b1\u8b80\u8207\u5be6\u8b49\u89c0\u5bdf\uff0c\u6211\u5011\u5206\u5225\u81ea\u4ee5\u4e0b\u5c64\u9762(aspects)\u8207\u8b70\u984c(issues)\u6df1\u5165\u8a0e\u8ad6\uff1a\u5ee3\u544a\u672c\u8cea\u8207\u6d3b\u52d5\u3001\u5ee3\u544a\u8a0a\u606f\u8655\u7406\u8207\u6548\u679c\u3001\u5ee3\u544a\u4e4b\u6587\u5316\u610f\u7fa9\u8f49\u79fb(meaning transfer)\u3001\u5ee3\u544a\u8207\u793e\u6703\u771f\u5be6\uff0c\u53ca\u5a92\u9ad4\u74b0\u5883\u3001\u884c\u92b7\u60c5\u5883\u8207\u5ee3\u544a\u50b3\u64ad\u4e09\u8005\u76f8\u4f9d\u7684\u95dc\u4fc2\u3002\u5c0d\u65bc\u5ee3\u544a\u672c\u8cea\u8207\u6d3b\u52d5\u7684\u63a2\u8a0e\u96c6\u4e2d\u65bc\u5169\u8b70\u984c\uff1a(1)\u5ee3\u544a\u610f\u5716\u8207\u5ee3\u544a\u7522\u696d\u6240\u6d89\u53ca\u6a5f\u69cb(institutions)\u9593\u7684\u95dc\u4fc2\uff0c\u8207(2)\u201c\u5ee3\u544a\u5373\u8aaa\u670d\u7522\u696d\u201d\u7684\u63d0\u8b70\u3002\u6b64\u5916\u6211\u5011\u5c07\u5206\u5225\u8a8d\u8b58\u7814\u7a76\u5ee3\u544a\u7684\u4e8c\u53d6\u5411\u8207\u5178\u7bc4(approaches and paradigms)\uff0c\u5b83\u5011\u5206\u5225\u63d0\u51fa\u4e0d\u540c\u7684\u54f2\u5b78\u601d\u7dad(ontology)\u8207\u7372\u53d6\u77e5\u8b58\u7684\u53d6\u5f91(epistemology)\uff1a(1)\u8cc7\u8a0a\u8655\u7406\u6a21\u5f0f\uff0c\u6b64\u6a21\u5f0f\u5f37\u8abf\u4eba\u5167\u5728\u5fc3\u7406\u7684\u8cc7\u8a0a\u8655\u7406\u6a5f\u5236(information processing)\uff0c\u5206\u6790\u5c64\u6b21(level of analysis)\u70ba\u500b\u9ad4(individual)\uff1b\u800c(2)\u610f\u7fa9\u8a6e\u91cb\u6a21\u5f0f\u5247\u5f37\u8abf\u60c5\u5883\u8108\u7d61(context)\u5c0d\u4eba\u5fc3\u667a\u904b\u4f5c(mental operation)\u7684\u5f71\u97ff\uff0c\u5206\u6790\u5c64\u6b21\u70ba\u793e\u6703\u6587\u5316(socioculture)\u3002\u63a5\u7e8c\u7684\u63a2\u8a0e\u5247\u805a\u7126\u65bc\u5ee3\u544a\u7684\u793e\u6703\u5efa\u69cb-\u5ee3\u544a\u6240\u5efa\u69cb\u7684\u793e\u6703\u771f\u5be6\uff0c\u5982\u5ee3\u544a\u5c0d\u793e\u6703\u3001\u516c\u773e\u7684\u5f71\u97ff\uff0c\u53ca\u5ee3\u544a\u8207\u81ea\u6211\u5efa\u69cb\u3001\u793e\u6703\u8a8d\u540c\u4e09\u8005\u9593\u7684\u95dc\u4fc2\u3002\u6700\u5f8c\uff0c\u6211\u5011\u5c07\u63a2\u7d22\u79d1\u6280\u3001\u5a92\u9ad4\u74b0\u5883\u8b8a\u9077\u5c0d\u884c\u92b7\u60c5\u5883\u8207\u5ee3\u544a\u7522\u696d\u7684\u885d\u64ca\uff0c\u4e26\u5c55\u671b\u5ee3\u544a\u7684\u672a\u4f86\u3002\u4e0a\u8ff0\u8ab2\u7a0b\u5167\u5bb9\u5283\u5206\u6210\u4e0b\u5217\u516d\u500b\u55ae\u5143\uff1a(I)\u5ee3\u544a\u8ff7\u601d\uff0c(II) \u201c\u8aaa\u670d\u201d\u7522\u696d\uff0c(III)\u8cc7\u8a0a\u8655\u7406\u6a21\u5f0f\uff0c(IV)\u610f\u7fa9\u8a6e\u91cb\u6a21\u5f0f\uff0c(V)\u5ee3\u544a\u7684\u793e\u6703\u5efa\u69cb\uff0c(VI)\u5c55\u671b\u5ee3\u544a\u4e4b\u672a\u4f86\u3002
