手段-目的連鎖理論に基づく広告効果の分析
広島大学教育学部紀要. 第一部 Issue 38
Page 199-206
published_at 1990-02-26
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この文献の参照には次のURLをご利用ください : https://doi.org/10.15027/29328
| File | |
| Title ( jpn ) |
手段-目的連鎖理論に基づく広告効果の分析
|
| Title ( eng ) |
An analysis of advertising effect based on the means-end chain theory
|
| Creator |
Ohtsubo Yasunao
|
| Source Title |
広島大学教育学部紀要. 第一部
Bulletin of the Faculty of Education, Hiroshima University. Part 1
|
| Issue | 38 |
| Start Page | 199 |
| End Page | 206 |
| Abstract |
This study was designed to examine the validity of advertising assessment based on the NECCAS (Means-End Conceptualization of Components for Advertising Strategy) model. Three TV commercials of shampoo were assessed on the basis of the value-structual map that shows the means-end chain. And the relationship between these advertising assessments and these impression on commercials and goods was discussed.
The result showed that this assessment based on the MECCAS model was useful to describe the feature of advertising, but didn't explain the effect of advertising sufficiently. |
| Keywords |
advertising
MECCAS
means-end chain theory
|
| NDC |
Psychology [ 140 ]
|
| Language |
jpn
|
| Resource Type | departmental bulletin paper |
| Publisher |
広島大学教育学部
|
| Date of Issued | 1990-02-26 |
| Publish Type | Version of Record |
| Access Rights | open access |
| Source Identifier |
[ISSN] 0440-8705
[NCID] AN00213359
|
