A Study on Agenda-setting Function in Mass-media Advertising

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Other Title
  • マスメディア広告のアジェンダ設定機能効果分析

Description

<p>In this paper, we discuss the Agenda-setting function in mass media advertisement. We can almost divide some consumer reaction processes into 3 stages, Cognition, Attitude, and Action. This Agenda-setting function works Effects on cognition. Then we discuss not only Object Agenda-setting (first-level effects),but Attribute Agenda-setting (second-level effects).Object Agenda-setting is focused on attention step in cognition, and Attribute Agenda-setting is focused on comprehension step in cognition. Each of objects on agenda has a lot of attributes which fill out image of each objects. So we regard the object as advertisement’s main theme and the attribute as highlighting point, and we discuss advertising representation.</p>

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Details 詳細情報について

  • CRID
    1390564227314247296
  • NII Article ID
    130007719061
  • DOI
    10.11287/jmda.18.91
  • ISSN
    18824544
    18834930
  • Text Lang
    ja
  • Article Type
    journal article
  • Data Source
    • JaLC
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

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