\n\u8aaa\u670d\u7406\u8ad6(\u7814\u7a76\u6240)
\n\u200bThe purpose of the class is twofold. Theoretical bases are provided in order to gain insight into the issue \u201chow people get persuaded.\u201d In addition to acquiring knowledge of persuasion, it is also important to develop ability to apply such knowledge toward communication goals. In order to achieve the prescribed objective, we will delve into academic writings of persuasion theory and research and adapt what we learn to what we observe in every day life. The focal subjects that we deal with throughout the semester are outlined below: (I) Nature and Scope of Persuasion; (II) Theories of Persuasion; (III) Factors that Influence Persuasion in Marketing Communications; (VI) Resistance to Persuasion; (V) Application to Communication Campaign.<\/div>\n
\u6307\u5c0e\u5b78\u751f\u8ad6\u6587<\/h2>\n
\n
\u6c11\u570b99\u5e74 \u5eb7\u5bb8\u744b \u548c\u6211\u5728\u4e00\u300c\u7dba\u300d\uff0c\u610f\u8b58\u9673\u7dba\u8c9e\u7684\u6f14\u7e79\uff1a\u6b4c\u8ff7\u7684\u8a6e\u91cb\u8207\u8f49\u8b8a With Me, Conscious of Cheer Chen’s Evolution: Interpretation and Change of the Fans Meaning
\n\u6c11\u570b99\u5e74 \u8a31\u5c39\u9f61
\n\u4e03\u5e74\u7d1a\u4e16\u4ee3\u5c0d\u300c\u7d93\u5178\u5546\u54c1\u300d\u7684\u610f\u6db5\u8a6e\u91cb\u4ee5\u6642\u5c1a\u7cbe\u54c1\u70ba\u4f8b The meaning of “classic”: An exploratory study of young generation\u2019s interpretation of fashion brands
\n\u6c11\u570b99\u5e74 \u5433\u66f8\u5a77 \u7db2\u8def\u5ee3\u544a\u4e4b\u8a34\u6c42\u8207\u4e92\u52d5\u6027\u5c0d\u5ee3\u544a\u6548\u679c\u7684\u5f71\u97ff Influence of Advertising Appeal and Interactivity on Website Advertising Effectiveness
\n\u6c11\u570b98\u5e74 \u9b4f\u5e78\u7389 \u4fee\u8fad\u7684\u529b\u91cf\uff1a\u6587\u5b57\u4fee\u8fad\u548c\u8996\u89ba\u4fee\u8fad\u5ee3\u544a\u6548\u679c\u7814\u7a76 The Power of Rhetoric: Verbal and Visual Rhetoric in Advertising
\n\u6c11\u570b98\u5e74 \u5468\u82b8\u5982 \u540d\u724c\u6d88\u8cbb\u90e8\u843d\u7684\u6210\u578b\u2500\u5e74\u8f15\u65cf\u7fa4\u7684\u7cbe\u54c1\u6d88\u8cbb\u884c\u70ba\u7814\u7a76 Tribal Aspects of Luxury Consumption Research: The Case of Young People
\n\u6c11\u570b97\u5e74 \u9673\u79b9\u5ef7 \u4f01\u696d\u7db2\u7ad9\u8868\u73fe\u5c0d\u6bd2\u5976\u7c89\u5371\u6a5f\u6e9d\u901a\u9700\u6c42\u4e4b\u5f71\u97ff\uff1a\u7d44\u7e54-\u516c\u773e\u95dc\u4fc2\u4e4b\u4e2d\u4ecb\u6548\u679c\u6aa2\u9a57
\nThe influence of web site performance on needs for crisis communication in the case of toxic milk powder: The mediation effect of organization-public relationship
