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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/12386

    Title: The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example
    Authors: 邱志聖
    Date: 2002
    Issue Date: 2008-12-03 13:46:47 (UTC+8)
    Abstract: This study explores the effectiveness of transformational vs. informational and traditional vs. Westernised appeals in the Taiwanese market. Using 116 televised commercials in Taiwan as the objects of study,the results showed that although Westernised appeals were becoming popular, transformational and traditional appeals were still favoured more in the market. The results also showed that the information/effective factor was not as effective as the warmth factor in generating ad liking in this Eastern and rapidly developing society.
    Relation: International Journal of Advertising, 21(2), 217-236
    Data Type: article
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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