Title page for etd-0701111-163109


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URN etd-0701111-163109
Author Chi-Ting Chou
Author's Email Address No Public.
Statistics This thesis had been viewed 5568 times. Download 1903 times.
Department Communications Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Third-Person Effect in Pap Smear Advertisements
Date of Defense 2011-06-27
Page Count 109
Keyword
  • behavior intention
  • sexual attitude
  • advertising appeal
  • third-person effect
  • Abstract This study explores whether the third-person effect caused by the Pap smear
    advertisements appear & if they turn viewers into actions. The degree that the
    advertisements effect on third-person effect is focused, as a reference for the
    government when they’d like to make more effective advertisements, instead of putting
    all the slogans & appeals together. The result shows: Advertising appeal(positive /
    negative) & direct / indirect wording influences third/first-person effect ,while sexual
    attitude of audience doesn’t. Because of the privacy of pap smear test, the research
    didn’t find the relation between third/first person perception & behavior intention.
    Advisory Committee
  • Ying-Hui , Liu - chair
  • Shu-Juan, Ye - co-chair
  • Ya-Ching, Lee - advisor
  • Files
  • etd-0701111-163109.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2011-07-01

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