\n\u6c11\u570b97\u5e74 \u5f35\u6625\u708e \u671d\u5411\u516c\u5171\u50f9\u503c\u7684\u6d88\u8cbb\u8005\u6587\u5316\uff1f\u6d88\u8cbb\u6b63\u7fa9\u8207\u4e3b\u5a66\u806f\u76df\u7684\u5abd\u5abd\u9769\u547d
\nMoving Toward Consumer Culture of Public Value? Consumption Justice and Mom’s Revolution of HUCC
\n\u6c11\u570b96\u5e74 \u6731\u858f\u82b7 \u4e8c\u624b\u66f8\u6d88\u8cbb\u884c\u70ba\u7814\u7a76\uff1a\u50f9\u503c\u5275\u9020\u7684\u904e\u7a0b A Study on the Used-Book Consumer Behavior : Value-Creating Process
\n\u6c11\u570b96\u5e74 \u9673\u6021\u541b \u5373\u6642\u901a\u8a0a\u4eba\u969b\u6e9d\u901a\u7684\u975e\u8a9e\u8a00\u4f7f\u7528\u521d\u63a2-\u4ee5MSN Messager\u70ba\u4f8b A Study of Noverbal Communication of IM users: An Example of MSN Messager
\n\u6c11\u570b96\u5e74 \u8521\u5a77\u96ef \u4f60\u7684\u904e\u53bb\u3001\u6211\u7684\u73fe\u5728\u3001\u4ed6\u7684\u672a\u4f86\uff1a\u63a2\u7d22\u4e0d\u540c\u4e16\u4ee3\u5c0d\u61f7\u820a\u5ee3\u544a\u7684\u610f\u6db5\u8a6e\u91cb Your Past, My Present and His Future: An Exploratory Study of Nostalgia Advertising Meaning Interpretations across Generations
\n\u6c11\u570b96\u5e74 \u674e\u67d4 \u5ee3\u544a\u91cd\u8907\u7b56\u7565\u6548\u679c\u7814\u7a76\uff1a\u91cd\u8907\u6b21\u6578\u3001\u8b8a\u7570\u6027\u3001\u6642\u9593\u9593\u9694\u4ea4\u4e92\u6548\u679c A Study of Advertising Repetition Strategy: Effects of Interactions between Repetition, Variation, and Time Lag
\n\u6c11\u570b95\u5e74 \u9322\u6f94\u502b \u5546\u54c1\u7db2\u7ad9\u9060\u8ddd\u81e8\u5834\u611f\u7814\u7a76\u2500\u751f\u52d5\u6027\u8207\u4e92\u52d5\u6027\u7684\u6548\u679c\u6aa2\u9a57 Approaching the Effects of Telepresence by Examining Levels of Interactivity and Vividness of Commercial Websites
\n\u6c11\u570b95\u5e74 \u6c5f\u5609\u73cd \u7cbe\u54c1\u6d88\u8cbb\u2500\u5973\u6027\u7684\u9ad4\u9a57 Consumption Experience of Luxury Brands from Women\u2019s Point of View
\n\u6c11\u570b94\u5e74 \u5ed6\u5343\u6167 \u4ee3\u8a00\u4eba\u2500\u7522\u54c1\u4f7f\u7528\u8005\u7684\u6027\u5225\u7b26\u5408\u6027\u3001\u4f86\u6e90\u53ef\u4fe1\u5ea6\u8207\u81ea\u6211\u76e3\u63a7\u7a0b\u5ea6\u5c0d\u5ee3\u544a\u6548\u679c\u7684\u5f71\u97ff Influences of Spokesperson-User Gender Match-up, Source Credibility and Self-Monitoring on Advertising Effects
\n\u6c11\u570b94\u5e74 \u66f9\u541b\u9038 \u96dc\u8a8c\u7f6e\u5165\u5f0f\u884c\u92b7\u6548\u679c\u7814\u7a76\uff1a\u95b1\u807d\u4eba\u6d89\u5165\u5ea6\u548c\u7f6e\u5165\u60c5\u5883\u9069\u5207\u6027\u4e4b\u63a2\u8a0e Product Placement in Magazine Context: The Effects of Involvement and Product-Editorial Match-up
