| URN |
etd-0701111-163109 |
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| Author |
Chi-Ting Chou |
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| Author's Email Address |
No Public. |
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| Statistics |
This thesis had been viewed 5568 times. Download 1903 times. |
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| Department |
Communications Management |
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| Year |
2010 |
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| Semester |
2 |
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| Degree |
Master |
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| Type of Document |
|
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| Language |
zh-TW.Big5 Chinese |
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| Title |
Third-Person Effect in Pap Smear Advertisements |
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| Date of Defense |
2011-06-27 |
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| Page Count |
109 |
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| Keyword |
behavior intention
sexual attitude
advertising appeal
third-person effect
|
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| 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. |
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| Advisory Committee |
Ying-Hui , Liu - chair
Shu-Juan, Ye - co-chair
Ya-Ching, Lee - advisor
|
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| Files |
indicate in-campus access immediately and off_campus access in a year |
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| Date of Submission |
2011-07-01 |
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