TV commercials play an important role for consumers¡¦ purchasing behavior. As the competition being fierce in the financial goods market, the banks weight the commercial effect with the sales of issued cards. What kind of commercials elicit the most effective advertising result? A successful commercial precisely transmits the message to the target consumers, and it must be logical and convincing for consumers¡¦ demand. What kind of TV commercials will attract the desire of purchasing?
This study is based on content analysis approach to analyze 49 TV commercials about cash cards in Taiwan, intends to probe the commercial types for the corporations to meet the consumers¡¦ need efficiently. After statistical analysis, find it as follows mainly:
1. Cash card commercials are mostly drama-oriented expression, and the main purpose is for promotion or service. The ¡¥static¡¦ type is vocal and narrative.
2. Commercial contexts are physical surroundings indoors and outdoors, designed for the interpersonal interaction of more than three people, with voice-over to communicate, and provide abundant information.
3. Commercials show the most powerful influence on symbolic needs, which are the needs for social relationship and the sense of self-achievement.
4. Commercials shape the cash cards as perceptual and low-involvement goods.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0815106-105743 |
| Date | 15 August 2006 |
| Creators | Hsu, Yu-Jen |
| Contributors | Yuan Che Hsiao, Chao Sheng, Sean Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0815106-105743 |
| Rights | restricted, Copyright information available at source archive |
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