\n\u6c11\u570b94\u5e74 \u5433\u4f69\u73ca \u7db2\u8def\u5ee3\u544a\u6548\u679c\u4e4b\u7814\u7a76\uff1a\u5716\u50cf\u4e92\u52d5\u548c\u4eba\u969b\u4e92\u52d5\u89c0\u9ede\u4e4b\u63a2\u8a0e Influences of Visual and Interpersonal Interactivity on Website Advertising Effectiveness
\n\u6c11\u570b94\u5e74 \u718a\u654f\u541b \u6d88\u8cbb\u3001\u8a8d\u540c\u8207\u751f\u6d3b\u98a8\u683c\uff1a\u89e3\u6790\u5065\u8eab\u4ff1\u6a02\u90e8\u4e2d\u7684\u6d88\u8cbb\u5be6\u8e10\u8207\u610f\u6db5 Consumption, Identity and Lifestyle: The Consumption Practice and Meanings in Fitness Club
\n\u6c11\u570b93\u5e74 \u9676\u6167\u5a1f \u7db2\u8def\u4ea4\u53cb\u4e92\u52d5\u5206\u6790\uff1a\u7db2\u8def\u4eba\u969b\u95dc\u4fc2\u7684\u865b\u5e7b\u8207\u771f\u5be6 Research of the Interaction of Friend-Making on Internet: The Illusion and Reality of Internet Relationship
\n\u6c11\u570b93\u5e74 \u9ad8\u4f69\u7464 \u591a\u5143\u6587\u5316\u74b0\u5883\u4e0b\u7684\u793e\u6703\u884c\u92b7\u7b56\u7565\u904b\u7528\uff1a\u4ee5\u99ac\u4f86\u897f\u4e9e\u6ab3\u57ce\u6d88\u8cbb\u4eba\u5354\u6703\u70ba\u4f8b Social Marketing in Multicultural Context: A Case Study of Consumers Association of Penang, Malaysia
\n\u6c11\u570b93\u5e74 \u9ec3\u8389\u6167 \u60c5\u611f\u6027\u8a34\u6c42\u5c0d\u7db2\u8def\u6a6b\u5e45\u5ee3\u544a\u6548\u679c\u4e4b\u5f71\u97ff Impact of Emotional Appeal on Banner Web Advertising Effects
\n\u6c11\u570b91\u5e74 \u59dc\u4f69\u5fb7 \u7db2\u8def\u4e92\u52d5\u7a0b\u5ea6\u8207\u8a0a\u606f\u6d89\u5165\u5ea6\u5c0d\u5546\u696d\u7db2\u7ad9\u5ee3\u544a\u6548\u679c\u7684\u5f71\u97ff Impact of Web Interactivity and Message Involvement on Web Advertising Effects: A Test of Web Advertising Effect Model
\n\u6c11\u570b86\u5e74 \u9707\u6dd1\u96f2 \u53f0\u7063\u8207\u7f8e\u570b\u96dc\u8a8c\u5ee3\u544a\u6587\u5316\u50f9\u503c\u5448\u73fe\u4e4b\u6bd4\u8f03\u5206\u6790 A Comparative Analysis of Cultural Values in Taiwan and American Magazine Advertising
\n\u6c11\u570b86\u5e74 \u5433\u4f73\u6649 \u4e0d\u540c\u6d89\u5165\u578b\u614b\u3001\u5ee3\u544a\u80cc\u666f\u97f3\u6a02\u914d\u5408\u5ea6\u5c0d\u5ee3\u544a\u6548\u679c\u4e4b\u5f71\u97ff Influences of Different Types of Involvement and Fit of Background Music on Advertising Processing<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
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\u535a\u58eb\u8ad6\u6587<\/h3>\nEmotional Ads and Brand Learning:? The Influence of Ad-Induced Positive Affect<\/p>\n

\u535a\u58eb\u8ad6\u6587<\/h3>\n
Emotional Ads and Brand Learning:? The Influence of Ad-Induced Positive Affect<\/p>\n