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URN etd-0905108-192911
Author Hui-Wen Hsueh
Author's Email Address m956030009@student.nsysu.edu.tw
Statistics This thesis had been viewed 5332 times. Download 1863 times.
Department Mainland China Studies
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Research of Chinese Advertisement Copy: the approach of Cognitive Psychology
Date of Defense 2008-06-12
Page Count 146
Keyword
  • the advertisement copy
  • cognitive psychology
  • cultural code
  • emotional response
  • Abstract In the end of 1978, China started to launch reforms, especially in economy. Thus, the Chinese advertising industry brings the market back; the commercial advertisement rises again. Over twenty years, some advertisement copies have created billions of sales, however, some of the copies was judged without any creativity.
    This paper primarily concentrates on studying the Chinese advertisement copy. In reviewing the studies of the Chinese advertisement, this paper takes the approach of cognitive psychology as a theoretical framework. In Richard Atkinson and Richard Shiffrin’s view, when the information inputs in one’s eyes it will become a short-term memory which stored in human brain, by repeating the broadcast information, which will also become a long-term memory. Eventually, if consumers touch the products, no matter the brand or the advertisement, their memories will be aroused from their long-term memory.
    This research concluded that audiences are attracted by the advertisement because of various affective reactions /emotional response. It showed that the advertisement may focus on consumers’ emotional code ─ cultural code. So the copywriter can input the Chinese traditional culture in an advertisement copy such as piety, decorum and familism, it will arouse Chinese emotional response more easily.
    Advisory Committee
  • Lin , Wen-cheng - chair
  • Chang, Hsien-chao - co-chair
  • Fahn, Jiin-ming - advisor
  • Files
  • etd-0905108-192911.pdf
  • indicate access worldwide
    Date of Submission 2008-09-05

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