碩士 / 世新大學 / 公共關係暨廣告學研究所(含碩專班) / 105 / The Content Analysis of Website Posters for Anti-drug Campaign:
2000 to 2016
Abstract
Addressing the relationship between marketing and the public interest is popular issue for understanding how policy makers can advertise their policies in a more efficient and effective way. Thus, choosing an appropriate marketing strategy for promoting government policies is very important. For instance, Puto & Wells (1984) conducted a content analysis for analyzing TV commercials and found two major types of contents for TV commercials designed for different purposes. Although scholars strived hard to investigate relevant issues from this field, the development of these studies is very slow and in a more scattered way. Indeed, this research can be important and helpful.
This study collected and analyzed 54 posters for anti-drug campaign from 2000 to 2016 by using Chi-square and T-test on SPSS V. 20. We analyzed their contents and performance, investigating the following questions: 1. What are the effects from various forms of posters from different agencies and years? 2. What are the main impacts of having different forms of posters for their performance? 3. What are the effects for advertising performance from different agencies and years?
The major findings are: 1. The posters of anti-drug campaign from the associate agencies tend to follow the transformational methods with more gentle demands. 2. Poster advertisement generally tend to offer more informational contents as their performance. 3. The posters for anti-drug campaign tend to offer information that can help target audience prevent or recognize the drugs in a text-based form without any spokesperson. 4. In contrast, the transformational posters utilized more emotional elements such as demands of love or attitude in a graphic-based form with spokesmen. 5. Different organizers of anti-drug campaign would like to keep their poster simple and clean for the titles. They would also like to invite some spokesmen for their anti-drug campaign. Most of their posters contain less than 100 words. 6. In the aspect of generation differences, most of them borrowed some headlines from news with evidence as their advertising demands, aiming the teenagers 7. We constructed a set of guidelines for the government, especially for policy marketing of health issues.
To sum up, the researcher made several tangible suggestions for relevant government agencies, future scholars, and policy marketing officers. Most importantly, we created a set of guidelines for anti-drug campaign as a reference.
Keywords: anti-drug campaign, informational and transformational posters, policy marketing
| Identifer | oai:union.ndltd.org:TW/105SHU00471016 |
| Date | January 2017 |
| Creators | WU, CHIA-YEN, 吳佳燕 |
| Contributors | CHENG,TZU-LEONG, 鄭自隆 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 115 |
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