廣告中角色人物之可愛與否, 故事有無 與推薦方式對消費者態度之影響 參考文獻

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1 廣告中角色人物之可愛與否, 故事有無 與推薦方式對消費者態度之影響 參考文獻 中文部分余淑吟 (2004),< 非真人角色運用於電視廣告之內容初探 >, 設計學研究,7: p 殷傳群李健 (2006), 虛擬形象代言在廣告活動角色分析, 商場現代化, 488: 張美惠譯 (2005), 行銷人是大騙子!, 台北 : 商智文化 ( 原書 Goding[2005]. All Marketers are liars: Telling authentic stories in a low-trust world.) 國 立 政 治 許晉福 戴至中 袁世珮譯 (2002), 很久很久以前 : 以神話原型打造深 植人心的品牌, 台北 : 希格羅 希爾 ( 原書 Mark, M., & Pearson, C.S.[2001]. 大 The hero and the outlaw: Building extraordinary brands throughthe power of archtypes.) 學 陳光棻譯 (2007), 可愛力量大, 臺北市 : 天下遠見 楊麗瓊譯 Morris, D. 著 (1999) 人這種動物, 臺北 : 商務印書局 ( 原書 Morris D. [1994]. The human animal.) National Chengch 謝坤穎 (2004), 卡通代言人對於廣告態度 品牌態度與購買意圖影響之研究, 國立中央大學企業管理研究所碩士論文 英文部分 i University Adaval, R., Wyer, R. (1998), "The role of narrative in consumer information processing", Journal of Consumer Psychology, Vol. 7 No.3, pp Bush, Alan J., Joseph F. Hair, Jr., and Robert P. Bush (1983), "A Content Analysis of Animation in Television Advertising," Journal of Advertising, 12 (4), P Barbara J Phillips, and Barbara Gyoerick(1999), "The cow, the cook, and the Quaker: Fifty years of spokes-character advertisting," Journalism and Mass Communication Quarterly,76(4), p Beltramini, R. (1982), Perceived believability of warning label information presented in cigarette advertising. Journal of adertising 17(1), p

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